Developing a Corporate Tagline

In addition to a great corporate logo, developing a catchy corporate tagline that effectively communicates in one sentence what service or products your company sells is extremely important.

Why do companies need a corporate tagline?

Taglines or slogans help companies position their products/organizations in the minds of their future customers. The tagline should be easy to understand and reflect the following:

• The company's primary brand position and brand personality
• The company's core business value proposition
• The company's primary brand message

Squeezing this much important information into a single sentence that is creative and easy to remember can be a challenge, but when done correctly it defines the company's branding strategy for both company employees, which sometimes are overlooked, as well as the general public that will see the company logo and tagline in many different marketing forms and across numerous media outlets.

Corporate taglines should be very easy to remember

Taglines have a high recall value, target audiences tend to remember them for a long period of time, for instance, Coke tagline "It's the real thing" is remembered to this date. The Budweiser "This Bud's for You,'' Nike's " Just do it", Volkswagen's " Drivers wanted" are few other popular taglines that managed to create the right buzz around the brand.

Effective Taglines should create a sense of relationship with the product/company. Moreover, people tend to use some of the catchy taglines in their daily vocabulary, which indicates the popularity of the taglines amongst the target. If you can get people repeat your tagline in casual conversations, people at the McDonald's corporation, "Will Be Loving it."

Taglines should give an insight into the company's philosophy, services and offerings. A good tagline is related to the product/company's promise and can help reinforce and educate the potential customer about the company.

Creating effective corporate taglines

Taglines should be short, crisp and to-the-point. It should be able to reflect the company's vision and depict the right attitude. The best possible way to create a good tagline is to do a soul search, understand the brand/company's positioning and personality. This soul search will be able to generate a list of tagline options, which would echo the company's message. The challenge however, would be to choose the right tagline from this list.

The chosen tagline could be reviewed through a sample audience group, the tagline could be then given the go-ahead if it elicits positive response.

Synergy with the organization's Logo

The tagline should be designed to ensure perfect synergy with the company logo. The font and the styling of the tagline should adhere to the organization logo, color code and corporate guidelines.

 

 

 

 

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