A Brief Explanation Why to Use Taglines When Branding

Why should you use a tagline when branding? Well, some believe that they are useless/have overrun their course. However, many other marketers believe that it is just a matter of creating ones that are effective, creative, and memorable.

First, let's distinguish a tagline from a slogan. A tagline is a message your business has for a long time, perhaps forever. Nike's is "Just do it". A slogan is like a tagline but for a specific product, service, or campaign; so maybe Nike would create a slogan for a new running shoe. Understand?

So why should you use a tagline for your business? Will it really make for good branding?

What are the benefits of a tagline? 

• A good tagline will help you send a clear message of what your brand desires, needs, gives, etc. If your sandwich shop has the tagline, "Premium quality ingredients. Delicious Sandwiches." then people know you don't settle for ingredients that fell off the back of a truck but rather select ones that took effort to grow/make. 
• It will help you stand apart from the competition. Now say your competition's tagline is, "Good sandwiches fast."Well, sure, they might get their food ready faster than you but maybe they get meats that are not as tasty. Most people would rather wait an extra 2 minutes and get something worth eating than quick and mediocre. 
• Good taglines provoke emotion which helps consumers connect and take action. "Wow, this place cares about their customers because they get really awesome ingredients; this Swiss cheese is divine! I like them, they show love for us!" 
• It helps you be versatile. Now you don't have to name your shop, "Joe's Sandwich Shop" because people will know what you sell because of your tagline. 

How can you make a great tagline? 

As a Los Angeles marketing company, we have over 20 years of experience creating taglines. It can be tough but when you have a real understanding of the business, then they come much more easily. 

1. Think about why you created the business. What was your promise when you created it? Back to the sandwich shop example, your promise could be to make sandwiches something people desire for lunch and not just settle for. 
2. Remember to use personality. Use a personality that is appropriate for your target market. 
3. Use pathos- draw on emotion. 
4. Be inspired! 

If your business needs a great tagline or a new slogan, then contact Integraphix. Need to do some rebranding? We do that too.