How important is a Tagline/Slogan?
Great taglines or slogans instantly create meaning around a brand.
L’Oréal: “Because You’re Worth It”
Tesco: “Every Little Helps”
McDonald’s: “I’m Lovin’ It”
All nicely capture something special about those brands.
Great taglines should embody three characterists.
They should be Meaningful – motivating and memorable
From the customers point of view the tagline needs to be meaningful. Why would a consumer buy it? A good example is the Dollar Shave Clubs: “Shave Time. Shave Money.” It incorporates two of the service’s benefits: cost and convenience and it perfectly represents the overall tone of the brand.
Now let’s look at the second M – Motivating. The essence of motivating is to cause the target audience to want to purchase. The tagline must stimulate the target audience to take action. Apple have been successful in achieving this with their tagline “think different”. It’s both statement of its corporate philosophy and a motivational rally point for its legions of devoted fans.
Finally, a tagline must be memorable. It needs to stay with an audience. Quick – what’s Nikes tagline !!?
Just do it but I’m sure you knew that. This tagline embodies the 3 M’s perfectly . It’s meaningful, motivating and memorable.
A tagline has great potential to for enhancing your brand’s meaning. As you build your brand consider the 3 M’s.
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