Lasting Impressions: Does Your Brand Need a Tagline?

If you’re surprised to hear us say that consumer attention spans are ever-diminishing, we might need to have a conversation about what rock you’ve been living under. We’re all a bit overloaded, to say the least. Competition for the spotlight is fierce and folks are especially wary of marketers, particularly if they catch even a whiff of inauthenticity.

A questions that’s come up quite a few clients who are either startups or in the process of introducing a new product, is whether they need to consider a tagline. A tagline is a short, memorable phrase that encapsulates the essence of a brand or product. While a tagline doesn’t make sense for every brand, it can indeed be one of the most effective tools in a company’s marketing arsenal if done well. In this blog post, we’ll explore the benefits of a tagline and what elements contribute to making a good one. Whether a tagline is a fit for your organization might take some brand-soul searching but we hope we can set you up with the information you need to make the right call.

Why Should You Consider A Tagline?

1. Brand Recognition: A tagline is like a mini elevator pitch for your brand. It can quickly communicate what your company is all about and what sets it apart from the competition. In a crowded marketplace, a memorable tagline can help your brand cut through the noise and capture the attention of potential customers.
2. Conveys Brand Values: A tagline plays a crucial role in shaping your brand identity and can also play a valuable role in communicating your brand’s values. It sets the tone for how you want your brand to be perceived and can evoke specific emotions or associations in the minds of consumers. Whether you want your brand to be seen as innovative, trustworthy, or customer-centric, a well-crafted tagline can help reinforce these qualities.
3. Stand Out From The Competition: In today’s hyper-competitive business landscape, differentiation is key. A tagline gives you the opportunity to highlight what makes your brand unique and why customers should choose you over the competition. Whether it’s your commitment to quality, exceptional customer service, or groundbreaking innovation, a strong tagline can help you carve out a distinct position in the market.
4. Product/Service Description: Maybe the most boring option on this list but still an incredibly helpful reason for a tagline- it can help explain exactly what your product is. This is especially useful to the brand that might be confusing to the consumer.

Types Of Taglines

Didn’t know there are actual categories assigned to types of taglines? You’re not alone. Welcome to the advertising agency world…

Imperative

An imperative tagline uses a verb to communicate a command. The most famous of this sort of tagline is probably Nike’s “Just Do It” but Coca-Cola’s “Open Happiness” campaign slogan is another great example.

Descriptive

A descriptive tagline is straightforward and clear, communicating a brand’s benefits, features, or unique selling proposition. Walmart’s “Save money. Live better.” is short and simple but gets its point across.

Superlative

Whenever I think of a superlative tagline, Tina Turner singing Simply The Best plays in my head. But that’s basically what you’re doing. Subtly overtly, saying you’re the best at something. See our Budweiser example above or recall BMW’s “The Ultimate Driving Machine”.

Provocative

While the name implies that this category of taglines is risqué, a provocative tagline is really just meant to make you stop and think and, if possible, dig up some emotion. Not all of these taglines are sensational. “Got Milk?”, for example, is typically classified as a provocative tagline.

Specific

Specific taglines speak directly to the service provided. Oil of Olay’s tagline is “Love the skin you’re in” and Volkswagen’s is “Driver’s wanted”. Both great examples of a creative catchphrase that is specific about the product it describes.

What Makes a Good Tagline?

Creativity is key in the development of a tagline- that’s a given. But what other ingredients make for the creation of a legend? One that shows up as an example of greatness in a blog post about taglines, for example? Here you go…

1. Simplicity: The best taglines are concise and to the point. They communicate the essence of your brand in just a few words, making them easy to remember and repeat. Avoid jargon or complex language, and focus on conveying your message in the simplest terms possible.
2. Relevance: A good tagline should be relevant to your brand and resonate with your target audience. It should capture the core values, personality, or unique selling proposition of your brand in a way that is meaningful to your customers. Conduct market research to understand what matters most to your target audience and tailor your tagline accordingly.
3. Authenticity: Your tagline should be authentic and reflective of your brand’s true identity. Avoid clichés or generic phrases that could apply to any brand. Instead, focus on what truly sets your brand apart and craft a tagline that authentically represents who you are and what you stand for.
4. Emotional Appeal: The most memorable taglines are often those that evoke emotions or strike a chord with consumers on a deeper level. Whether it’s humor, nostalgia, or a sense of aspiration, a tagline that elicits an emotional response is more likely to resonate with customers and forge a stronger connection with your brand.
5. Versatility: A good tagline should be versatile enough to work across various marketing channels and touchpoints. Whether it’s on your website, social media profiles, or printed materials, your tagline should maintain its impact and effectiveness regardless of the context in which it’s used.

Examples of Memorable Taglines

Every generation will have a few taglines that stick in the brain. If it’s unforgettable, the marketing team has probably done its job. Here are a few that have lasted through the ages.

1. Nike: “Just Do It” – Is this one the GOAT? Yes, probably. This iconic tagline is simple, inspiring, and perfectly captures the brand’s ethos of empowerment and determination.
2. Apple: “Think Different” – Apple’s tagline is a nod to its innovative spirit and commitment to pushing boundaries in the tech industry.
3. McDonald’s: “I’m Lovin’ It” – This tagline is simple, catchy, upbeat, and conveys a sense of enjoyment and satisfaction associated with the brand.
4. Coca-Cola: “Taste the Feeling” – Coca-Cola’s tagline taps into the emotional experience of enjoying a Coke and the sense of joy it brings.
5. BMW: “The Ultimate Driving Machine” – This tagline speaks to BMW’s commitment to engineering excellence and the thrill of the driving experience.

Do You Need A Tagline? How To Make That Call

Deciding whether your brand needs a tagline involves several considerations. Firs, assess the clarity of your brand’s message and identity. If your brand’s name or logo already effectively communicates its purpose and values, a tagline may be unnecessary. However, if there’s ambiguity, if your brand operates in a competitive market where differentiation is crucial, or if you’re introducing a new product to the market that needs to a bit of an explanation, a tagline can reinforce your unique selling proposition and aid in brand recall.

Additionally, consider your target audience’s preferences and the platforms where your brand will be showcased. A succinct and memorable tagline can enhance brand recognition in various marketing channels, especially in digital and social media where attention spans are limited. Ultimately, the decision to adopt a tagline should align with your brand’s overall strategy and objectives, emphasizing coherence and effectiveness in conveying your brand’s essence to your audience.

A tagline is a powerful tool that can help businesses communicate their brand identity, differentiate themselves from competitors, and create a lasting impression with consumers. Whether you’re a startup looking to make a splash in the market or an established brand aiming to refresh your image, don’t underestimate the power of a well-crafted tagline. It could be the key to unlocking new opportunities and driving success for your business.