Okay, readers… name that company! Simple, right? And what about this one:
“Just Do It”
Psh. Everyone knows that one. So try to fill in this blank:
“Nothing runs like a _______”
If you’re bored of this game, because it’s WAY to easy, then you’ve witnessed first-hand the brilliance of a cleverly crafted tagline. Not only does the company name spring immediately to mind, but these taglines also capture the essence of the brand in a remarkably concise nutshell.
Let’s take a look at what taglines are (and aren’t), why we should have one, how to write one and, of course, what to do with it.
What is a Tagline?
A tagline is a short, memorable phrase that helps identify your company, like these 100 most influential taglines of the century.
Because taglines are intended to go the distance with a company – i.e. withstand the test of time – they become a “silent salesman” of sorts for your company. It represents your company, even when you’re not around. So, whether it’s racy, funny, inspirational or serious, your company’s image will be painted with the same brush.
Taglines are not to be confused with slogans, mottoes or mission statements. Slogans can change from campaign to campaign. Mottoes are a pledge, or a statement of intention. And mission statements… well, just read my previous two posts.
Why Use a Tagline?
A memory is a tricky thing. To stick in one, a smart marketer will use all the tools at his or her disposal, and that includes a tagline. Company names aren’t always meaningful in a way that builds an association in a customer’s mind. No problem. The tagline – designed to be memorable – steps in to do the job.
How to Write a Tagline
If you thought cramming the essence of your business into a Mission Statement was a challenge, now it’s time to pack your identity into a single word or phrase. However, you’ll be surprised where, when and how tagline inspiration will strike.
Here’s a great tagline article (disregard the incorrect use of “Slogan”) to get you started.
What to Do With Your Tagline
As a promotional tool, a tagline often accompanies a logo but, if you play your marketing chips right, can be just as effective on its own… like the ones I mentioned at top. Your tagline can go into everything from print campaigns and websites, to commercials and, ideally, popular culture. Just get it out there.
The DMT Artistry Tagline
This tagline sprang epiphany-style from a DMT Artistry discussion with family. My husband said the words in passing, and we all did a double-take; they just… fit.
It emphasizes the personal nature of my business style, the importance I place on a company’s “human element”, and my knack for rendering the ideas in your head into functional design.
What’s your company’s tagline? Why? What image does it give your business?
I’ll end with the global tagline of my favorite car brand, Infiniti – a tagline that, I believe, sets a standard for all businesses: ” Inspired Performance”
Next Week: “Going Up? Creating the Ideal Elevator Pitch”
Dawn M. Tomczyk-Bhajan | DMT Artistry, LLC | www.DMTArtistry.com
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