Tagline Basics for New Business Owners
By Colleen Davis
A tagline is the phrase by which people remember your company or product. A tagline was first known as a slogan, when the concept was initially used in ad agencies in the 1950s. Other names for a tagline include catchphrase, trademark line and marketing line. But today, the standard term is tagline. No matter what you call it, a tagline is phrase that tells customers what you are offering.
Your tagline is super-important to your marketing campaign because it will go on everything from brochure printing to television commercials.
Name that tagline!
It’s not hard to find a famous tagline that most people recognize. Try to name these in your head: 1. Just Do It. 2. Have it your way. 3. Reach out and touch someone. Do you know these right away?
It can be hard to come up with a succinct, memorable tagline like these that conveys your company’s feeling to your audience. Here are a few ideas to help you brainstorm your tagline:
• Link the product with an intangible need (A diamond is forever)
• Make a promise to your customers (Good to the last drop)
• Give a risk of not using your product
• Connect the tagline with your logo
• Use single words that convey separate benefits (Soothes. Cleanses. Refreshes.)
Check out the AdSlogans Web site for more brainstorming ideas: http://www.adslogans.co.uk/ww/prvwise03.html. AdSlogans has a great collection of the best ads ever used; just click on the Hall of Fame link to check some out.
(And, in case you weren’t sure, the taglines listed at the beginning of this section belong to Nike, Burger King and AT&T respectively.)
Keep your tagline fresh
A great tagline can last for years, but don’t let it get outdated. Evaluate your tagline every five years or so and make sure the language or reference is still modern. Even established companies, like Coca-Cola, have changed their tagline six times in the past 15 years. That has worked so far for Coca-Cola, but of course, the company has been around for over 100 years. If your company is less than five years old, try to hang on to your tagline at least until you’ve been in business for five years. This gives your customers a chance to remember who you are and for you to build a consistent customer base. If you don’t have a consistent base, your customers might not recognize you when you use a new tagline.
Tagline cost
If you come up with your tagline yourself, your cost is only your time. Or, the hourly wage you spend on yourself or your marketing department. If you hire a professional copywriter or ad agency to come up a tagline for you, expect to spend between $200 and $3,000. It doesn’t matter if you have a small or large business – ad agencies will charge about the same amount. The main difference is that large businesses know that they need to get their tagline and logo created at the same time for maximum effectiveness.
You need to spend a significant amount of time on your tagline and your logo. These items will be on all of your advertising and marketing materials, so choose wisely.
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