The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
In definitive global research, The Conference Board has found the development and consistent use of a tagline to be a key factor in brand strategy success. A tagline that succinctly and powerfully communicates the brand’s promise is one of the quickest, easiest and least expensive ways to communicate the brand’s new position to internal and external audiences. It should consistently accompany the brand’s logo in situations outlined by the brand architecture.
A tagline should achieve all of the following for your brand:
- Communicate the brand’s unique value proposition (brand promise)
- Be succinct
- Be memorable
- Cause a person to want to know more about or interact further with the brand
Achieving all of the above is more easily said than done. Over time, I have found that the less sophisticated the client, the more they are primarily interested in a tagline that sounds good, even if it doesn’t really say the right thing or anything at all about the brand. Many relatively unsophisticated clients would choose a tagline option that sounds great but that is completely off brand strategy over one that just sounds good but perfectly communicates the brand’s unique value proposition.
Yes, it is up to the brand consultant or marketing agency to create or recommend the perfect tagline, one that does all of the above, but I am amazed at how many clients are willing to walk away from their brand strategy to embrace a cool sounding tagline that means nothing. I have heard marketers and clients say, “I like that tagline because it could mean anything” or “I like that tagline because it could mean different things to different people.” Or worse yet, “That sounds so cool. Does it really matter if it communicates our brand’s promise?” Yes it does. Why bother with a tagline if it is not helping position your brand the way you want it to be positioned? Don’t settle for a tagline that just sounds good. Keep the process going until you have found one that achieves all of the above criteria. You will be rewarded with a stronger brand.
Sponsored by: The Brand Positioning Workshop