Is the slogan era gone or do people actually still use them? The answer can be yes to both parts of the question, but if you want your business brand to be successful, you may want to consider using a slogan or tagline to help people remember you. An effective slogan or tagline can be one of the most successful ways to brand your business.
A slogan or tagline is an often repeated phrase that expresses the aims and the nature of your business. A tagline communicates something unique and valuable about the business or brand they represent. Whenever you see the business logo, you also see the tagline because the tagline should always be included in any communication about your brand.
Taglines are fun, descriptive, and often catchy. They are short. Easy to remember. Their purpose is to help your customers remember your brand and the one thing about your brand that you think is important. But only if they are a great tagline. For example:
- “It’s everywhere you want to be,” communicates ease of use because it is accepted everywhere, fulfillment of dreams because you can use it for anything, etc. Visa wants to you to remember those two things specifically when you think of their brand.
- “I’m lovin’ it,” communicates an emotional attachment to what the brand sells, and since it’s in the present, it communicates that you’ll love anything new the brand produces. McDonalds wants you to love them no matter what when you think of their brand.
- “You’re in good hands,” communicates that you can trust the company behind the brand, and that they’ll take care of you. Allstate wants to be the good insurance company out there among all the dishonest ones.
There are probably several more interpretations of the above slogans as well as all the other effective taglines out there from Nike to Brawny Paper Towels and American Express to the Yellow Pages. The important thing is that they communicate the message of the brand in a short effective manner.
Your goal in a marketing campaign should be to achieve public awareness with your potential customers. This means that your brand is the first one thought of when you customers need something you can provide rather than your competition. Typically, the first brand a person thinks of when they need something is the one they buy from. Repeated exposure in potential clients’ minds is key to this concept. If they see your logo and read your tagline everywhere, they will think of you. They will remember you.
When you think of great taglines you know, you probably think of big name companies. Just remember when you are trying to think of a slogan or tagline for your company that those big name companies started out small and had an ingenious concept. Most have not changed their slogan or tagline since their inception. You want to choose a slogan or tagline that will not be outgrown by the years.
Figure out what is unique and valuable about your product and build your tagline around that. Once you have the idea, build off of it. Make the public aware of what it is that you have that is a unique offering to them. Even if your product is the exact same product your competitors use, there is something unique about your business.