Taglines Represent your Company in a Nutshell
“Do the Dew” “Just do it.” “Finger lickin’ good” Sounds familiar? They are taglines of Mountain Dew, Nike, and KFC. If you’ve played guess the tagline with your friends before, you are probably familiar with hundreds of taglines today, from local stores to famous brands.
Taglines are actually one liners that are designed to make the company memorable to people. They help them visualize the brand and provide a powerful catch phrase that conveys a message in just a few words. It’s quite difficult to say it all in just a few words but if the company focuses on its strengths, they will easily come up with a short but memorable tagline.
Consider Volkswagen’s current tagline “Das Auto”, which translates to “The Car”. It conveys to people that their small automobiles are available for everyone for a considerably affordable price. Porsche’s “There is no Substitute” tagline says that they are the best sports car manufacturer in the World. In those simple worlds these companies are able to communicate their best attributes to people.
Research revealed that taglines have a strong pull on people especially when encouraging them to spend money. For instance, people are encouraged to spend more when exposed to the slogan than the slogan. Take Wal-mart’s “Save Money, Live Better” tagline. People are inclined to spend more when they see the slogan than just by looking at the name of the company. The bottom line is the right tagline will help increase a company’s sales.
If you don’t have a tagline yet, this is the best time to create one. Next to your logo, the tagline will be the determining factor in the success or failure of your marketing campaign. Everything that is associated to your business, from your website to your signage, booklets, and promotional products should have the tagline. While large firms hire advertising firms to create their tagline, you don’t have the same budget as theirs. There’s always the option of creating them yourself. For additional savings, you can get discounts on booklets, signage, and even website creation if you find the right marketing expert for the job.
Start creating your tagline today by following these simple steps:
• List down the good attributes of your business.
• Identify who your target audience is.
• Say it in a few words. Nike was able to do it in three words (Just do It) while Inter did it in two (Intel Inside).
• Make it simple. Use simple words. Don’t use words that will require people to consult the dictionary.
• Test the tagline. Ask friends, family, employees, and colleagues for their feedback. This will help you figure out what works and what doesn’t on your tagline.
• Give it enough thought. Don’t rush the task. Remember the tagline has to affect people in a positive way so invest enough time and effort on it.
Studies and research reveal that using taglines do help increase the bottom line. Hopefully, you know better than not to take advantage of the marketing power of taglines. Put them on everything associated to your business and see how it will bolster your sales. Every printed material you produce should particularly contain the tagline. Don’t worry too much of the cost as discounted booklets, business cards, postcards, and others are available these days.
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