You may have come across the term ‘‘tagline.’’ It’s important for a well-established brand is to have a specific tagline for its business. What its role it plays and how it impacts the overall performance of the company. Today, we’ll discuss the functionality of the tagline and how to create an effective tagline. Here it follows;
What is Tagline?
The tagline is a brief description of the company that conveys its message. This brief catchy description would establish the company’s personality and position in the market.
When we talk about branding, then tagline is a very significant part of it. Some taglines may provide recognition to their brands and they also influence their brand position in the market.
A tagline conveys the company’s message so convincingly that it gets stuck in the mind of people. So that it would have a long term impact. In simple words, it tells the company’s personality and what benefits it offers to its customers.
The taglines of McDonald were ‘‘I’m Loving it’’ and ‘‘It’s tasty AF,’’ that’s how companies differentiate their position in the market.
Tagline Vs Slogan
Slogan and tagline are completely different from each other. A tagline doesn’t change and it stays the same. A slogan, on the other hand, changes with products. For instance, the tagline of Disneyland ‘The happiest place on earth’ didn’t change, but the marketing campaign slogan keeps on changing. Like
‘‘I’m going to Disneyland’’
‘‘Where the magic began’’
‘‘Where dreams come true’’
‘‘Happiest homecoming on earth’’
Tagline Vs Headline
A headline, as the name implies, is the main heading on many communication channels like newspapers, magazines, etc. The tagline, on the other hand, tells the core values and objectives of the company. Just like slogans, the headline also changes every day, but the tagline stays the same.
Importance of a Tagline
Some of the reasons why the tagline is more important, they are as follows;
Sums up the Company’s Message
Small businesses and companies rely on the marketing ads, where the tagline plays a very important role by telling customers what the company is all about in a few phrases.
For instance, a business starts running its operations across the street from you, and you never have the chance to visit the place. The logo and name of the business could be misinterpreting, but the tagline of your business sends the right message. They would guess what you want them to guess about your business.
If the tagline of your business is good, then it would differentiate your brand from your competitors in the market. For instance, State Farm and Allstate are two different insurance companies, and both of them have different taglines for their business.
‘‘We live where you live’’ by State Farm,
‘‘Are you in good hands?’’ by Allstate,
The tagline state farm is all about a friendly neighborhood. However, the message of Allstate insurance is about the safety and security of their customers. Both of these companies follow different approaches and see things from different perspectives.
Establish Core Values
A tagline builds and establishes core values for your business over some time. Those values identify your business later on, and people would more likely to remember the tagline of your business rather than your name. If the tagline and core values of your business are good, then it would build trust among people.
Types of Tagline
Some of the types of tagline are as follows;
Imperative tagline usually starts with the commanding verb and tells people what action to take relevant to the company’s product or mission. The purpose of the imperative tagline is to show the authority and attitude of your brand, and it could or could not benefit the company. For instance,
Nike’s tagline commands people, ‘‘Just do it,’’
The imperative tagline of YouTube; ‘‘Broadcast yourself’’
Coca-cola tells people; ‘‘Open Happiness’’
The descriptive tagline, as the name implies, simply describes the short details about the company’s product and promise. For instance;
‘‘Save money, live better’’ by Walmart,
‘‘Its fingers licking good’’ by KFC,
‘‘Ideas worth spreading’’ by Ted,
The superlative tagline uses the highest level for comparison. When a company or brand uses the superlative tagline, then it shows its top position in the market. For instance,
‘‘The ultimate driving machine’’ by BMW,
‘‘The king of beers’’ by Budweiser,
The proactive tagline has the quality of shock by making people think and ask questions. Companies and brands use proactive taglines because it excites people to think about them. For instance,
‘‘You are more beautiful than you think’’ by Dove,
‘‘Impossible is nothing’’ by Adidas,
‘‘I will’’ by Under Armour,
Visionary taglines, as the name implies, is about expressing the company’s vision to its target market. For instance;
‘‘We try harder’’ by Avis,
‘‘Imaginary at works’’ by GE,
The specific tagline is used to tell people about the company’s product directly/indirectly in a memorable way. For instance;
‘‘Love the skin you’re in’’ by Olay,
‘‘Driver’s wanted’’ by Volkswagen,
How to Create a Tagline
Here are 3 steps to an effective tagline;
Step 1. Dump all details about your business in some sentences.
For instance; WordPress is a cheap host, if something goes wrong, you can rely on it when other hosts won’t help you. If you don’t upgrade WordPress or use the plugins poorly, then it would be hacked.
Step 2. Cut down some of the details.
For instance; WordPress provides you cheap hosting for websites and quality service.
Sep 3. Cut down more details.
For instance; the Hosting of WordPress is perfect.
Tips for Create a Catchier Tagline
Some of the tips that you should keep in mind while creating a catchy tagline. They’re as follows;
Know Your Audience
Knowing your target audience is the first and the most important part of the process of creating an effective tagline. For instance, if your target audience is single dad/mom, then you should keep them in mind what would interest them.
Differentiate Yourself from Competitors
It is better that you should check all the taglines of various brands after creating your tagline that your tagline doesn’t match with others by accident. If it does, then make it different.
Relate the Tagline with your Brand
You should create a link between your brand name and the company’s tagline so that they complement each other.
Keep it Short & Simple
The meaning and purpose of your brand name and tagline shouldn’t get lost in the diction. Therefore, it should be short and simple that your target audience would understand it.
Once you have prepared the company’s tagline. Now, you should share it one all the social media platforms and all the relevant company’s websites. The more it gets exposure, the more it’ll be good for you.
Relate a Benefit
The tagline should tell people the benefits and services it would provide to its people. If people know the benefits and services of the company, then it’s probable that they would use it.
Do Small Businesses Need a Tagline?
It doesn’t matter whatever you think about the concept of the tagline, now, the question is that does your business need a tagline?
The answer to this question depends on what line of business you are in and what type of your brand name is. However, you would need a tagline if the brand name of your business doesn’t tell much about your company. For example, a website by the name of feedough could be about anything. But its tagline ‘‘the entrepreneur’s guide’’ tells people that what the website is about.
You would require a unique tagline if the market is competitive and there are many competitors in the same category so that your brand could differentiate itself in the crowd.
After reading the article, we have realized the significance and impact of the tagline that it makes a difference. Therefore, it is better that you should have an effective tagline relevant to the brand.