Written Branding - Taglines

When thinking of branding, most people only think of the visuals. But there is another side—the writing. A slogan or tagline is usually the first noticed form of written branding because it is marketed the most, usually alongside the logo.

With a proper tagline, the goal is get communicate a key brand takeaway in just a few words. Cliché or overused phrases like, “The best customer service in town,” is a poor choice. Everyone says that. Come up with many ideas and discuss them with others. Settle on something that says something important and unique about the brand.

More established taglines don’t always tell the customer about the company or product directly, but more how it will make you feel. A good example is McDonald’s “I’m lovin’ it,” slogan. It tells the customers that they are going to have a great experience. Energizer’s “Keep going” slogan ties directly to the iconic pink rabbit that never stops moving. It illustrates something about the products instead of just stating it.

Not every brand needs a tagline or slogan, so make sure it makes sense before you undertake the task of developing one. If you have mass-market approach, heavy customer contact, or other outreach marketing program, this could be a tactic that works for you.

Come back tomorrow to learn others ways that written branding matters.