a business guide to brand taglines

A BUSINESS GUIDE TO

BRANDING, DESIGN & MARKETING

TAGLINES TAKE ON A DIFFERENT ROLEDEPENDING ON THE NAMING APPROACHTHE COMPANY HAS TAKEN OR THEBRAND THEY ARE SUPPORTING.

BRANDING, DESIGN & MARKETING

A GOOD TAGLINE HELPS COMMUNICATE APROMISE OF VALUE TO THE TARGET AUDIENCEAND ULTIMATELY POSITIONS THE BRANDWITHIN THE MARKET.

BRANDING, DESIGN & MARKETING

WHEN THE NAME IS ITSELF A BENEFIT-ORIENTED ONE, THEN THE TAGLINE SHOULDEXTEND THE BENEFIT TO A MORE EMOTIONALOR HIGHER-LEVEL PLANE.

BRANDING, DESIGN & MARKETING

IT SHOULD PUNCTUATE OR ENHANCE THEPOSITIONING BENEFIT, NOT CONFUSE THETARGET AUDIENCE WITH A COMPLETELYDIFFERENT BENEFIT.

BRANDING, DESIGN & MARKETING

WHEN THE NAME IS NOT A BENEFIT-ORIENTED ONE, THEN THE TAGLINENEEDS TO STATE THE BENEFIT IN AMEANINGFUL AND MEMORABLE WAY.

BRANDING, DESIGN & MARKETING

THE BEST TAGLINES ARE THOSE THATMENTION THE BRAND NAME BECAUSEYOU CAN’T SAY THE TAGLINES WITHOUTSAYING THE NAME OF THE BRAND.

BRANDING, DESIGN & MARKETING

SOME TAGLINES ARE OBVIOUSLY BETTERTHAN OTHERS, AND THERE ARE A FEWGUIDELINES, OR RULES OF THUMB, THATCORRELATE WITH GOOD TAGLINES.

BRANDING, DESIGN & MARKETING

BRANDING, DESIGN & MARKETING

HERE’S OUR

FOR GREAT TAGLINES

BRANDING, DESIGN & MARKETING

IT SHOULD CONTAIN NO MORE THANEIGHT TO NINE WORDS, AND FEWER ISALMOST ALWAYS BETTER.

>ONE.

BRANDING, DESIGN & MARKETING

CUTE AND CATCHY IS NOT ASIMPORTANT AS MEANINGFUL.PEOPLE REMEMBER BIG IDEASABOUT THINGS THAT ARE IMPORTANTTO THEM LONG AFTER THEY FORGETCUTE PHRASES, PUNS OR JOKESWITH A DOUBLE MEANING.

>TWO.

BRANDING, DESIGN & MARKETING

PAINT A WORD PICTURE IF YOU CAN.CHOOSE WORDS THAT GRAB PEOPLE ANDARE EASY TO REMEMBER.

>THREE.

BRANDING, DESIGN & MARKETING

THE GOAL IS TO COMMUNICATE ORENHANCE THE POSITIONING BENEFIT,NOT TO ENTERTAIN OR AMUSE.

>FOUR.

BRANDING, DESIGN & MARKETING

IF YOU CAN, INCLUDE THE BRANDNAME IN THE TAGLINE SO IT’S ANINTEGRAL PART OF IT.

A PERFECT EXAMPLE OF THIS IS:

>FIVE.

BRANDING, DESIGN & MARKETING

“THERE ARE SOME THINGS THATMONEY CAN’T BUY. FOR EVERYTHINGELSE THERE’S MASTERCARD”.

>FIVE.

BRANDING, DESIGN & MARKETING

WHICH GIVEN IT IS THIRTEEN OR SOWORDS LONG, BREAKS MY FIRST TIP OFTHE SHORTER THE BETTER.

BUT GIVEN IT MENTIONS THE BRANDNAME IT TRUMPS ALL OTHER RULES.

>FIVE.

BRANDING, DESIGN & MARKETING

EVEN IF YOU DON’T HAVE MILLIONS OFPOUNDS TO SPEND ON MARKETING,THIS IS THE BEST APPROACH.

BRANDING, DESIGN & MARKETING

IT’S NOT ALWAYS EASY, HOWEVER,AND MOST TAGLINES DO NOT DO THIS.IT’S LESS OF A PROBLEM, OF COURSE,WHEN THE BRAND NAME ITSELF ISBENEFIT-ORIENTED.

BRANDING, DESIGN & MARKETING

Our Top Tip:

BRANDING, DESIGN & MARKETING

THERE ARE BRAND CONSULTANTS WHOSPECIALISE IN BRANDING STRATEGIES ANDPOSITIONING WHO CAN GUIDE YOU THROUGHTHE WHOLE PROCESS AND ADD A FRESHPERSPECTIVE TO THE PROJECT.

>TOP TIP.

BRANDING, DESIGN & MARKETING

email: hello@darwinbrandconsultants.com

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