What does your 'tag line' say about you?
Call it what you will - whether you choose; 'slogan', 'tag line', 'powerline' or 'brand message' - what we are talking about here - is a key message / description which quickly and simply - (without any 'waffle') communicates what it is that you do!
So, here are some do's and don'ts to consider when creating yours:
- Keep it short - never more than 6 words - it's got to be snappy and ideally roll of the tongue.
- Can it stand the test of time? FCUK for England was initially an eyepopper - but overtime became damaging to the brand.
- If making a claim it has to be TRUE - if you are going to use a statement such as 'least dropped calls (as AT&T did) - then it's got to be a true claim. Curry's was banned from using 'Unbeatable low prices' - once it emerged that the chain was frequently more expensive than rivals. So, if you can't back it up - you can be challenged. And if it's a ridiculous claim - then audiences will be sceptical.
- Make sure it means something - provide the audience with a clear idea of what you do -eg: 'Results focused marketing solutions' - or something factual brand value related such as Avis's 'We try harder'.
- Don't alienate your audience. L'Oreal changed their slogan 'because I'm worth it' to because 'you're worth it' - providing the brand with a friendlier face.
- Check translation - I recently read an article which cited the case of food brand Frank Perdue's - 'It takes a strong man to make a tender chicken' - translated in Spanish to 'It takes an aroused man to make a chicken affectionate! Oh dear, oh dear, oh dear...
For a bit of fun - visit www.thesurrealist.co.uk/slogan - it's a site where you can enter any word and it will turn it into a catchphrase for you. Who knows...you could find the perfect catchphrase.