Written by: Ann Moss, Creative Director
Every so often, as a Creative Director, I get asked to create a quick tagline – just a little something that will tell everyone what we do. Sorry folks… to create a GOOD tagline we need to know who you are and what you really want to be for your customers. After establishing that – it’s my job as a Creative Director to bring it to life!
So, what does it take to create a good brand tagline? First, lets take a look at why you need one.
A tagline is important to branding and a key communication tool.
This is your brand promise, and communicates clearly to your customers what they can expect from your brand. We often like to divide our taglines into two groups:
- Functional taglines clearly explain what the company does.
- Inspirational taglines begin to speak to the brand personality and interact with the customer.
Let’s give it a go.
For the purpose of this blog post, lets pretend our client is pencil manufacturer. They’ve been manufacturing high quality pencils since 1950. Their specialty is glow-in-the-dark yellow pencils (so you can write in the dark). The main benefits of the pencils are high quality, durability, and ability to see at night.
Examine the elements.
Let’s take a part these elements and think about what they really mean to consumers.
- Since 1950 – that experience may resonate quality
- Glow-in-the-Dark Pencils – that’s different
- Manufacturer – straight from the horse’s mouth
- Durability – a verbal guarantee
It’s important that each of these elements are brought out in a tagline – clearly communicating with your customer the information they need to lead to trust your brand.
Manufacturing Long-Lasting Night Writing Pencils Since 1950
Now let’s try for an inspirational tagline. Based on our limited information, what would inspire someone to buy these? What is different about them? What is unique? What makes you feel this is a product that is worth a try? Who would use them?
- Night Writing – who does that?—Kids!
- Glow in the Dark – I wonder where they’re writing. Somewhere they might lose them?—In a tent, under the bed, in the back seat on a long road trip.
- Who needs a fat, durable pencil?—Kids
Manufacturing Night Writing Pencils Since 1950
Get a grip. Find ‘em in the dark. Write them under cover.
At this point in the blog post, everyone wants a night-writing pencil – c’mon!