A business guide to brand taglines
21
A BUSINESS GUIDE TO BRANDING, DESIGN & MARKETING
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Transcript of 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.
