The first step in executing a brand strategy is to create a tagline. There are differences of opinion as to what a tagline is. To some, a tagline is a description of the fulfillment you provide the customer. For instance, Red Bulls tagline is “energy drink”, Gatorades tagline is “thirst quencher” etc. Others use the term "tagline" to mean a slogan- Allstate “you are in good hands”, American Express “don’t leave home without it” etc.
The difference between them is that the former has to be classic and timeless, lasting througout the entire life of the business, at least in theory. The latter may be trendy and change according to the times. Consider Coca Cola's many taglines/slogans:
1932 - Ice-cold sunshine.
1937 - America's favorite moment.
1938 - The best friend thirst ever had.
1938 - Thirst asks nothing more.
1939 - Coca-Cola goes along.
1939 - Coca-Cola has the taste thirst goes for.
1939 - Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola.
1941 - Coca-Cola is Coke!
1942 - The only thing like Coca-Cola is Coca-Cola itself.
1944 - How about a Coke?
1945 - Coke means Coca-Cola.
1945 - Passport to refreshment.
1947 - Coke knows no season.
1948 - Where there's Coke there's hospitality.
1949 - Coca-Cola ... along the highway to anywhere.
1952 - What you want is a Coke.
1954 - For people on the go.
1956 - Coca-Cola ... makes good things taste better.
1957 - The sign of good taste.
1958 - The Cold, Crisp Taste of Coke
1959 - Be really refreshed.
1963 - Things go better with Coke.
1966 - Coke ... after Coke ... after Coke.
1969 - It's the real thing.
1971 - I'd like to buy the world a Coke.
1974 - Look for the real things.
1976 - Coke adds life.
1979 - Have a Coke and a smile.
1982 - Coke is it!
1985 - America's Real Choice
1986 - Red White & You (for Coca-Cola Classic)
1986 - Catch the Wave (for New Coke)
1989 - Can't Beat the Feeling. (also used in the UK)
1993 - Always Coca-Cola.
2000 - Enjoy.
2001 - Life tastes good. (also used in the UK)
2003 - Real.
2005 - Make It Real.
2006 - The Coke Side of Life (used also in the UK)
2007 - Live on the Coke Side of Life (also used in the UK)
2009 - Open Happiness
2010 - Twist The Cap To Refreshness
Regardless of which definition you are working on, a tagline is the sum total of the strategy. It is also the most powerful tool in a brand strategist’s toolbox. Consider it the rudder that directs the ship. When properly utilized, a tagline will:
-drive the brands position to the specific spot we choose it to be.
-gives meaning and context to the brand.
-differentiate the brand and makes it relevant.
The way to create a tagline is to first do all the steps described in previous posts to figure out your brand strategy. Once you’ve done that, write down the strategy in as many paragraphs as it takes. After that, try to distill it into one paragraph then into a sentence and then into 1-6 words. Those one to six words will be your tagline.
Before you do this exercise though, you need to ask yourself what you would like the tagline to accomplish. If you are a master at the brand game, you can reasonably assume that the tagline can accomplish almost anything you want it to as it can literally do anything. Your only limitation is that it can only do one or at most two things, so choose wisely.
