While a logo and business name can tell you a lot, a tagline and/or brand promise (a few words or succinct statement) that positions your brand for success can be a very powerful asset.
You can use a tagline to separate you from competitors and outline your unique point of difference. This can also be your promise to customers. This is your big strategic play.
A great tagline can help propel business growth and dominate market-share. One of the most renowned examples is when Avis back in the 60s developed one of the first ever underdog campaigns as the No.2 challenger brand and introduced their brand promise – We Try Harder, growing their market share from 29% to 36%1. More recently Dominoes rebrand in 2013 underpinned with the brand promise guarantee of ‘Pizza delivered in 30 minutes or its FREE!’ has seen it totally dominate the pizza sector and is now the largest pizza brand in the world.2
When developing a tagline or brand promise consider the following:
• Make them punchy, memorable and meaningful
• Sum up your value proposition with a ‘what’s in it for me’ view as the customer
• Based on ‘Why choose me?’, not ‘What we do’ (as this does not differentiate you from others)
• As your brand evolves your tagline or promise can go from more literal (i.e. how we do things) to conceptual (i.e. an attitude, belief or feeling)
• If it is a tagline keep it locked up with your logo to reinforce it’s a consistent brand position, not a trending headline
Here are some great examples of memorable taglines:
Nike – Just Do It
KFC – It’s finger lickin’ good
McDonald’s – I’m lovin’ it
M&M’s – Melts in your mouth, not in your hands
Gillette – A best a man can get
Apple – Think Different
Red Bull – Red Bull gives you wiiings
Disneyland – The Happiest Place on Earth
KitKat – Have a break. Have a KitKat
Rice Bubbles – Snap! Crackle! Pop!
Loreal – Because you’re worth it
1. Avis – We Try Harder
2. Dominoes Market Share
Article by Simon Druery
Simon Druery, Brand Strategist. What gets Simon jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.