What is a tagline?
Laia Ordoñez
21/05/2018
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We are going to explain what a tagline is in terms of marketing and how to use it to strengthen your brand, both online and offline. What are you waiting for?
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Within copies there is more than calls to action. We are going to explain a basic concept that is not always used correctly: the tagline.
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What is a tagline?
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It is a phrase that summarizes a value proposition, the principles and vision of a brand or product. This text is used in a recurrent way in communication and all media in which the product or brand appears.Although in many cases it is confused, a tagline is not a slogan. The construction is very similar, but while the first has a more corporate character and is linked to the brand more deeply, the second is eminently advertising and tactical. This fact supports a greater flexibility.
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How should they be?
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Obviously, taglines cannot be too long. Taglines, by definition, must be short and sum up very well in a single phrase:
- What we do
- How we do it
- For whom
- Benefits and solutions we provide(the most important)
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EXAMPLE: If you pay attention, there are many interesting examples. For instance, Coca-Cola does not say: "we sell fizzy drink"; their taglines have always opted for the life style: "the spark of life", "a coke and a smile"... or openly by the pure branding: "always Coca-Cola".Another good example is the popular "Just Do It" Nike. Here not even talks about sport, it appeals directly to personal improvement, effort (and while doing that, it also uses it as a call to direct action).
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Where are taglines used?
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As we say, they are a corporate tool useful to extend and be a mean to transmit what the brand transmits. Therefore, they are usually used together with the logo, in order to reinforce the effect of branding.
In the case of eCommerce, they are often placed in such an important space under the logo. And not only in cases of those giants we know, for small businesses it is also highly recommended. Thanks to tagline, the user that accesses a store for the first time can identify what it is about and what it can offer quickly.