Some of the best ones have been around for eons. Slogans can be several things. They can be former headlines or straplines that have become popular beyond the commercial category and earned a long lease of life as a common idiomatic phrase.
Slogans are also snappy, catchy phrases that appear on T-shirts, stickers and badges. In their original form, slogans also those head scratchers that appear at the end of a competition. But once upon a time, prizes galore were up for grabs if you could complete a phrase in 10 words or less. How lucky if you could success with a clever rhyming couplet. Believe me, I tried. I failed.
To end — a final quick guide to the difference between a headline, strapline, tagline and slogan:. A headline goes at the top of an ad or brochure. The tag lines add emphasis to the advertising message. Just because a company has trademark rights, those rights do not absolutely prohibit anyone else from using the same name, logo, or tagline. The same exact trademark you use can be used on a substantially different product or in a substantially different industry.
A branding slogan is a small set of words or a short phrase that a business uses to make its company and products stick in consumers memories.
Branding slogans are used in both advertising and promotional materials used by a business. Headlines are the headings for various communication channels newspapers, magazines, etc. Headlines will be changed frequently to suit the objectives and sentiments of the specific advertisement; it will serve for the short term. While a slogan is the foundation stone and will be anchored for a long time.
Start and End Points Writing an advertisement headline is objective specific. In short, you can set your criteria, put a yard stick in place, measure your results and calculate your returns on investment simply by changing the headline — without touching other elements. When the client has a clear and specific objective and understands which niche he is talking to, the copywriter can choose the right words and use the desired tone and manner to command a response.
For slogan writing, it is a totally different story. The challenge comes when the clients are business owners who sell their wares without purpose, commitment or passion. There is no big dream, no promise and no personality to showcase. Their products are basically me-too products with few differentiations from the rest. The directive must be set by the business owner because he should be nurturing his own baby and not just push it to a caregiver. So a copywriter, when faced with such a situation, will have to lead and guide the client down a thinking process to learn the underlying meaning of their business existence.
Slogans are emotionally driven from the heart to establish a tight bond and a long term relationship between the seller and the buyer. Length Matters Regardless of the length, as long as the headline can achieve a buy-in effect, it ticks. While all three appeals may be useful for your slogan or tagline, the most important is pathos. Many successful companies take advantage of emotional appeals by creating taglines and slogans that make people feel good.
In , Covergirl made the decision to rebrand. The new tagline suggests that beauty is diverse, dynamic and authentic. Although they changed their tagline, Covergirl has stayed true to their mission and has opened itself to new customers. Taglines and slogans are similar, but minor differences set them apart. Taglines are more permanent representations of your brand, while slogans can be changed frequently and are often particular to specific campaigns.
Both taglines and slogans should be brief and representative of your brand. The goal is to create a tagline or slogan that is memorable and relevant to many. What brand slogans stand out to you and why? Share them with us in the comments below. Your email address will not be published.
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