Are Taglines a Things of the Past?

A tagline has always been seen as an important part of your brand’s marketing, regardless of your company’s size.

In a few short well-chosen words, it sums up your brand’s promise, but is it still relevant today?

Just look at some of the biggest companies around like Amazon, Apple, eBay and Google, they don’t rely on taglines, their logo is enough to instil the values they hold dear.

OK, the chances of your business commanding the same kudos in your industry is unlikely (you don’t have their marketing budget for a start), but if they can go tagline-less can you?

More and more companies are moving away from them, but is that because the vast majority of taglines are, well, not to put too finer point on it, bad?

Is there a value in taglines?

Look at is this way, advertising is moving away from selling. Overt sales pitches don’t cut it any more (did they ever?). Consumers want to be wooed; they want to be shown how great their life will become if they buy your product. In other words, your marketing has to be all about them and not about you.

The inclusion of a tagline however, creates a hook that attaches itself to their mind permanently telling them:

• I’m lovin’ it – McDonalds
• Just do it – Nike
• We’re better connected – 02
• Every little helps – Tesco
• It gives you wings – Red Bull
• The make-up of make-up artists – Max Factor
• 8 out of 10 cats prefer it – Whiskas

A good tagline can permanently cement itself from childhood, who doesn’t remember the Frosties, They’re Grrrrrrreat!

It instantly conveys what your brand stands for and your customers’ attitude towards it.

How to create a winning tagline

Only time will tell if you’ve come up with a cracker, but here are a few tips to try and get you on the right course.

• Do you want it to reflect your values or your product/service?
• Does it reflect the emotions and feelings of your customers?
• Does it gel with your businesses ideology?
• Use simple language without any jargon
• Will it date quickly or does it have longevity?
• Is it memorable?

Ultimately, ask yourself whether it adds value to your brand?

If you’re really struggling to come up with something perhaps it’s worth going to market without one.

In time, as your business grows and you understand it better (and your customers), you can always do a mini rebrand exercise and introduce one.