Short catchphrases or slogans known as taglines, are all around us. Despite a prediction in AdWeek in 2013 that the “tagline is dead,” taglines have continued to be a critical part of successful marketing strategies. Let’s look at the basics of taglines: what are they and what role do they play in your overall marketing plan?
What is a tagline? Tagline Guru defines a tagline as a succinct phrase, situated under or alongside your logo, that communicates a single but powerful brand message designed to resonate strongly with an intended audience. Taglines are also referred to as slogans, mottos, strap-lines, and end-lines. While taglines may take a lot of effort to create and market, they should be easy to remember and sometimes even sing! We have all probably gotten a tagline stuck in our heads and repeated it continually. That is a successful tagline!
What is the objective of a tagline? A tagline is an important tool in branding your company. Taglines accomplish several things including:
- Convey your brand’s qualities and character.
- Express the meaning of your organization’s vision or mission.
- Emphasize a key differentiators or competitive advantage.
Why is a great tagline important for your company?
- Some brands are recognized by their tagline. This customer recognition will lead to higher sales and more conversions. A catchy tagline will help consumers remember your brand when it comes time to purchase.
- Taglines are a communication tool that helps your products/service differentiate itself from the competition and highlight key benefits in a short phrase.
Take this abbreviated tagline quiz to find out how much taglines have impacted your life. This quiz comes from Tagline Guru.
In 1979, AT&T unveiled a new tagline, “Reach out and _______someone.”
(a) hold; (b) call; (c) touch; or (d) hug
General Electric introduced a new tagline in 1981, “We bring _________things to life.”
(a) good; (b) great; (c) bright; or (d) new
“You’re in good hands” is a tagline used by which of the following insurance companies?
(a) State Farm; (b) Allstate; (c) Met Life; or (d) Prudential
Whose tagline is “That was easy?”
(a) Office Depot; (b) Home Depot; (c) Costco; or (d) Staples
Which company is known as the “King of beers?”
(a) Miller; (b) Pabst Blue Ribbon; (c) Budweiser; or (d) Coors
answers: 1-c 2-a 3-b 4- d 5-c