You might be brimming with ideas for your company’s next advertising campaign. However, since many of your brand’s competitors are perhaps relentless with their promotional activities, have you stopped to think about how your ads could especially catch the eye?
One thing that could give you the edge in a challenging marketplace is a tagline, which Chron defines as “a word or short phrase you use to represent and identify your company.” As you work on your tagline, though, be careful to follow the steps detailed below…
Remember what distinguishes a tagline from a slogan
If you struggle to determine the difference, associate a tagline with a company and a slogan with a specific advertising campaign.
This means that a tagline will often remain in use for years, while a slogan is typically adopted on more of a short-term basis. Consequently, while a slogan can afford to be trendy and current, a tagline needs to be timeless so that it is likely to continue feeling relevant over the long haul.
Decide what your brand is about
This is important because it’s what the tagline is supposed to encapsulate. Ask your business questions such as: What does it stand for? What kind of image would you like?
You must remember that once you have established your company’s initial public identity, you could struggle to change this later.
Avoid slipping into cliché
One article published by Social Media Today advises you to avoid buzzwords, as these are so common that they could threaten your tagline’s distinctiveness.
It is good practice, in general, to avoid imitating other brands with your tagline. After all, you want it to sum up what makes your firm unique! However, you could still benefit from doing some online research to learn from recent examples of creative tagline advertising.
Get the tagline’s length just right
You might be tempted to make the tagline relatively short out of fear that people could otherwise struggle too much to recall it. However, with a tagline, you must strive more for the ‘right’ length than simply a short one.
Longer taglines often outclass shorter ones in rhythm and syntax — but, all the same, if you want to use your tagline as a social media hashtag, you shouldn’t make it awkwardly long to type.
Be selective about which words you include
You can be too clever when trying to put together a tagline. Some words can have too many syllables — or, in meaning, be difficult for the public to comprehend at first glance. Industry jargon can be a good example.
If the tagline is overly complicated, many people you are trying to target with it could need more time or patience to figure out its intended message.
