Taglines act as slogans, but they are more than just another word repeated over and over. They are the opposite of slogans. A tagline is short, short enough to be instantly recognizable and repetitive. On the other hand, a slogan is long, longer than some sentences and designed to say something about the product.
Although they are both memorable and a quick way of describing your brand, they are different. Remember that a business’s tagline for advertisement is about making an impression on the consumer.
Traditionally, package advert teams opt for longer taglines as they are there to stand out among the clutter. But the best taglines are catchy and memorable. This means that they need to break away from using words. Instead, they stick to things like illustrations or quotations to make the tagline stand out.
How to Create a Tagline for Advertisement
The first step in creating a successful tagline is to understand what your audience wants and what your brand offers. Think of everything that your target audience wants before setting out. This step saves you the time you’ll spend going on a wild goose chase. Write out every good thing you’re trying to project about the product, service or whatever the subject of your ad is.
The objective of your tagline should be evident. If the tagline is simply to sell the product, it can get away with being shorter. This will often be used for products where the brand has a strong advantage or where the customer has no way of rejecting it.
The second step is to make the tagline memorable. Make it memorable to the audience and your competitors. Let them take note of your business.
The tagline shouldn’t be too long. Make sure it’s short and interesting to your target audience.
The last is to understand your brand’s logo and assets and use them to your advantage when choosing your tagline.
Examples of Great Taglines
Nike’s “Just Do It” tagline is among the greatest taglines in the history of advertising. The tagline was so great that it embodied a state of mind.
“The milk chocolate that melts in your mouth, not in your hand.”
Since 1954, peanut M&Ms have been used as a tagline. The idea behind it is that the shell coating of chocolate looks hard enough to keep it moist. But it is likely to eventually melt once it enters the mouth.
The military liked these candies. It was part of the rations American soldiers took to war. Their hard shell made them ideal for long transport and storage.
Campbell Soup Company
“Mm! Mm! Good!”
Campbell Soup Company initially replaced this tagline around the mid-1980s. After lagging sales in 2000, they decided to go back to basics and recompose this classic tagline.
“Maybe she’s born with it. Maybe it’s Maybelline.”
Although Maybelline retired this tagline in 2014, it is still one of the most iconic jingles of all time. The company brought it back in 2020 for a TikTok challenge. As you might have guessed, it was a resounding success.
The secret behind the continued success of this tagline is its simplicity. It presents Maybelline’s makeup products as natural products that don’t feel artificial on users. It simply says: You can wear makeup without looking like you’re wearing makeup. This tagline hits the mark because it builds customers’ confidence.
A tagline is a brief, catchy conceptual marketing phrase that advertises the company’s product, service, or goal. Taglines are informal, short, engaging and thought-provoking. Many brands have taglines as part of their branding. This is because they are ready-made marketing assets that can be used in various ways to promote a company’s product or service.
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