Making of a Good Tagline: What it Takes

Posted by on Nov 03 2012 | Advertising, branding

No matter how innocent it sounds, a tagline can be just as lethal as a Samurai’s sword. It is all in the tactics of building it. The most basic being its essential connection with the brand it is to sell. It is hard to wonder because for a large part of its audience, it becomes a catch phrase that stays on the tip of the tongue. In fact, in a lot of cases, it becomes an instant signifier for a brand and an alter ego. So, what exactly should be the ingredient for a good tagline?

A Simple Thing

Language is the trick and so is the right grammar. The gist is that the tagline should never become too long; rather, it should be simple in its vocabulary. By any means the idea should go across and must not be lost in translation.

Tickle a Bit

This may not stand true to all brands but for some it can do the magic. A little bit of humour is appreciated by everyone and brands like to play on the idea. A humorous tagline can have a universal appeal and reach out to a wider audience. However, a brand should also not go overboard in this attempt.

How True

A tagline’s association with the brand is important and this is about blending well with other elements of branding like the logo, mascot, etc. Apart from that, the brand essence should reflect in that clever one liner which would grab the customer’s attention.

Product Promise

A tagline becomes a brand’s spokesperson in more than one way. This means it should impart a subtle message of the promised service or product benefit. Brands like to work with a lot of ideas in this area but a plain vision of the company can also become a tagline like Sony’s ‘Make.Believe’. Here’s the story: http://www.sony.net/united/makedotbelieve/

Image courtesy http://www.sony.net


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1 comment for now

One Response to “Making of a Good Tagline: What it Takes”

  1. shivangi

    A tagline is the shortest communication between the brand and the consumer. It’s challenging and surprising how 2-12 words can convey the essence of the brand. My personal favourite “Between love and madness lies obsession.”

    05 Nov 2012 at 5:26 pm

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