In terms of the brand, two approaches, slogans, and taglines are among the most effective ways to cause a good association with the audience. Despite the fact that the two are generally grouped under the same category they do different jobs and have different attributes that set them apart. Now let’s take a closer look at what differentiates them and why both are so important for brands.
Understanding Slogans
A slogan can be defined as a tagline which conveys the unique message or the benefit that is unique to any brand. It is usually more elaborate and is employed to convey particular characteristics of a company’s products or services where the company interacts with its target Market. Slogans are a dynamic feature of a company’s marketing communication strategy that change from time to time in response to changes in the marketing environment or changes in the company’s marketing objectives.
For example, McDonalds using the tagline “I’m Lovin’ It” tries to capture the feeling that people have while consuming their food. Likewise, Nike’s previous motto: ‘Just Do It’ doesn’t advertise shoes; it promotes a philosophy of self achievement and conquering challenges which is appealing to sport lovers and athletes.
Slogans, or taglines, are, by their nature, an imperative statement, a statement that elicits an emotional response about the product or service being advertised. They can target a particular campaign, a particular market segment or the ‘feel-good’ or ‘think, about’ factors behind products and services of a brand. These phrases are created to be useful for the brand’s target audience and can also change over time together with a brand. For great slogans for business, one recommendation is that you consider what matters to people out there emotionally. A slogan of business must be plain but it should hold a meaning able to make a significant impact in the customer.
What Is a Tagline?
A tagline, on the other hand, is the kind of phrase that remains and venerates the principle of a brand. It is typically positioned beneath the brand logo and serves as the micro summary of the company’s mission or essence. While the slogans are different from campaign to campaign, taglines have to be steady, with the ultimate objective of identifying with the brand.
Take Apple, for example. Speaking their brand slogan “Think Different” to the company’s belief of originality and uniqueness. It’s not a campaign of a product but an embodiment of the company’s values and contributes to Apple’s branding largely. In the same way, L’Oréal has a superbly strong tagline-‘Because You’re Worth It,’ which directs the attention to the company’s customer and their worth.
Although, tags lines serve to be more timeless than slogans. They subcommunicate what the brand stands for and usually create emotional equity in the long run through consistent repetition of their promise across all the points of contact.
Key Differences Between Slogans and Taglines
Purpose and Use
The specific use of slogans is to promote particular campaign initiatives. They are general and usually tend to focus on specific attributes of goods, services or events. It is not so rare when a brand creates several slogans throughout its history or only at a certain period, uses one general and one specific for diverse campaigns. If you’re concerned with how to make a slogan consider the focal points of a specific campaign and the set product attributes to be marketed.
Taglines are focused on building a long-term identity. They remain unchanged for long periods, often becoming iconic markers of a brand’s identity. Many companies rely on slogan design that aligns with their tagline to ensure cohesion.
Duration
Slogans are short lived and frequently modified in order to maintain the novelty and interest of marketing campaigns; for example when a new product appears on the market or in the event of significant shifts in the market.
Taglines are more enduring. They persist to emerge time and again as they work to set the foundations and it is easier to be loyal to a brand that constantly reminds you of what it is based on.
Content
Slogans are relatively more liable to be a subset and could focus on a particular distinctive attribute or emotion connected with it. They can be sentimental, funny or informative depending on the whole campaign being run. Of course, branding is the process of aligning the slogan with the first benefit or attribute of the brand’s offerings.
Slogans are short and are related to the umbrella term of a brand. They are not strictly speaking of campaign related and is more than often related to the brand philosophy or vision.
Tone
It is important to understand that the tone of a slogan can highly and easily change depending on the marketing environment and the target market. This could be a rather exciting approach, convincingly persuasive or even reassuring depending on which particular product or service is being promoted.
This means a tagline should embody a single brand personality across the media it is used in. Depending on the jokes sensitivity of the brand, it may contain an amusing and or humorous spin to the generic line. If the brand was serious, the tagline would create confidence and trust in clients.
Examples to Illustrate
Slogan Examples: “Finger Lickin’ Good” (“KFC”) or “Have It Your Way” (“Burger King”) are specific campaigns that give a unique identity to certain marketing efforts.
Tagline Examples: “The Happiest Place on Earth” (“Disney”) or “Melts in Your Mouth, Not in Your Hands” (“M&M’s”) give an enduring impression that encapsulates their brand essence.
Why Slogans and Taglines Are Both Essential
While slogans and taglines are essential for brand development, they are unlike similar elements with distilled, but related roles that fit well together. Promotions are beneficial to easily draw the focus of customers and set certain campaigns that may be popular, relevant for certain period or relevant at a certain time, or limited only to some audiences. They offer the kind of freedom that brands require in their communication to be able to change their approach depending on circumstances within the marketing environment.
While taglines aim at creating identify, tagline is used to build brand allegiance, through a consistent reiteration of the same message. They make it easier for people to remember on the deeper value of what a brand represent to the general public. Good tagline elicits an emotional response and serves as an easy and fast reference to what customer will get.
How to Create Effective Slogans and Taglines
Therefore, it is crucial to make a slogan as descriptive and linked to the campaign or the achievement of appealing a customer’s feelings. It must be easily memorable and sound different from others; it is supposed to reflect the concept of a particular product or promotion. Companies many a time create a slogan for matching with specific product category launches or consumer groups.
For example, a brand launching a new line of organic energy drinks might use a slogan like, “Natural Energy, Anytime” to resonate with health-conscious consumers.
A tagline thus needs to be selected from a message, which may one day be associated with the brand. Just like the company’s values and goals will inform its career, your brand mission, what you are trying to promote, and the emotion you wish for your audience will guide your career. Desirable qualities of a tagline include brevity, timelessness and memorability; in other words, it should be possible to point at a tagline and have people understand what it says without further explanation. For instance, a company centered around technology innovations might use a tagline like, “Empowering Your Digital Future,” to communicate its commitment to enabling tech advancements for customers.
Conclusion
While the major difference between slogans and taglines but is the periods, which they serve, their tone, as well as the way in which they are put into use in brand communication strategy. Taglines are very flexible promotional materials that easily align themselves to a firm’s requirements for individual goods, services, or activities. These are flexible and they are able to grab the attention of the viewers in the dynamic world of marketing.
On the other hand, taglines defines the brand for the long-term. They represent what the brand is, and they help serve as reassurance and retargeting to consumers. jokes and taglines are especially memorable coined; a company may find that the joke or slogan stays with consumers, even after the campaign phase.
Together, slogans and taglines provide a comprehensive approach to brand communication: The benefit of making audiences interested in the product in the short term and making them loyal in the long run. It is necessary to consider the places of both components in the process of building a successful brand so that to use their potential effectively.
