subject: The Value Of A Tagline [print this page] Your branding includes your logo, sometimes your company name, your product and sometimes a tag line, a line that tells the customer in just a few words, how to think about your product. Plus, they are often fun, catchy and memorable, not a bad attribute when it comes to associations with your product.
Think of some of the most memorable ones you know. Try to name the products that go with these taglines
Just do it
Be all that you can be
When it absolutely, positively has to be there overnight
Do not leave home without it
Reach out and touch someone
We bring good things to life
Fly the friendly skies
Were you mostly able to associate a brand with a tagline. Would not you like people around the world to be able to do that with your products as well? How do you come up with something so spot on? Try this approach.
1. List several of your competitors then try to write a very short statement describing their competitive advantage.
2. Now try to do the same for yourself. Compare yourself to the competition and identify what stands out about you and your products or services versus the competition.
3. You can also try to think about and write down how your customers think about you.
Okay, so now you have some short statements that have the beginnings of a way to describe your position and appeal. Now try writing them in several different ways, using different thoughts and combinations. Look for words that can be used in different ways such as Wii would like to play, Nintendo Wiis tagline.
Keep it simple. Do not try to write a long sentence in order to get in everything you might want to say. Limit yourself to one concept, idea, and image.
Evaluate the language. Does it sound real, as in the way people really talk or think? For example, most people do not say, My bank is the leader in innovative technology to support my banking needs. They might say, My bank makes technology work for me or banking on technology or ahead of the curve on innovation.
Sometimes a tagline can tie into a logo such as Maxwell Houses Good to the last drop associated with the big cup dripping last drop of coffee or Allstates Are you in good hands? with a logo that includes cradled hands. This is especially useful for brands that will be sold in countries that do not share your language. Rough translations can turn your elegant tagline into a farce or worse yet, an offense.
Once you have your tagline, you need to stay with it consistently. Repetition is key to brand recognition and tagline impact.
