Ever heard the phrase “It’s finger lickin’ good”? Take a moment and think about it. What image does it evoke in your mind? How does it make you feel? If you’re like most people, the idea of something being “Finger lickin’ good” causes you to salivate. You immediately imagine something so delicious that you’d want to eat it with your bare hands – so that you relish the incredible joy of licking your fingers.
And that is the potential effect of a great tagline. “It’s finger lickin’ good” was a tagline of KFC (Kentucky Fried Chicken) for over 50 years. It successfully helped grow the company into a global food brand. Nowadays, you can find KFC in almost every city in the world. This success is largely due to the brand recognition brought about by this now world-famous tagline.
Even if you don’t have global ambitions for your company, you still need to develop a tagline. Every great company has one. Apple, Microsoft, Coca-Cola, Pepsi, Nike, name it. They all have taglines. Here are some reasons why you need one for your company.
1. Summarizes Your Company’s Ideals
Consider the Apple tagline “Think Differently”, or the (former) one for General Electric “Imagination at Work”. What do these two have in common? They tell you what the companies are all about, right? You can almost imagine what is going on in the minds of the owners, managers, and employees.
This is one thing a tagline can do for you. It can help to summarize what your company is all about. A great logo can capture people’s attention, but it may not tell them exactly what you do. Your tagline can do that for you.
2. Spells Out the Key Benefits
Think of the M&M slogan “Melts in Your Mouth, Not Your Hands” or the one for KFC mentioned above. These two inform you what to expect from M&M’s chocolate bars and KFC’s chicken wings, right? That is another thing a tagline can do for you. It can spell out the key benefits of your products, and therefore help to attract potential clients to you.
3. Showcases Your Company’s Personality
Consider the US Marine Corps tagline “The Few. The Proud. The Marines” and one for McDonald’s “I’m Lovin’ It”. Those two taglines tell you something about the personalities of those organizations, not so? One is serious and chivalrous while the other is zesty and playful.
The simple fact is that great companies have a personality. This personality makes them appeal to a specific kind of clientele. Your taglines can be a great way to show off your company’s personality and values.
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4. Sets Your Brand Apart
If you are a fan of WWE (World Wrestling Entertainment), then the phrases “The Champ is Here!” and (more lately) “Get These Hands” probably mean a lot to you. They immediately make you think about specific wrestlers, right? They are about as effective as “It’s finger lickin’ good”.
That is exactly what taglines do. They set you apart from your competition. They make your company, products or brands stand out from the crowd. This is especially important in markets which are crowded with similar products. Taglines give you the distinction needed in crowded markets.
5. Helps With Brand Recall
“Tastes so Good, Cats Ask for It By Name” is a tagline used by Meow Mix – a cat food maker. If you are a cat owner, this tagline will most likely stick inside your head. The idea that each time your cat meows, it’s asking for a specific brand is just so ridiculous and hilarious – you can’t forget it.
That is exactly what taglines do. They help people to recall your brand easily. Even when they forget your brand name, they can remember you by the tagline. For example, if you hear the phrase “Just Do It”, what comes to your mind?
6. Gives You One Over Your Competitors
The L’Oreal tagline “Because You’re Worth It”, Nike’s “Just Do It” and Coca Cola’s “Test the Feeling” – all have one thing in common. They are copyrighted and cannot be nicked by these companies’ rivals.
This is one great thing about taglines. Your competition cannot nick it. They can imitate your product lines, but they can never steal your taglines. This means that you always have one over them. Therefore, if you’re looking for a competitive advantage over your competition, a great tagline is one way to do it.
7. Gives You A Strategic Edge
A good tagline breeds brand loyalty. Take prime examples like “Just Do It”, “Because You’re Worth It” and “Dare For More” used by L’Oreal, Nike, and Pepsi respectively. These statements are inspirational. This is because they awaken something deep within a client’s heart. Such effects make people loyal to a brand because it makes them identify with a brand.
Brand loyalty leads to repeat business and cements your position in the market. The end result is that your company enjoys a strategic edge. Therefore, if you desire to curve for your company a section of the market, a great tagline is the first step towards doing that.
8. Attracts Top Talent
Taglines like “Think Differently” and “The Few. The Proud. The Marines” can attract more than just clients. They draw in top talent as well. This is because they paint the company in a very positive light. They make the company appear to be on a mission to accomplish something bold and exciting. This is what talented people typically want. They want to be a part of something special.
In a nutshell, if you want your start-up or small business to achieve its goals, one thing you need for sure is a tagline. A great tagline should be short, punchy and catchy. With such a tagline, you will place your business on the fast-track to success. So, don’t hesitate to create a tagline. In fact, take Nike’s advice and Just Do It.