For example, Lexus's old tagline, "Pursuit of Perfection," connects with their audience of high achievers who are literally pursuing perfection. What Lexus is signaling is that their car provides the visual evidence that you as the driver are pursuing perfection. You shouldn't worry about being cool or edgy with your tagline.
Your goal should be a tagline that encapsulates in a few words the best of what your company is. What is it about your product that will make people's lives better? Now, evoke that with supreme economy.
This is not easy to do. That is why there are copywriters. A good slogan gets engrained in consumers' heads the first time they are exposed to it. A good example of this is a local air conditioning company that uses controversy for its tagline: "Your wife is hot.
A tagline needs to say a lot with a little. It says we care, we are here, we will support you in your time of need, we will celebrate with you in your time of success, a friend of yours is a friend of ours, and an enemy of yours is our enemy, too.
We are able to feel a variety of emotions every time we read a story. A story can leave us filled with happiness, while other stories can make us feel vulnerable to the point where we are left inconsolable.
That is how powerful words can be. We are not so sure that a tagline has ever produced such strong emotions, but tagline that can tell a quick, yet attention-grabbing story. A story can help us relate to certain circumstances. People will be drawn to taglines that can highlight their daily activities or concerns that they may have in everyday life.
This can make many remember your company. A tagline should also be clear and straight to the point. In order for a tagline to have an element of clarity, a company must be able to produce a tagline that connects with their target audiences. It makes the audience immediately create an action. This certainly reflects the Nike brand as a company that is dedicated to providing athletic apparel and accessories.
It is a very active tagline that resonates with many and promotes athleticism, healthy living, and inspires individuals to become more active. Lastly, this may be an obvious element of a tagline, but marketing professionals or anyone who is tasked to create taglines must know to keep taglines short and simple. Short taglines like the ones we have mentioned can create a lasting effect on audiences.
In the communications world, it is important for things to be easy to understand and uncomplicated. We want to ensure that audiences are able to understand what we are trying to sell, help influence or teach.
Everything from press releases, news articles, and media advisories, are made to help individuals understand the information that is being presented.
Taglines are certainly not an exception. Many businesses can benefit from having a tagline. They can make almost any business memorable. You want to make your customers smile at least once every day when they pull out their favorite mug. You get the idea. I created these by visualizing the feeling I want my customers to have when they see one of my mugs, then used a little creativity to capture that feeling in a few words.
I suggest coming up with at least ideas to start. The purpose is to put your creative muscles to work, and as you get the wheels turning, it should get easier to come up with ideas. In that case, consider browsing a list of power words that convey emotion to see if anything catches your eye.
Good artists copy. This process of reverse-engineering will help you develop your own tagline. Coming up with a tagline is almost as stressful as coming up with a business name or logo. Shopify built a free slogan generator that takes a word or phrase and generates tagline ideas for your brand.
Try it out! Part of the creative process is hitting blocks. Sometimes the best thing is to do something else. Go for a walk, grab some food, talk with a friend; anything to get your mind as far away from your tagline as possible. Coca-Cola has changed their tagline more than a dozen times since People associate eating food with drinking Coke, likely thanks to that marketing campaign. My wife, Kayla, came up with this tagline for her food blog, The Sustainable Harvest. Imagine that a new business opens up near your house.
A good tagline helps set you apart from other companies that provide similar products. Take Allstate and State Farm, for example. Both are insurance companies, but their taglines indicate slightly different values.
Taglines also have the potential to build value over time. When you use a tagline for long enough, it can become one of the most memorable parts of your identity. Audiences may even become more likely to remember your tagline than your company name.
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