Just like getting some songs out of your head, getting your business name IN to people’s head can be quite a challenge.
That’s where creating a memorable tagline can be worth its weight in gold (OK, so a tagline doesn’t really weigh much that much (unless you carve it into granite)… but it’s definitely worth more than you can poke a stick at!)
A tagline (or slogan) is a short sentence – or even just a word or two – that sums up your business. Ideally your tagline should convey the benefit of your business to your would-be consumers, communicate your USP (unique sales proposition), or embody your business philosophy. A great tagline can even stand alone from your business name.
Can you identify the businesses that belong to these taglines? (Find the answers at the end of this post.)
- Finger lickin’ good
- When it absolutely, positively, has to be there overnight
- Melts in your mouth, not in your hand
- Because you’re worth it
- A glass and a half of full cream milk
- It’s French for yoghurt
- Let your fingers do the walking
Chances are you managed to identify every one of these taglines – or had at least heard of them. If you take a closer look, you’ll see that each of these taglines have very effectively summed up the benefit, USP, or philosophy of the product or business.
When launching a new product or business, a well written and well defined tagline can immediately convey to prospective customers not only what you offer, but also how they stand to benefit.
But creating an effective tagline can be a difficult thing… especially if you’re not already a well-established brand. We’re all familiar with Ford, Holden and BMW, but imagine for a moment that these names were completely unfamiliar to you.
- Ford – Feel the difference
- Holden – Go better
- BMW – The ultimate driving machine
Which of the above taglines would you most associate with a car? Likewise with the following taglines, which would you most associate with an airline?
- QANTAS – The spirit of Australia
- Air France – Making the sky the best place on earth
Without prior knowledge of these companies, QANTAS could well be a brand of bourbon and Ford could be selling condoms!
Do you have a tagline? How does it stack up? Does it stand alone to convey the benefits and USP of your business, products or services?
Here are some more taglines for well-known companies. Are there any you think are particularly good or bad? What are your reasons?
- Adidas – Impossible is nothing
- Coke – The real thing
- McDonalds – I’m lovin’ it
- Apple – Think different
- Microsoft – Be what’s next
- Sony – make.believe
- LG – Life’s good
- Optus – ‘Yes’
- Avis – We try harder
- Budget – Drives your dollar further
- Trip Advisor – Get the truth, then go
- Nokia – Connecting people
- NAB – More give, less take.
- Commonwealth – Determined to be different
In the meantime I’ve also been giving a lot of thought to my own branding and tagline. Keep watching this space to see my own brand makeover – coming soon!
Did you guess correctly? KFC, FedEx, M&Ms, L’Oreal, Cadbury, Yoplait, Yellow Pages.