Does Your Business Need a Tagline?

There’s certainly a difference of opinion in advertising communities when it comes to taglines. Years ago they were considered as integral to brand communications. Today, different media consumption habits and new platforms have turned things on their head. This has led many to argue that taglines belong in the past.
So is there a place for taglines in our modern world? To get a really good feel for their reason for being, we need to first go back. Originally, taglines were used to sum up advertising copy. Bearing in mind that most advertising was in print form. Copy tended to be longer, and there was a need to capture the message in a clean, succinct, powerful way to grab attention. These days, things are different. Copywriting has already evolved to be pithier to suit new technology and people’s reading habits.

To tagline, or not to tagline?
Interestingly, many big brands have already stepped away from their original taglines. Others have decided against using one altogether, just look at Asos, Twitter or Starbucks.  Of course, there are just as many global companies who still use theirs regularly. A classic example would be McDonald’s use of, “I’m lovin’ it.” 
In marketing circles, many would say that if you’re a new brand, taglines can help you stand out from the crowd. But if you are considering using one, it’s important to remember its purpose, some key do’s and don’ts, and to make sure it’s fit for the digital age. 
 

Make it fit for purpose
It must be said, taglines are a great way of communicating new, and revamped brand messages. They still have the power to get a point across in a memorable way. Not only this, a solid tagline can create a point of difference between you and your competitors, and this is why they’re particularly useful if you’re a new brand, or a small business. Having said this, there are some golden rules to consider.
 

1.    Use it or lose it. If you don’t use your tagline, get rid of it. If it doesn’t feel right to include it in your marketing, it’s probably safe to say you don’t need it. In that case, ditch it! 
2.    Be sure about it. Don’t include a tagline that’s half baked. Similarly, there’s absolutely no point including one if it doesn’t say what you need it to. Better to leave it out altogether. 
3.    Avoid big copywriting faux pas. This includes speaking in clichés, or being too literal. You need it to say what you mean, but there’s an art to doing that, without sounding bland.
4.    Consider your mission statement. In this day and age, the best taglines sum up a company’s values. So ask yourself, what makes you different? Why is that important to your customers? 
5.    Catch the eye! Taglines that compel people to read them again really do work wonders.
 

Call in the experts
Ok, so ready to create your company’s brand new shiny tagline? If only it was that simple.
If you really believe a tagline will make all the difference to your marketing efforts, make sure you employ the right writer for the job. There are plenty of copy and marketing experts out there, but you’ll need to enlist the help of a tried and tested creative copywriter, with experience of developing brand identities. That way, you can be sure you’ll end up with something that ticks all the boxes.