Brands function on relationships with their customers. Their success has a direct correlation with the longevity of these relationships. The longer this relationship, greater is the success. A few companies tend to fare very well with their customers while the rest are just passing thoughts at best. What’s the difference?

Except for if the brand’s a monopoly, it is not alone in trying to grab potential customers’ attention and energies. It is competing with multiple brands which are just as hungry if not more. How to stand out in a herd and be worthy of the customer’s attention?

The answer lies in making a good impression – be it the first or the second or the ones that follow. And, a tagline is one such opportunity for the brands to make a firm mark on the customers.

Things that Define you and Remembered by

Simply put, a tagline is a phrase (or two) that communicates a brand’s mission, identity or purpose with clarity and emphasises on what the brand stands for. Just like the other elements of a brand – logo, vision and slogan – a tagline is part of this group that builds the identity for a brand and builds the image for its customers. A tagline goes along with any kind of brand communication that happens with the eco-system and a creative edge can make it’s image sticky and memorable.

Taglines are quite prevalent around us – the shoes we wear (Just Do It!), the food we eat (I’m Lovin it!), and the drinks we drink (Open Happiness). A quick look, and you can see that these phrases are simple to consume and strongly relatable for the masses.

Directions for the Brand

A tagline is something that customers would remember the brand by. It is a representation of what the brand stands for, to the world out there. So, it’s quite powerful by design – has a longstanding effect and a potential recall value. So, the brands need to come up with taglines right when they’re starting out. What better time to define oneself and relay it to the planet out there?

Over this, a tagline is extremely directional in nature. Of the many things that a certain brand can try out, tagline helps in being a cornerstone through which one can make wise (at the least, not stupid) choices. A brand can design the outgoing marketing strategies around the ethos of the tagline. The same brand can also design its internal culture in the company for its employees through the prism of their tagline making them a unique proposition in the market.

Tagline Blog Image
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How to build One?

Every brand out there has a tagline. But only a few get stuck and the rest of them are lost into oblivion. Of the many reasons why a tagline might end up being popular, there are a few must-knows about how they should be designed and definitely how they shouldn’t be.

  1. No wastage, please:Humans are extremely poor at remembering. They’re further woeful towards complicated stuff. So, having a simple structure for the tagline is not a suggestion, it is a necessity.

Example:  Apple – “Think Different” – A simple two-word phrase that imbibes things that Apple as a brand stands for.

2. Don’t be Meaningless: It is hard to find what’s right in the first iteration. But, it is far easier to find what’s not right. Eliminating the meaningless would take one closer to the meaningful.

Example: Lay’s – “No one can eat just one” – The statement drives the interest in getting a user to eat multiple quantities, which has a potential direct impact on the business.

3. Tell a story: It’s a lot to ask to write a story in a phrase or two. But, one can trigger the mood for a story with the right set of words. And people love stories.

Example: MasterCard – “There are some things money can’t buy. For everything else, there’s MasterCard.” – Something that any spender can relate to, Bingo!

4. Bring on the Benefits:Imagine a sales exercise, how does one sell? You talk about the problem and then the benefits of your product. Generally, that’s an effective strategy. The same applies here.

Example: BMW – “Designed for Driving Pleasure.” – For all the people who’re indulged in travel, they know the baggage it comes with. And this statement encapsulates the benefits of the brand with a simple statement.

5. Empower your Customer: People love to feel good about themselves. An effective statement can trigger that in them, and they’ll remember the reason and the after-taste of it.

Example: L’Oréal Paris – “Because You’re Worth It.” The one who reads it is pleasantly flattered and feels good about themselves. And, they’ll pleasantly remember the taste of the cause – the brand.


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