What is tagline?
A tagline is a short phrase or word used to express the values and essence of a brand.
Since a tagline is designed as an evergreen phrase, that is to say, it will be used for a long time, it must be considered as something that is valid to identify the brand at the present time, but also to be representative of it in the future (so it should be aligned with the future aspirations of the brand).
It is true that many times the marketing department of brands will make changes with different goals, in that case the tagline change is a must.
In any case, a tagline must be able to connect with customers and show a differential value proposition compared to the competition.
1. Tagline and slogan
Sometimes people are confused between these terms, tagline and slogan, so it is convenient to differentiate them properly:
– Slogan. A slogan is a short phrase whose purpose is to remind people of a company for a short period of time. The phrase is used for a limited time, the same time that the advertising campaign is running or during the life of a product, and after that it is no longer used.
– Tagline. A tagline, on the other hand, is permanently associated with the company name and is designed to last forever (it doesn’t change over time). It is normally used together with the company’s logo.
1. Types of tagline
There are different types of taglines, some of them transmit the message using a more rational or descriptive language, while others focus on offering more emotional and aspirational messages.
- Attributive: These are used to highlight characteristics that position the brand as the best in its category. Example: Budweiser – The King of beers.
- Descriptive: Taglines with a clear descriptive character that are perfectly aligned with the purpose of the business. For instance: Nokia – Connecting people.
- Persuasive: Those that have the objective of seducing and making people think about the message. For example: Apple – Think different.
- Provocative: the goal is to generate a call to action, usually by asking a question, to provoke a response. BMW – Do you like to drive?
- Relational: They are designed to strengthen the relationship between the brand and its target audience. For example: Coca Cola – Taste the feeling.
2. How to write a tagline?
Here are the key aspects to take into account when writing a tagline:
- It is your brand’s DNA. It should reflect the brand’s personality and reinforce the brand’s value. How does it make us feel? What does it mean to us?
- Avoid clichés. The use of clichés and very typical phrases is a temptation, but they are not original and will not be unequivocally associated with your brand.
- Awaken emotion. If you want to be in line with the brand’s raison d’être, it must be able to incorporate a dose of emotion and must transmit confidence.
- Apply the KISS principle (keep it short and simple). Being simple is not easy, so make use of simplicity as a basis for success. The best solution is simple: the simplest sentence.
- Honest and approachable. Always think about the audience and try to use expressions that are close, real and honest. The phrase can exalt the brand’s values, but never lie.
Do you already have your tagline? The next step is to protect it from plagiarism. To do so, you must register it and protect it, since it has as much value as your brand’s logo or the brand itself.
3. Tagline examples
It is very likely that you will be able to identify many taglines, either from local or multinational companies. Here are some examples of some that have been consolidated over time in millions of people’s minds:
Adidas – Impossible is nothing.
Apple – Think different.
BMW – Do you like to drive?
Budweiser – The King of beers.
Coca Cola – Taste the feeling.
Honda – The power of dreams.
Mastercard – Some things money can’t buy. For everything else, Mastercard.
Nike – Just do it.
Nokia – Connecting people.
Netflix – See what’s next.
McDonald’s – I’m Loving it.