Have you ever read or heard a phrase associated with a company that automatically makes you think of that brand from there on out?
These short series of words, known as taglines and slogans, make people remember a company, product, and/or campaign.
What’s the Difference?
Slogans are short phrases used in advertising campaigns that capture the attention of an intended target audience through clever wordplay. Taglines, on the other hand, are more permanent marketing phrases that are incorporated into a company’s branding.
For slogans and taglines to be successful, they must convey a clear message about what you do, while simultaneously capturing people’s attention in a creative manner.
Slogans – A slogan summarizes a company’s mission statement and how it helps customers in the individual campaigns it runs. They are usually longer than taglines.
Here are some examples of great slogans:
- MasterCard: There Are Some Things Money Can’t Buy. For Everything Else, There’s Mastercard.
- Da Beers: A Diamond Is Forever
- Verizon: Can You Hear Me Now?
- Disney: The Happiest Place on Earth
Taglines – A tagline is a memorable phrase that represents your company. A well-thought-out and catchy tagline can evoke an image of the company in potential customers’ minds: “When I see (tagline), I think (company).
Here are a few examples of taglines:
- McDonald’s: I’m Lovin’ It
- L’Oreal: Because You’re Worth It
- Bounty: The Quicker Picker Upper
- Dunkin Donuts: America Runs on Dunkin
How Can Slogans and Taglines Help Your Brand?
Good slogans and taglines are essential for brand recognition. When executed well, whenever people hear them or otherwise come across them, they will instantly identify with your company or your specific products.
For example, Nike’s “Just Do It” is straightforward and easy to remember. It not only captures people’s attention, but also has an emotional effect.
- A quality slogan or tagline will convey your brand or company message quickly. Whenever you want to get a message across, using a slogan or tagline can make your job substantially easier. Plus, slogans and taglines can make your message more memorable and clear to prospective customers, which increases the chances of them connecting with what you’re selling.
- Slogans and taglines can help you articulate what makes you different. Say, for example, that you’re a politician and speaking at an event. Using a tagline like, “I’m not just running for office; I’m running for equality,” is extremely memorable, and something that people probably won’t forget. It tells voters that you care about more than just winning an election, and is also easy to remember, which can then be connected back to your brand name in the fuure.
How Do You Write a Great Tagline or Slogan?
The key to creating successful slogans and taglines is finding words or phrases that people relate to. When looking for inspiration, use the following questions to help guide you on the exploratory journey:
- What do you want your target audience to think when they hear you speak?
- What words or phrases would you like to become associated with your business/organization/product?
- How do you want others to feel when they hear the tagline or slogan?
- Is there anything about your company that you might be able to turn into a catchphrase, slogan, or tagline?
As you’re going through this exercise, keep in mind that taglines and slogans should be:
- Easy to remember
They should also connect emotionally with the intended audience.
How Do You Write a Slogan that Connects with Your Audience?
Identify the purpose – At this stage, think about your intended audience and the type of products you’re selling, whether tangible or intangible. Is the slogan or tagline for a business entity or a charity organization? Are you a well-established organization or a startup?
Select the type of slogan or tagline – There are different types of slogans and taglines, you’ll need to figure out which will work best for your marketing campaign. Here are a few options to mull over:
- Serious and commanding
- Information packed and engaging
Keep It Short
The key to a great slogan or tagline is keeping it short, believable, and original. Keep in mind, you only have 7 seconds to create a great first impression. Within those 7 seconds, you must effectively convey a message that is easy to recall and emotionally connecting.
As you do this, don’t let your creativity be watered by the thousands of slogans and taglines in the market. Try to be original and believable instead. Most importantly, only make promises your brand can fulfill.
For instance, McDonald’s slogan, ‘because you only have $4’ is true to its brand. If another company tried to adopt a similar slogan, but can’t deliver on that promise, its reputation will be ruined.
As you try to develop the perfect tagline or slogan, take time to blend in your creativity, persuasion, and humor. Does the message stir up emotions in you? If it does, be assured that it will do the same to your audience.