How do you create a memorable tagline? Once you have determined your
brand identity and secured your name, you'll want to set your focus on creating
a compelling and memorable tagline. What is a tagline, you ask? Sometimes it is called a slogan, motto, catch phrase,
trademark line or even strapline and basically it's a shortened (usually) benefit-driven version
of your Unique Selling Proposition (USP) that's 100% focused on what
your brand/product/service promises it will deliver for your customer (what's in it for them). Through
repetition in media and online, it will eventually be identified and associated
with the brand.
A properly written tagline embodies your brand, mission and
promise all in one succinct and unforgettable statement. It's short because
it's meant to communicate your most important benefit, advantage or unique
selling point in just a few words. But these
few words have great power when done right. The best taglines can be measured
against 7 criteria - clarity, simplicity, uniqueness, ownership by your brand
or adoptability by the competition, benefit-driven, clever wordplay and
brand-driven. A well-written tagline should allow you to immediately conjure up
the name of the company that is associated with that slogan.
Now before you start racking your brain and trying to come
up with something short and snappy, you need to know that there are two kinds
of taglines and unless you're a big multi-million dollar company, only one is
the right kind for you:
1. Cost You Money: Making something out
of nothing.
These are the cute and snappy but
utterly useless taglines that do nothing for the brand they are attached to and
the only way they catch on is through massively expensive and exhaustive
marketing campaigns over time. You can
judge for yourself which mean something today and who it relates to vs. the
others that you have to question the marketing wisdom.
Examples:
“We bring good things to life”
“Have it your way”
“Just Do It”
“Eat Jimmy Dean”
“Drive One”
“We're Exxon”
“We make it better”
“Choose Freedom”
"Pork - the other white
meat"
“The only way to fly”
“I'm lovin’ it”
“The King of Beers”
“Life's Good”
2. Makes
You Money: Relevant and Benefit-Driven
These are the ones that make you stop and think. When you hear
them, they stick in your mind and conjure up the specific images, emotions and
benefits the brand wants you to experience.
Examples:
“Because so much is riding on your tires”
“When it absolutely positively has to
get there overnight”
“American by birth, Rebel by choice”
“15 minutes can save you 15% or more
on your car insurance”
“The customer is always and
completely right”
“The most exciting two minutes in
sports”
“Save Money, Live Better”
“Connecting people”
“Good to the last drop”
“Pizza delivered in under 30 minutes or it's
free”
“Melts in your mouth, not in your hands”
“Finger lickin' good”
Can you see the difference? One is catchy,
initially meaningless and would cost a substantial amount to embody in the
buyers’ minds at the least. Some of
them have meaning today but after huge expenditures of money e.g. Nike's "Just
Do It". Others still languish and
many have been abandoned because they are pointless and hold no true brand
value, meaning or benefit to the customer.
The other set, however, swears an oath, creates a powerful brand promise
and tells you exactly what you'll get, become, or experience when you buy into
that brand.
When in doubt, ask yourself – if I were my customer, would I be
compelled and inspired to buy this product based on the tagline alone? If your
answer isn't a resounding yes, then go back to the drawing board and keep
thinking! Remember, a good tagline is a promise you must keep. It should be
short, to the point and memorable. It must capture your brand's essence, match
your image and promise a strong benefit to your audience. And most of all, it
should emotionally connect with your audience and evoke a specific emotion or
action that you want them to have or do. Now that you have read this, audit and
assess your own tagline. Does it stand up to this standard? Please let me know. Share your favorite brands and tag lines and
slogans with me and I will post them in a subsequent blog.
Here is a list of 360 taglines from famous companies. You can get
that list here. There is another one with 400+ taglines that you will find here. Step out on your own to develop the right tag
line or slogan. Or feel free to call me
at C-Level Partners which can help companies in the tech, service, and
manufacturing markets with their branding and marketing. You can reach out to me at vferraro@clevelpartners.net or (949)
445-1080 x-501. I look forward to helping you achieve your success.
Excerpt from my book "Brand
to Sell" available on Amazon.com.
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