Your company’s tagline can accomplish a number of goals – from clarifying purpose, to stating a guiding principle or belief. No matter the end goal or message, a quality tagline should serve to create an emotional connection with your audience, and influence buyer behavior.
Although many taglines are only a short phrase, they can be far from simple to assemble. In just a few words, a tagline must communicate your brand personality, differentiate your company from competitors, and communicate the benefits of your offerings. No small feat (although a very possible one!) for just a couple of words!
When considering a tagline, the following guidelines are excellent considerations:
- It should be concise, and never arbitrary
- It should explain to how you are unique compare to a buyer’s other options
- It should mirror your brand’s personality, and the tone used throughout all communications
- It should bring about an emotional reaction from your audience
All taglines are not created equal, however. In your brainstorming process, you may wish to explore the categories of taglines most commonly seen and craft ideas from each. At a glance, most tag lines can be classified among..
Specific (e.g: Volkswagen – “Drivers Wanted.”): Describe a business or industry. If your company name does not describe your offerings, these taglines are typically most effective. With specific taglines, the challenge is found in creating emotional appeal.
Provocative (e.g: Capital One – ” What’s in your wallet?”): Provocative tag lines typically poses a question, and causes someone to consider. Once properly understood by the reader, provocative taglines have the potential to create a delightful connection.
Imperative (e.g: Apple – “Think different.”): When looking to evoke feelings of motivation or commitment, imperative tag lines present strong, decisive statements and action. It should be noted that imperative taglines may not necessarily work for all brands or situations.
Descriptive (e.g: Allstate – “You’re in good hands.”): A descriptive tag line serves to explain a service, brand promise, or vision. They typically enhance a customer’s understanding of what a company does, and the benefits offered.
Superlative (e.g: Disneyland – “The happiest place on earth.”): Commonly employed by luxury brands, these taglines aim to position a company as the leader in it’s class.
These simple guidelines and category examples should set you well on your way toward the development of a new tagline. Now…let the work begin! Best of luck in the development of your new tagline. Remember, Dr. Brand can help you in the process, so if you get stuck, be sure to give us a call at 416.644.8636!