The jury is out on the absolute necessity of a tagline in branding. Some argue that the majority of taglines are bad and basically worthless while others point to the tagline’s direct opportunity to communicate a brand’s purpose and difference right from the start.
A more reasonable statement would be that when conceived and created properly a really good tagline reinforces your brand’s message and helps connect an idea with your audience. Not having a tagline won’t sink your company. But why pass up the opportunity to communicate with the market?
The right tagline provides a clear message of what your brand is all about. Jeni’s Splendid Ice Creams does this with the line, ” Built from the ground up with superlative ingredients.” The message gets right to the heart of what makes Jeni’s different.
A good tagline can elicit emotion and paint a picture of brand personality. Nike says, “Just do it.” L’Oreal Paris says, “Because you’re worth it.”
A tagline allows for brand versatility. Instead of naming your company something so overtly tied to your product or benefit, use your tagline to reinforce the message. If your company evolves down the road, a tagline is much easier to change than your entire corporate name and identity.
How to build a better tagline
- Start with your brand promise. Why did you create this business? How are you different? Why should anyone care?
- Show personality. If your brand is a bit more upscale and dramatic make sure you’re speaking in that voice.
- Make them read it twice. It might seem counter-intuitive but breaking the normal patterns of speech are a great way to grab attention.
- Draw on emotion or action. Sony does both with, “Make Believe.”
- Get inspired. Check out this list of the best taglines of all time.
Taglines serve as a concise expression of a brand’s essence, promise, and personality, playing a crucial role in branding and marketing strategies. They encapsulate a brand’s unique value proposition, making it memorable and distinguishable in a crowded marketplace. The art of crafting a tagline involves a deep understanding of the brand’s core values, target audience, and market positioning. It’s not merely about being catchy but about resonating with the audience on an emotional level, thereby fostering brand loyalty. Effective taglines have the power to evoke emotions, inspire action, and anchor the brand in the minds of consumers. They bridge the gap between a company’s identity and its perception by the public, making them an indispensable tool in the arsenal of brand communication. Brands that master the use of taglines can enhance their market presence, reinforce their message, and create a lasting connection with their audience.