When we think of a brand or see a familiar logo, we are often led to recall their associated taglines.
The tagline is often a short phrase that provides a message of what one’s brand or business is about.
We all associate McDonalds with its signature, “I’m Lovin’ it,” just as we immediately pair Burger King with, “Have it your way.”
What both these companies have done is create a short, memorable and iconic phrase that consumers immediately associate with the brand.
But despite the success of both of these fast food chains, such tagline are no longer viable in today’s world.
With hundreds of brands being thrown at consumers every day, there is no more room for such generic, vague taglines.
In order to create a tagline that will survive in today’s media-crazed universe, here are a few simple suggestions:
1. Be specific.
Perhaps the most important thing a tagline should be in today’s world is specific. Considering the sheer amount of media consumers now see every day, broad taglines such as, “Better Living Today,” or “I Want It Now,” may be quickly forgotten.
While a tagline serves as a relatively simple idea of what your brand is about, it should also tell consumers what your company represents and what you can offer them.
Make sure your tagline has both a focus and a message.
Tide’s “Scared Stainless,” Halloween campaign is a perfect example. The tagline, “Stains better be scared,” was directly related to what Tide offers consumers.
2. Make it memorable.
Having a memorable tagline is something that cannot be compromised.
The best way to create a memorable tagline is to be concise. Your tagline should be simple and straight to the point. It should also be easy for consumers to say.
Taglines that are too complex or try to express too much in one phrase are confusing for consumers. They will likely disregard them and move on.
If you really want consumers to understand or remember your message, make sure your tagline is not too long or information-packed.
3. Grab Their Attention
Grabbing consumers’ attention is a key feature of an effective tagline!
Your tagline should stick in the minds of your consumers right away. Even if they don’t end up remembering what you do, you’ll still exist somewhere in the back of their mind.
The best way to grab consumer attention is to appeal to their emotions or focus on something about your product that is relatable on a human-to-human level.
Understand who your target consumer is and include words in your tagline that might appeal to them.
4. Create a Call to Action
If you want a tagline that pushes consumers to actively seek out your brand (rather than one that simply floats at the back of their mind), then incorporate a call to action in your tagline.
Nike’s “Just Do It,” slogan, while simple, invokes a call to action.
The language is urgent and pressing, and inspires consumers in a way that more passive taglines such as, “Do more with less,” simply cannot.
Whether you choose to take all of these suggestions into account or just use one or two of them, these tricks will have you on your way to creating a more compelling and effective tagline for your brand!