Q: What is a brand? Most people often find the concept of a brand confusing to understand at first. Put simply, but accurately, the definition of a brand is a set of associations that:- Is linked to a product or company/organisation name
– Stays in the memory of the consumers
– Assists the consumer to understand what the brand company is about or what the brand product/service does
– Explains to the consumer why it is potentially relevant to them
– Explains that a service/product it is different or similar to those of others that are available in the market or industry
Q: What’s a tag line and how is one created? A tagline is made up of a short set of words or a short phrase that companies use to build client association with their brand. They are similar to a mini mission statement.
For example, L’Oréal (a large beauty brand) has the tagline “Because you’re worth it” whereas Nike is know for it’s tagline “Just Do It.” In order to have a successful tagline it not only has to be clever but also highly relevant to your customers – this allows for easier memorisation. The most successful way to develop a tagline is to figure out what your target audience is and utilise what that audience really cares about to pin down your positioning statement – then use your positioning statement as the foundation for your tagline. A great example of this process is BMW’s “the ultimate driving machine” which is based on the positioning statement of performance and drivability.
There are many online resources that will offer hundreds of tagline, but in almost every occurrence, when they are GOOD its because they are based on a positioning statement while also very clever.
At Shared Marketing our extensive marketing and branding experience has made us very proficient in creating strong business taglines in addition to other aspects of developing a efficient and functional brand.