Tagline vs. Positioning Statement

When you think “tagline” what comes to mind? What about when you hear “positioning statement”? Do you know the difference between the two? If you don’t quite know what the difference between a tagline and positioning statement is, don’t worry; you’re not alone. Many people tend to get the two confused all the time. Today, we will clear up some of the difference between the two and their soul purpose. Follow along to get a better understanding.

Taglines:

Chances are that when you think “positioning statement” you may actually be thinking about the tagline. A tagline is made to express the value of a product or service to help improve the appearance and position of a brand. Its duty is to help portray what the company does and who they are.

When creating a tagline, you want to make sure that you can answer the following questions:

  • What do we do for our customers?
  • How do we better our customers’ lives?
  • What is our unique selling proposition?

Once you are able to answer these questions, it’s time to put it all together into a clever statement. A tagline should be clever and witty, so don’t be afraid to use a play on words. It should definitely convey your company’s personality, as well. How else will you make your business memorable?

Positioning Statement:

A positioning statement is much more complicated than a tagline. It requires more information in just as a memorable way as a tagline. The components of such statement are:

  • Target audience
  • The solutions it offers
  • Comparison to competitors
  • Unique selling proposition (USP)

Here is a template to help get you started:

“[Brand’s name] is for [target audience] looking to [explain the services] unlike others [related industry]. [Explain why your business is unique in, at least, 3 points].”

Are you having trouble coming figuring out how to position your brand? Contact Sperling Interactive for a consultation.

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