What is a tagline?
A tagline is a slogan, statement or clarifier typically used in marketing and advertising to sum up the tone or premise of the brand. It can create interest, make a promise or simply reinforce the audience’s perceptions or memories of a product. Taglines are typically short, unique and easy to say and remember. Sounds easy right?
Creating the perfect tagline for your company can be extremely difficult. There are many pitfalls – they can’t be negative, misleading, confusing or over promise. But the great thing about a tagline is that they don’t need to be timeless. They can change and, in many instances, should. These changes are usually in response to external changes, such as an economic shift or internal changes like new product lines and company focus.
What type of taglines are there?
There are many types of taglines. No one is better than the other and the type chosen usually depends on the industry. Here are a few of the most common categories.
- Specific – reveals the business category.
Olay. Love the skin you’re in. - Provocative – thought provoking and usually a question.
Cingular Wireless. What do you have to say? - Superlative – positions the company as the best.
BMW. The ultimate driving machine. - Descriptive – describes the service, product or promise.
Target. Expect more, pay less. - Imperative – commands action.
Nike. Just do it.
When is the right time to update a tagline?
One of the best taglines was Home Depot’s “You can do it. We can help.” It was the perfect fit for this do-it-yourself retailer. It definitely evoked the perfect emotion – “I want to go to Home Depot because I can do it and their going to help me.” It was the perfect fit at the perfect time. Some of the most popular shows on TV were do-it-yourself themed. The country was obsessed with remodeling and redecorating.
Fast forward a few years to early 2009. Home Depot shifted its focus from do-it-yourself to a more value-oriented tagline – “More saving. More doing.” Sound familiar? Walmart’s latest tagline is “Save money. Live better.” Plagiarism – no. Its more of a universal focus on returning to value, which is a very appropriate strategy if not the only strategy during our recent economic downfall. So for now we can rest easy knowing that Home Depot is saving us money. Once the economy balances out expect to see another tagline. Here are a few from Home Depot’s past.
1994: Where low prices are just the beginning.
2001: Driving down the cost of home improvement.
2003: You can do it. We can help.
If you or your company ever find yourself contemplating your tagline. Just remember – “Need a Tagline. We Can Help.”
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Tags: Branding, branding talk wilmington nc, branding wilmington nc, Taglines, taglines talk wimington nc
