1 September 2017
36 Days of Type: Blood, sweat & tears… Five tips for 2018 participants...
Taglines accompany brand names and should communicate the company’s core values and ethos. However, creating the perfect tagline can be a challenge, that ultimately pushes a brand to stand and remain in a customer’s mind for a long time.
A great tagline is created by ensuring you choose a phrase that is memorable, short and simple, original, consistent with your brand and targeted to the market.
When you think you have a slogan ask yourself, is this phrase quickly recognisable? Does it roll off the tongue and stick in the mind? Will people understand it instantly? A catchy few words can go a long way in advertisements, videos, posters, business cards, swag, and other marketing materials.
You could include a play on words or a comical theme to make your message and brand memorable. Some of the best and oldest taglines are still being used today, so have a think about which key taglines spring to mind and the thoughts, memories and ideas that they invoke.
A short tagline has a far bigger impact than using a full sentence. For example, think of some of the most famous taglines, such as “Got Milk?”. The line wouldn’t have been quite as famous if they had expanded on that short . Additionally, many can’t identify the brand that developed the “Got Milk” tagline, yet it is very well known.
In a saturated market, brands need to ensure their tagline is creative and innovative, helping the business to stand out from the rest.
Remember, your tagline should be a mini advertisement for your brand. If it has no relevance to who you are, what you offer, or what your audience needs, then it will have no impact. You need to ask yourself if your competitor could use the tagline and it works for them also? If the answer is yes, you need to get back to the drawing board. Make it unique to you and only you.
Your tagline should complement your brand name, logo and project the company image. You need to be sure that the message sums up your brand as a whole and advances your audience’s understanding of your brand and business.
A tagline, like a logo, contributes to defining your brand through using a particular style and tone. It’s important to also consider font styles and readability of this once scaled down or up. If the text is still legible and clear, and fits in with your logo and name, then you’ve likely found a winner. Your tagline is a key part of your branding, so it is vital that it reflects the brand personality.
Additionally, some companies may choose to change their taglines periodically, because they have become outdated. You should ensure your motto is straightforward and timeless, once you have found the perfect tagline keep it; otherwise, it becomes confusing for consumers. This also applies to branding, the best logos and font types are often evergreen.
A great example is the comparison between Pepsi and Coca-Cola. The Pepsi logo and font seems to be changing constantly, however, the evolution of the Coca Cola branding has remained relatively consistent with some minor modernisation over the years.
Some of the best taglines are focused on the customers, not the company. For example, “Just do it” is speaking to audiences and encouraging them to be active. Your tagline should be used to identify what you do and to determine the benefit to your customers.
A selection of some of the most popular taglines: