Blog Post By: Kallista Baebler, Baer Performance Marketing Intern
Making an impression in the minds of customers is a common goal of many businesses. One way to do this is by getting customers to associate your brand with a certain phrase. This phrase, or tagline, can help with developing or maintaining a positive brand association if done correctly. In a way, our minds are branded with these taglines. After all, how many people know the tagline associated with M&Ms or Nike?
What is a tagline and why is it important?
When looking to set your business apart from the rest, it is important to have a tagline. A tagline is a short line that allows you to quickly and efficiently sum up your business for customers. This can include business goals, product benefits, and your positioning. Forbes describes a tagline as the glue of a brand. This is because a tagline has the ability to fill any gaps that your marketing plan isn’t thoroughly covering.
Tips on creating an effective tagline
Now that we’ve covered what a tagline is, it’s time to get to work on creating a tagline for your business.
Keep it simple: A tagline is not meant to be overly long. Most taglines are under 9 or 10 words. This is all you should need to set your brand apart from the rest. Anything longer than this may not be memorable to customers. Simplicity makes it easier to recite, as well. If the messaging is strong, a brief tagline can go a long way in advertisements.
Think long term: Even though businesses can change a tagline, it is important to think in terms of longevity. It’s important that you’re not using anything that may become dated quickly. For example, taglines that revolve around technology are exposed to a greater risk due to the frequent changes in this industry. Once a tagline is known by customers, it can be hard to break away from it. Think of Verizon for an example. Verizon is well known for their tagline of “Can you hear me now?”…but imagine if they were to move away from this. Getting customers accustomed to a new tagline will take time, and it could end up being rejected.
Clarify your brand’s market position and benefits: Can potential clients understand your business by your name or logo? A tagline can come in and clarify these missing facts. This is also a way to keep the benefits of your company in the back of a client’s head when they’re choosing between brands. Your tagline might stick out just enough giving them the determining factor in their purchase.
At Baer Performance Marketing, we realize there is no “one-size-fits-all” plan for companies to follow. That’s why we work closely with each client to develop an image and voice that best represents their brand, speaks to their target market, and evokes emotion. Looking for help when it comes to your company’s copy and creative? Contact us today to see what we can do for you.
