We all certainly agree that the marketing strategy is one of the most important aspects of business. An attractive and prominent marketing strategy can build a company's brand or branding.
According to the concept of Marketing Psychology, customers or consumers tend to prefer to buy products with brands that are well known and widely known by the public. Well, through a good marketing strategy consumers will get to know our business brand better and the advantages in it.
The marketing strategy itself is not only limited to digital marketing such as Content Marketing, Social Media Marketing, or Video Marketing. Logos, Taglines, and Brand Ambassadors also take over in the realm of strategic marketing.
So, specifically in this article, we will comprehensively examine the Tagline. Starting from the definition, functions and benefits, types, examples, to tips and tricks in making taglines. Is Erzedka Friends impatient? Come on, see the full discussion below!
How do you Identify a Tagline?
Before we discuss in detail the tips and recommendations for making a Tagline, it's best for Erzedka Friends to get acquainted with the ins and outs of the Tagline.
1. What are Taglines?
The current era of digital marketing requires every product and business to be able to stand out above its competitors. One way is to create a tagline that can attract public attention. The definition of a tagline is not only limited to a slogan but also the identity of the product and its distinguishing characteristics.
The definition of a tagline when referring to the dictionary is the ultimate greeting. Referring to the English dictionary, the definition of a tagline is synonymous with a slogan which is also in line with its context in the world of marketing and promotion. Tagline can be interpreted as a slogan associated with a particular individual or product.
According to a marketing expert who is also a writer, Eric Swartzm, a tagline is an arrangement of two to seven words arranged in such a way that contains a certain message and philosophy from the brand.
In simple terms, the meaning of a Tagline is a collection of words that are able to describe a brand so that the audience who reads it can recognize and remember the brand. Usually a Tagline is presented through short words that are able to explain the business quickly and precisely.
Taglines are considered capable of increasing brand awareness. Because actually the Tagline can influence the decision making of potential consumers.
Usually, the Tagline is presented in the brand logo. Brand Tagline and Logo are considered to be the front guard to show the Unique Selling Point (USP) of a business so as to differentiate it from competitors.
Even though there has been a lot of information about the Tagline circulating, many people are still mistaken and think that the Tagline and Logo are the same. Yet these two things are different.
Tagline serves to represent the brand of a business as a whole. While the slogan is usually used as a campaign to promote certain products released by the brand.
To complete the understanding of Erzedka Friends, the following will describe examples of using Taglines and Slogans for the Samsung brand.
Samsung has a tagline that is "Do what you can't".
Meanwhile, the slogan used by Samsung varies depending on the new product they release. For example, the Samsung Galaxy Fold product has the slogan "The Future Unfolds". Meanwhile, another product, namely the Samsung Galaxy S22 Ultra, uses the slogan "The Epic Standard".
2. Tagline function
As previously mentioned, the main function of the Tagline is to increase brand awareness and influence the decisions of potential consumers to want to buy and subscribe to products.
However, there is another Tagline function that is no less important. Among them are representing the USP (Unique Selling Point), vision and mission, as well as product north star of a business. In addition, the Tagline also serves to strengthen the trademark and brand identity.
Taglines can be used not only for businesses. An individual can create a Tagline to strengthen Personal Branding. For example, if you are a reliable digital marketer, you can include a Tagline in the form of "An Intelligent Marketer with Strong Skills in Digital Marketing" on your LinkedIn profile to attract the attention of job recruiters.
3. Types of Taglines
Tagline is divided into four types that have their own characteristics and uses.
a. Descriptive Tagline
As stated in the name, this type of tagline describes a brand according to the strengths, advantages, and uniqueness of the brand. Descriptive Taglines are perfect for those of you who don't want to bother too much looking for ideas for Taglines.
You only need to summarize the uses and advantages of the product into a Tagline. Examples of giant brands that use descriptive taglines are Lego – “Play On” and Ebay – “Buy it. Sell it. love it”.
b. Provocative Taglines
As the name implies, Provocative Tagline uses words in the form of invitations or challenges to their potential customers. Using provocative words on the Tagline as a marketing strategy to persuade customers is being done a lot nowadays.
Examples of giant brands that use provocative taglines are Adidas - "Impossible is Nothing", Tolak Angin - "Smart People Drink Tolak Angin", and Nike - "Just Do It".
So, do you have an idea about the tagline? Because the tagline has the function of supporting the logo or "verbal logo", the tagline must be in accordance with the times and times.
However, making a tagline is not as easy as you might imagine so that it is memorable and attractive in the eyes of consumers, here are tips for you to make a tagline:
- Start by creating a logo. Basically, a tagline will be difficult to make if you don't have a logo or brand that you want to market. This becomes a unit where the logo will support the tagline and vice versa.
- Show the advantages of your business compared to your competitors. Then highlight these advantages in your tagline. Use simple words that others can understand. If necessary, these words can be remembered as a branding market.
- If possible, add humor to make your tagline more interesting, but think about your humor so that it doesn't become ridicule in the future.
- Grow creativity in your tagline and never imitate another company's tagline.
c. Imperative Taglines
The special feature of the Imperative Tagline is the use of verbs. This type of Tagline uses words of invitation to voice the advantages of a product from a business. In essence, the Tagline Imperative asks the audience to take an action related to the brand being promoted.
Examples of giant brands that use the Imperative Tagline are Burger King - "Have it Your Way", Diesel Jeans - "Be Stupid", and Sanken - "Untung Ada Sanken".
d. Specific Taglines
The next type of Tagline is the Specific Tagline. This type of tagline emphasizes one special advantage of a product or brand that differentiates it from competitors.
An example of a giant brand that uses the Fortune Magazine Tagline - "For The Man in Charge of Change" and Olay - "Love the Skin You're In".
e. Superlative Taglines
The special feature of the Superlative Tagline is promoting brand excellence with slightly hyperbolic, bold and challenging words. Many opinions stick out if the Superlative Tagline and the Provocative Tagline have little in common.
Examples of giant brands that use the Superlative Tagline are Kapal Api – “Definitely Better”, BMW – “The Ultimate Driving Machine”, Disneyland – “The Happiest Place on Earth”, and Budweiser – “The King of Beers”
4. Tag line example
Here are some examples of Taglines from various world-famous brands. Come on, see more!
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Tips for Making a Unique and Interesting Tagline
So, in this section, Erzedka Friends will learn about how to create a Tagline to make it look unique and interesting.
1. Create Original, Authentic and Unique Taglines
The tagline will later become the identity and brand for your business. Taglines can also provide representation to potential customers about the USP and the advantages of the brand. Therefore, Erzedka Friends should avoid making Taglines that imitate other brands, let alone competing brands.
A unique and authentic tagline will give a positive impression to consumers. They will think that your brand is professional because it still prioritizes the value of originality and does not become a copycat.
After creating an authentic and original Tagline, you should also immediately register it as a copyright. Erzedka Friends can refer to Article 1 of Law No. 20 of 2016 concerning Marks and Geographical Indications (Mark Law).
The article reads, "A brand is a sign that can be displayed graphically in the form of an image, logo, name, word, letter, number, color arrangement, in the form of 2 (two) dimensions and/or 3 (three) dimensions, sound, hologram, or a combination of 2 (two) or more of these elements to differentiate goods and/or services produced by a person or legal entity in the activity of trading goods and/or services.”
2. What It Is and Not Exaggerated
Even though there is one type of Tagline that tends to use hyperbole to exaggerate brand advantages, namely the Superlative Tagline, Erzedka Friends who are new to building a brand or business should avoid this.
For the early pioneers of business, create an honest tagline and what it is. Avoid sentences that can contain the meaning of one-sided claims. For example, "fastest, cheapest, best, safest, trusted."
Because potential customers who read the Tagline with these words can misunderstand and build high expectations for them. If they then buy the company's product and it doesn't meet expectations, then they will automatically not come back to subscribe.
3. Customize the Products Sold
A good tagline is able to clearly describe the products offered by the brand. Because through the Tagline that was created, consumers are expected to be able to recognize the product well and easily.
For example, Disneyland's tagline is "The Happiest Place on Earth". From the tagline, Disneyland tries to explain to potential customers that their business is to provide an amusement park that can make everyone who visits it happy.
4. Combine Tagline with Logo
It is undeniable that humans are visual creatures. Therefore, consumers tend to be more interested when they see a visual than writing. The tagline that is equipped with a logo greatly strengthens the philosophy and message contained therein.
However, Erzedka Friends must remember that the logo must be in tune with the Tagline so that it seems right and aligned when combined. Apart from that, you can also include logos and taglines on various promotional media such as newsletters, social media uploads, or others. This can be useful for increasing the visibility of CTA (Call To Action).
Conclusion
A tagline is a collection of words that are able to describe a brand so that the audience who reads it can continue to recognize and remember the brand. Usually a Tagline is presented through short words that are able to explain the business quickly and precisely.
Tagline has a myriad of benefits to support business continuity. Among the functions and benefits of the Tagline is that it represents the USP (Unique Selling Point), vision and mission, and product north star of a business. Apart from that, the Tagline also serves to strengthen the trademark and business identity.
How to make a Tagline so that it is able to persuade and influence the decision making of potential customers, namely maintaining originality, being authentic, not duplicating, and using words that are clear and able to represent the brand well.
Taglines are also important to differentiate you from competitors. Therefore, make a good tagline as we have discussed. Starting from short and clear writing, suitability for the type of product/service and target consumers, to its persuasive nature.
So, if you already have a tagline, you can focus on promoting your products and business and increasing sales.