What Is a Tagline?
A marketer or writer will craft a tagline to communicate the value of the brand or products promoted in marketing material. A tagline should highlight what a brand is selling and why it is different/better from the competitors. Some can be witty and catchy, which will only help customers to remember it and provoke emotion.
Tagline
A short phrase that creates a memorable slogan to support a brand
A company can use taglines in marketing campaigns, print, TV and radio spots, promotional events, websites, and social media channels.
It is industry standard to stick to one tagline for promoting the brand, but not uncommon to have a few that cycle over time when launching new brands, products, or marketing campaigns.
The five styles of taglines:
- Descriptive
These taglines reinforce the brand’s or product’s promise. - Imperative
Imperative taglines demand action and usually include a verb. - Provocative
Commonly ask a question to get consumers to evaluate whether they can improve some aspect of their lives. - Specific
This type of tagline highlight’s the business sector of a firm. - Superlative
These taglines position a brand as the best.
Steps To Develop a Strong Tagline:
Identify the value by defining what you’re selling, your target market, and why that market should choose your brand or products over the competition.
Decide which tagline style will best communicate the value and promise to your target market. The style will help you zone in on the type of content to include in the tagline and the format.
Establish the overall tone or feeling you want your brand or products to convey. A tagline can be playful and rhyme, or another example would be a serious tagline that elicits a different response. Alliteration is also a good option.
Put it together, and you have a solid tagline that evokes emotion and leaves a lasting impression in no more than seven words. The key is to keep it simple, straightforward, and not vague.
Include a Tagline as Part of Your Brand Strategy
Sometimes a logo doesn’t tell the whole story, or you want to include a little something extra to connect with your audience. Peabody can even focus group different options so you feel confident your tagline gets the proper reception.