Startup Question by Sondra D. Jones:
Brands can achieve lots with a unique, simple, yet snappy tagline for their individual products. It communicates a clear message regarding the benefits of your product or service to the right audience. Ideally, a successful tagline consists of the following few characteristics:
1. It Promises A Key Benefit:
So what does your product really do for the customer? Does your tagline directly identify the benefit in your statement? Remember the classic M&M ad from 1954 which even the younger generation knows about: “Melts in your mouth, not in your hand.”
2. Stays Fresh In The Memory
One essential quality of a strong tagline is that it is memorable. With a little effort and creativity, that can be achieved by using common phrasing and simpler syntax with a twist. Adding a little bit of excitement, humor, and rhyming words would also make your tagline unforgettable.
3. Original And Realistic
Taglines contribute to the distinctive position of your brand, just like the logo identity. If it doesn’t help your brand stand out among a myriad of other mediocre brands, then there is practically no use of it. Avoid clichéd adjectives, hyperbolized comparisons, and unrealistic phrases, such as “top” or “the best,” at all costs. Don’t make it trite, and thus, hard to believe for the customer.
4. Reflects The Brand’s Personality
Whatever your brand’s vision is for its customers, it should clearly be reflected in the tagline. It should be synchronized with the personality of the brand. For example, if your brand is related to fun and entertainment, then your tagline should be fun and entertaining too. The iconic Nike tagline “Just do it” accomplishes this attribute with success. It’s brief, to-the-point, shows the spirit of the brand, as well as the attitude customers identify it with.
