Do you recognise these catchy taglines: “Just do it”, “I’m lovin’ it” and “Because you’re worth it”? If you’ve not guessed it yet, Nike, McDonald’s and L’Oreal were the names behind these snazzy slogans that have resonated with consumers across the globe.
Taglines fulfil an important functional purpose. They summarise into a short phrase what your company is all about, and succinctly captures the value you bring to your customer. Beyond its advertising objective, a good tagline can also help to differentiate you from your competitors. So, want to find out what makes a great tagline? Let’s check out some of the key takeaways.
A good tagline should clearly explain your business such that if someone read it on your business card or website, they would instinctively know what you do without needing further explanation. A great example is local grocery store Cold Storage’s tagline “The Fresh Food People”.
Use short keywords or phrases that are easy to understand. This would also help consumer recall of your brand. Sandwich franchise Subway’s “Eat fresh” slogan is a good example of a simple yet effective tagline.
Describe the unique value that your company offers to the customer, and what makes your company stand out from the rest. A prime example of this tenet is Apple, with its revolutionary “Think Different” slogan that celebrated visionaries such as Albert Einstein, among others, who challenged the status quo and changed the world. This out-of-the-box approach helped to set it apart from its competitors and reinforced its image as an innovative company.
Some of the best taglines get ingrained into the customer’s mind because they have a strong appeal to our basic emotions from the get-go. They accomplish this by using catchy phrases that are easy to say and easy to remember like Chocolate-maker M&Ms’ classic “Melts in your mouth, not in your hands”.
Make a call to action
Beyond evoking an emotional response, a successful tagline should ultimately influence buying behaviour. American Express’ “Don’t leave home without it” makes a clear rallying call for the consumer to take action.
In a world of information overload, taglines do matter. It may be worthwhile to invest in a good tagline that accurately reflects what your company is all about and create that all-important positive first impression that will stick in your customers’ minds.