Razor Branding Blog

Taglines: Defining Personality of Your Brand

Great article in Amex Open Forum yesterday by Katie Morell on Creating a Sticky Tagline.  Her article isn't great just because she quotes me - although that is REALLY cool - but she looks at taglines for what they are - ways to remember companies.

As she explains:

Why do some brands stick in consumer’s minds while others just float by unnoticed? One possible answer: tag lines. A gripping tag, one that tugs at your heartstrings, can either turn you off of a product or retain you as a lifelong customer.

When you reflect on the really great taglines of the last few decades, do you have any trouble instantly matching with the name of the company?

Just Do It

What Can Brown Do For You?

Got Milk?

Plop Plop Fizz Fizz Oh What a Relief It Is

The article goes on to discuss the 8 keys to creating a memorable tagline.

Why is a tagline important?  Branding is all about making an emotional connection.  As the brand identity is the face of the company, the tagline is the personality.  All too often companies spend their time and energy focusing on how it looks but should also think about how it will connect. 

Get insight from your advocates and find a way to connect with potential consumers.  What will change the conversation for them?  How can you differentiate from your competitors?  What will cause the public to choose you above all else?

Taglines.  A very powerful part of your brand that will express your personality and draw consumers in.