Branding straplines / taglines influence consumers’ buying behaviour by evoking an emotional response. ATB Creative recommend that your strapline/tagline should be a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors.
Traditionally brand straplines / taglines are used in advertising and are applied to marketing collateral as the centrepiece of a positioning strategy. A brand strapline / tagline is a slogan, clarifier, mantra, company statement or guiding principle that describes, synopsises or helps to create an interest.
A cross section of strapline examples that ATB Creative have highlighted are…
Imperative: Commands action and usually starts with a verb;
Nike: “Just do it”
ATI Technologies: “Get In the Game”
Descriptive: Describes the service, product, or brand promise;
FedEx: “When it Absolutely, Positively has to be there overnight”
Target: “Expect more. Pay less”
Superlative: Positions the company as best in class;
Gillette: “The best a man can get”
BMW: “The ultimate driving machine”
Provocative: Thought provoking. Frequently a question;
Microsoft: “Where are you going today?
APPLE: “Think Different“
Specific: Reveals the business category;
HSBC: “The world’s local bank
Nokia: “Connecting People”
Essential characteristics are…
- Differentiated from its competitors
- Captures the brand essence and positioning
- Easy to say and remember
- No negative connotations
- Displayed in a small font
- Can be protected and trademarked
- Evokes an emotional response
- Difficult to re-create
To enhance your brand with a good strapline that defines your company branding, speak to one of our branding specialists call 0113 322 1490 or get it touch with us via the contact form below.