Taglines work in tandem with a logo for brand recognition and recall. While a logo can be the easiest thing to remember when it comes to brands, the tagline or slogan is a condensed version of their overall messaging - so when a consumer walks away, that first impression has to land. The “Logo Test” may be a fun quiz for the common consumer, but the proof is in the pudding - the success of a brand is directly related to the strength of its design and voice. Are they ultimately and easily recognizable? For those unfamiliar with the “Logo Test”, it is a quiz of sorts that asks its users to identify brands based on various characteristics besides their company name. Sometimes it is just a letter in the company title, or perhaps a particular color scheme with an easily identifiable symbol. As a content marketer who values brand messaging, it got me thinking. Value stems from the beauty and impact of a business design - but it stands to reason that the tone and voice of a company work in tandem with its logo and branding. This starts with a tagline:
Brandmaster Academy refers to a tagline as, “The memorable formation of a concise set of words which capture the unique value a brand offers its audience.” Basically, these are the words that accompany a name or logo. Simplicity here is key; it is the best way to ensure your business is memorable.
Typically you want your tagline to highlight some sort of brand differentiator. How does your company stay competitive with others in your industry? You want to be sure and cater to your specific consumers while highlighting a relatable feature of your business. How can you stay disruptive and separate yourself from others?
For example, when I say “Nike” - you immediately think of the iconic “swoosh” but are there any words or phrases that come to mind? Of course, “Just Do It”, is arguably one of the most famous taglines worldwide. One of the reasons this tagline was extremely successful is because not only it is quick and catchy, but unique to Nike - who provide their consumer with products that make them feel confident enough to “just do” anything! Ultimately, the logo will more often be recalled than the tagline or slogan ( thank you Limbic System ), but messaging details like taglines solidify an overall “brand experience” - which is what sticks with a consumer forever. Stick around for Part 2, where we will commence an internal logo test with different tribes competing against one another to recall various partners and compile their reactions in a video. Want to learn more now? Head over to our Designers React - Thanksgiving Edition!
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