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Before the hype of memes and quoting movie lines, slogans and tag lines are one of the most effective way of marketing your brand outside the traditional above the line advertising. Even until now, creating catchphrases and associating it to brands is still a strong foundation of building an impact to your audience. If you want to make a dent in the industry, your battle cry should be powerful enough to convey your brand’s value proposition but shouldn’t be too long as if you’re explaining too much. Basically, it should be short yet fierce at the same time.
Slogans through time
The main reason why a company creates their slogan is the same reason that they have their own company logo – to establish brand image. A company’s tagline is a concise way of presenting its mission or vision statement. And besides, a picture needs a caption to deliver the message more effectively.
The combination of a creative logo and a catchy tagline can instantly boost the identity of any brand. It’s like how you select the best pair of pants that will match the alluring top you wear to work every day. The tandem of logo and copy is the image of the brand. But, the taglines goes a long way.
From a simple group of words, these slogans can become a daily household phrase. People or consumers will use these taglines in their normal conversations with family and friends, which is a powerful way of indirect advertising. That’s the main goal of brand taglines: to instill your brand’s message to the consumers’ minds. It’s called brand recall – and that’s a lasting marketing tool, for any brand.
What makes a catchy tagline?
“Finger Lickin’ Good”
“It’s the real thing”
“Just do it!”
“I’m lovin’ it”
These are only few of the most memorable taglines of all time. As you can see, none of them used their company’s name in their slogans. It’s not hard selling the product but the benefit of the product, which makes it more effective. We bet that you can name which brands those taglines are associated with in less than 3 seconds of reading each of it.
If you want to create catchy copies for your company and increase your brand recall, here are some of the basic characteristic of a great slogan:
People will remember and understand it
The main reason why a tagline has to be short is so people can easily remember it. A few words makes it catchier. It shouldn’t be too witty as well. If you will create a concept-based, double-meaning copy, make it something that your target audience can relate to.
Offer what you can do
Make sure to highlight the benefit of your product. Make them experience the joy of choosing your brand. Make it about them and not too much about you.
Highlight what makes you different
Take a look at your brand, look for something unique about you, and focus on that. Give importance to details that makes your product or services different from the others. Use your unique selling proposition as the basis of your copy.
Use positive words
Never hate and never negate. Your tagline should only represent the good things about your company. Fill your vocabulary with positive words so you can pull it out when choosing the tagline for your brand. Also, do not make your competitors look incompetent in your taglines.
Here are some of the best taglines and slogans of all time.
Nike – “Just Do It”
McDonalds – “I’m Lovin’ It”
KFC – “Finger Lickin’ Good”
Subway – “Eat Fresh”
Kit Kat – “Have a Break, Have a Kit Kat”
Heinz – “Beanz Meanz Heinz”
Skittles – “Taste the Rainbow”
M&M – “Melts in Your Mouth, Not in Your Hands
Rice Krispies – “Snap! Crackle! Pop!”
Kelloggs Frosties – “They’re GR-R-R-reat”
Dr Pepper – “What’s the Worst That Could Happen?”
Pringles – “Once you pop, you can’t stop”
Red Bull – “It Gives You Wiiiings!”
California Milk Processor Board – “Got Milk?”
Typhoo – “You Only Get an ‘OO’ With Typhoo”
Carlsberg – “Probably the Best Beer in the World”
Tesco – “Every Little Helps”
John Lewis – “Never Knowingly Undersold”
Maybelline – “Maybe She’s Born With It, Maybe It’s Maybelline”
L’Oreal – “Because You’re Worth It”
Max Factor – “The Make Up of Make Up Artists”
De Beers – “A Diamond is Forever”
HSBC – “The World’s Local Bank”
Energizer – “It Keeps Going, and Going, and Going…”
MasterCard – “For Everything Else, There’s MasterCard”
Jaguar – “Grace, Space, Pace”
Zurich – “Because Change Happens”
Panasonic – “Ideas for Life”
Nokia – “Connecting People”
Google – “Don’t be Evil”
Apple – “Think Different”
To completely build your brand’s image, you should maximize using the three elements of your brand: your business, your logo, and the slogan. These three have to be used in a strategic manner in all your online and offline presence. It will make your marketing campaign more creative.
And before your consumers go like McDonald’s “I’m Lovin’ it”, you have to be like Apple and “Think Differently” or be like Nike and “Just do it!”