The purpose of advertising and marketing is to make your audience excited about the product and make them want to purchase it. It is believed that ad slogans have been used since the 1800s. Ad slogans play an important role in making a product viral or to grab the attention of the audience. In 2014 Kantar’s link ad testing database stated that 74% of ads have slogans. 

These ad slogans, taglines, and jingles make your brand memorable. However, creating an impactful and creative slogan is not that easy. Many big brands spend months and months planning a slogan that becomes associated with the brand. Often these slogans are the summaries of the brand and express your brand values and identity. This is the power of slogans and taglines. 

In this article, we’ll learn what an ad tagline or slogan is, the benefits of using it, and tips to create a good ad slogan for your brand. 

Slogan Vs Tagline

A slogan is a phrase that is used in the advertising of a brand or a particular product or service. These slogans are used in a constant manner. The purpose of the slogans is to promote the brand attract the audience’s attention and make them purchase the product. Mostly these slogans are written under the brand name on the product package or in a commercial. One of the famous slogans is McDonald’s slogan “I’m lovin’ it” written on its package. 

These slogans are often short and easy to memorize. The longer slogans are difficult to memorize as well as it is difficult to write them in the packages. Slogans are often tied to a specific campaign or product. 

On the other hand, Tagline is a phrase that highlights the brand’s purpose, mission, and ultimate goal. These taglines are long-term and represent brand values. Its purpose is to spread your brand values or message to the audience. Also to attract your audience’s attention. Like, Apple has a tagline, “Think different”. This tagline grabbed a lot of eyeballs and gave them an edge over their competitors. These taglines help brands establish themselves as thought leaders or establish brand authority. Taglines remain permanent for a longer period and represent the brand while slogans are temporary and change with different campaigns, these are adaptable and tied to specific products and campaigns. 

Starbucks has a tagline “It’s not just coffee, it’s Starbucks. Similarly, Starbucks has a slogan, “The best coffee for the best you”, and “Brewed for those who love coffee” 

Nike has a tagline “Just Do It”. It represents the brand value and philosophy like upliftment, encouraging people to go beyond their limits and do action. This tagline remains constant and becomes synonymous with the brand. On the other hand, Nike has used several slogans as well for different campaigns. One such slogan was “Find Your Greatness”, this was introduced during the 2012 London Olympic games. The purpose of this slogan was to inspire people to achieve their personal greatness and potential. This was aligned with the Olympic spirit and encouraged unity between athletes and fans during the event.

The benefit of using ad taglines and slogan

The benefits of using ad taglines and slogans are 

• Give edge over competitors: Slogans and taglines help in highlighting your Unique Selling Point (USP). Also, it makes you more popular amongst your niche audience. Apple’s slogan “Think Different” positioned the brand as a leader in innovation and technological advancement. It added an element of creativity to technology. 
• Brand awareness: A good slogan or tagline can make your brand stand out and let people know and remember your brand name, product, and service. Like Nike’s “Just Do It” is simple and catchy. It highlights the emotions and values that the brand follows such as determination, focus, motivation, etc. It also aligns with the brand’s logo, the swoosh which symbolizes speed and movement. 
• Intellectual property: A slogan helps you deliver your message and values to your target audience in a creative and engaging way. At the same time, it highlights your USP, products, etc. like TED’s slogan “Ideas Worth Spreading” not only conveys the brand’s core values but also displays the brand’s intellectual property which is a collection of motivation and inspirational talks by experts. 
• Emotional connect: If your slogan is catchy, then chances are that the audience will be emotionally connected to the slogan. Like Raymond’s tagline “The Complete Man” makes the target audience happy and sophisticated. They feel delighted about themselves and their preferences. It also highlights that the products of the brand are of high quality and luxurious. 
• High sales: If your slogan connects with your audience on an emotional level then chances are that they will be mostly likely to convert into your customers. 
• Increase engagement: If the slogans are creative, innovative, and engaging, then definitely they’ll become viral and will increase your engagement. Oreo’s “Dunk in the Dark” campaign generated the brand’s engagement rate. 
• More customers: Trending and catchy slogans and taglines attract more customers. People become familiar with your brand and its product. They are motivated to make a purchase from your brand. 
• Positive reputation: A good slogan can attract more customers and spread positive word of mouth. This creates a positive online reputation for your brand. 
• Budget-friendly & high on ROI: Creating an innovative and engaging slogan and tagline is time-consuming yet if you hit the correct mark then it yields more results than your investment. A well-crafted slogan will increase your engagement rate, traffic, and sales. 

How to create a good ad taglines and slogans for your brand?

Here are some of the tips for creating a good ad slogan or tagline for a brand 

• Understand your brand and its values: Have a clear idea about what your brand stands for, its core values, goals, target audience, essence, brand promise, and USP. Nike’s “Just Do It” conveys its core values of action and empowerment. 
• Simple yet engaging: Create a small and impactful tagline that is memorable and delivers your message clearly. 
• Evoke emotion: Try to create a tagline that evokes emotions in your audience. It makes the audience excited about your brand and product. It encourages customer loyalty. Like Disneyland “The Happiest Place On Earth” evokes happy, cheerful, and exciting emotions in the customers. 
• Wordplay and rhymes: A well-thought wordplay and rhyme can make your tagline and slogan stand out. It can grab the attention of the audience. Also, it will be easy to memorize. For example, M&M‘s “Melt In Your Mouth, Not In Your Hands” combined imagination and rhyme. 
• Long term: Aim for slogans that you feel will be long lasting and customers will not be bored of it. Avoid using unnecessary trending phrases which might bore the customers soon. Create a tagline that you feel will remain relevant and viral for a longer time. For example, Coca-Cola’s “Open Happiness” is still relevant. 
• Highlight your USP: Don’t use a slogan just to become viral or trending. Use a slogan that highlights your USP and products. Highlight what makes you stand out from your competitors. Skittles’s “Taste The Rainbow”  made it stand out from its competitors.
• Visualize: Try to visualize your slogan or taglines on different packages, billboards, social media, newspapers, posters, etc. Think whether it looks attractive and engaging to you and your target audience. For example McDonald’s slogan on its wrapping paper. 
• Authentic: Be honest with your customers. Be authentic and truthful. This helps in building trust that your tagline and slogan align with your reality. Subway’s tagline “Eat Fresh” highlights their use of fresh ingredients. 
• Avoid difficult and complex words and jargons: Don’t confuse your audience with complex words. Also, it is difficult for them to memorize it. Be clear and simple in your slogans and taglines. Like BMW’s “The Ultimate Driving Machine” is simple and engaging. 
• Test: Try to test your tagline and slogans with a sample group. Observe their reactions and make the necessary changes. Work on their recommendations and monitor the performance of the slogan and tagline. Like Mastercard’s “There are some things money can’t buy; for everything else, there’s Mastercard” is long yet easy to understand and remember. 

Slogans and taglines have been part of the marketing and advertising for a long time. However, with time they have also evolved in terms of emotions, words, rhythm, rhymes, medium, style, etc. They promote your brand and its products. All you need to do is create a tagline that aligns with your audience and is engaging and entertaining. However, for a slogan and tagline to work rightfully, you need a marketing strategy as well. Lumia 360 can make your marketing smooth and effective. We provide digital solutions to small and medium enterprises. Our digital marketing strategy has yielded wonderful results for our clients. As our tagline says Lumia 360, “Road To Success”, we aim to increase our client’s customer base, search engine ranking, and sales. To learn more about our services, email us at info@lumia360.com.

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