Taglines accompany and define the brand. Wherever they go, they send the message of “this is who we are, today and always.” Perhaps the most characteristic thing is that they usually accompany the logo and are as brief as possible .
A slogan is a phrase that accompanies a brand or a product and seeks to attract attention and define. If it seems the same as a tagline, that's because in many cases it is. The difference is that a slogan can focus on the product or the company, while the tagline focuses on the essence and what defines the company.
Claims are associated with a campaign. Note: Just because they are temporary doesn't mean they can't stay in our heads for a long time. In Spain, it's enough to say “1880” to a group of people. There will always be several people who respond with “the most expensive nougat in the world” (even if that claim corresponds to a campaign from more than ten years ago). Good claims outlive their campaigns and can, as in this case, become taglines.
As you can see, these concepts overlap and often a claim gambling data philippine phone number or a slogan becomes a tagline, or even all three concepts at the same time. If you look up the iconic “Just Do It,” you’ll see that it is defined as both a slogan and a tagline. Both statements are correct.
To achieve taglines, slogans and claims that remain in the minds of your audience, you can follow some key points:
Three keys to getting a good slogan
Before launching crazy slogans, it is important to think that this phrase can be the perfect complement to boost our advertising. The slogan must recognize the brand, and it is important that it has three basic characteristics that are key to making it a powerful slogan:
If it's not original, it's useless . By original, we don't just mean that our slogan is creative and attention-grabbing (remember that its main objective is to be remembered), but that it is also unique. There's no point in copying others.
Keep it short and sweet. A short sentence is easier to remember, so there's no need to beat around the bush. Say what you want to say straight to the point.
Don't forget the emotional component. It is essential that it bears our brand seal, our essence and our values. In addition, sales are linked to moods, so betting on an emotional phrase is playing with a better hand.
A success story to understand what a slogan is
If we talk about memorable slogans, the first one that comes to mind is Nike's. With its “Just do it” it not only achieved a compelling message, full of intentions and absolutely reflective of the brand, but it is also an almost eternal concept completely linked to it. Anyone can recognise Nike behind that phrase.
Three keys to getting a good claim
Following Nike's example, “Just do it” would be the slogan or tagline, and “Make Yourself” or “Write the Future” would be the claim. Each one is a campaign phrase but is also supported by a brand slogan. To get a good claim, look for it to meet three characteristics:
Be original. Just like the slogan, the claim cannot be without creativity. Each advertising campaign should have its own claim to avoid confusion with the brand slogan. If we make it catchy, like the chorus of a song, we will ensure that it is remembered.
Think about the timing. The claim must be appropriate for a certain time period, that of the campaign to which it belongs.
Analyze what you want to say and to whom. It is vital that, in addition to maintaining consistency with the slogan (it would not make sense for both to be contradictory), you think about what you want to convey and to whom. A good prior market analysis is vital, both for us and for our competitors.
A success story
The advertisements for Loterías y Apuestas del Estado are a perfect example. Every year they prepare a different campaign and a claim. For example, in 2017 and 2018 the claim was "The greatest prize is to share it."
This year, the Christmas campaign has as its claim "Christmas Lottery, the draw that unites us." It appears after each advertisement, in newspaper, radio and television ads, as a phrase that is repeated to sink in until we remember it.
Taglines: the eternal hallmark
A tagline may have started life as a slogan, like Nokia did with “Connecting People.” It was so memorable and had so much brand identity and power that it ended up becoming a tagline. It’s easy to confuse a slogan and a tagline, especially if the former is so successful that it ends up being as much a part of the brand as the latter.
“Think Different” is the tagline that has been accompanying Apple for years. All of its marketing campaigns are under that umbrella, but each one has a different claim, like the one for the iPhone X, “Say hello to the future”, or the one for the iPhone 11 Pro, “It's tough out there”.
“Think different” is Apple's final closing slogan, an essential element that is permanently associated with the brand. It was a slogan that reached such a magnitude that it is now an extension of the name itself. Now it is much more, it is the brand itself. It became a tagline that always appears and that gives more value to the brand. A good tagline is one that comes to mind when you hear the name of a brand.
Slogans, claims and taglines are similar concepts. Often the limits are simply not clear. Think about their use. The most important thing is that these phrases fulfil their mission and are attractive and memorable. If you have any questions, you can write to us and we will help you achieve your goal.
