Straplines, taglines and slogans
Straplines are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strapline or tagline is a secondary sentence attached to the brand name and is an important extension of the brand. It’s there to emphasize the corporate image, strengthen and clarify the key message and expresses the company’s idea or purpose.
The right words and correct approach can make a huge difference and help you connect better with your target market. Good straplines are meaningful, memorable and positive.
Wikipedia states that an effective slogan usually:
• states the main benefits of the product or brand for the potential user or buyer
• implies a distinction between it and other firms' products - of course, within the usual legal constraints
• makes a simple, direct, concise, crisp, and apt statement
• is often witty
• adopts a distinct "personality" of its own
• gives a credible impression of a brand or product
• makes the consumer feel "good"
• makes the consumer feel a desire or need
• is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonic devices, such as jingles, ditties, pictures or film sequences on televised commercials
• sounds good
How do you create a good strapline or tagline? Start with a good brain storming session. Write down the name of your company in the middle of a huge piece of paper and jot down any words that could be connected to your company. Ask yourself what make your company special or different than others. What problem do you solve and what are the benefits? What exactly do you do and how do you achieve it? How does your company make people feel? From these words try and build a statement or question, or see what words work well together. It doesn’t always have to be a sentence. It could be a collection of positive words.
Finally, read it out. How does it sound? What it says about your company?
What kind of imagery or feelings does the line evoke? Think about how it could look and be expressed visually with your logo.
Nike’s short and punchy starpline, “Just do it” evokes feelings of power, determination, energy and attitude, emphasised by the use of bold type squeezed together. All positive emotions and feelings felt whilst playing sport or being active. KFC’s “Finger lickin’ good” strapline communicates informal dining by dropping the ‘g’ and use of a relaxed, handwritten typeface. The wording implies a taste so good, you want to taste every last bit. Make sure you don’t stray too from the truth and mislead your audience.. In 2004 Kellogg’s cereals were banned from using the strapline, “Eat right” for their cereal Frosties as it contained too high a sugar count. Naughty.
Find more famous strapline here
www.adslogans.co.uk/hof/
Posted By: Matthew
22 August 2008