3 What’s Of Brand – Tagline v/s Slogan v/s Brand Promise

Much and many things can be spoken about the above words, which is Tagline, brand promise and slogan. But we need to understand all these terms and definitions individually and also understand why businesses need them? Does it make any business stronger? What will the impact of these will be in anyone’s business. We will understand all of these pressing questions in this article.

I would like to attribute as I have taken points from different sourced for this article like emotivebrand, brandfloder, power reviews and bevisible. Though it’s taken from so many sources, still I have tried to give my own take and insights to it and given a much comprehensive read all under one single article.

So let’s dive in to understand all of the above much deeper.

1. What is a Tag Line?

A mix of words, which is short, catchy, phrase, which is also emotive and sums up the overall benefit of your products and services. It tells your audience how they will feel if they do business with your company. The function of the tagline is to provide extra content and strengthen your brand identity. Which means it always goes handy with your logo and does not work on it’s own as a brand promise or a slogan.

For better understanding some tagline examples are:-

  1. The ultimate driving experience – BMW
  2. Think Different – Apple
  3. The Quicker Picker and Upper – Bounty
  4. The best bed for better sleep – CASPER

So in a nutshell, if a brand name is what you call yourself when you shake someone’s hand, a tagline is the interesting thing you say to the person immediately afterwards.

2. What Is A Brand Slogan

Would you call Nike’s “Just Do It” their slogan? A lot of people would, but they’d be wrong. It’s their tagline. So then what is a slogan? It’s a catchy phrase used in advertising to grab the attention of the consumers or the audience. We would see a lot in that in old-print coming straight from 1950’s and went on until print media was ruling. It can still be applied to new age social media and online advertising. Slogan specifically aims to certain products or services, while tagline doesn’t refer to anything specific. Slogans are usually short-lived and are often changed in any company to meet the sales and marketing of the brand, company, product or service you may offer.

I would like to site only one example of PEPSI, how they used their slogan from 1930’s to 2013 so that we understand how big brand use AD-SLOGANS to catch the attention of the audience.

  1. 1939 – Twice as much as NICKEL
  2. 1950 – More bounce to the ounce
  3. 1958 – Be Sociable, Have a Pepsi
  4. 1961 – Now it’s Pepsi, for those who think Young
  5. 1963 – Come Alive you are in pepsi generation
  6. 1967 – Taste that beat others cold – Pepsi Pours It on
  7. 1969 – You’ve got a lot to live, Pepsi is got lot to give.
  8. 1984 – Pepsi. The Choice Of A New Generation
  9. 1985 – New Generation, Advertising continues.
  10. 1992 – You Gotta Have It
  11. 1993 – Be Young, Have Fun, Drink Pepsi
  12. 1997 – Generation Next
  13. 2000 – Joy Of Cola
  14. 2003 – Dare for More
  15. 2006 – Why You Doggin Me –
  16. 2007 – Taste the once that’s forever young
  17. 2008 – Something for everyone
  18. 2009 – Refresh Everything
  19. 2011 – Summer Time Is Pepsi Time
  20. 2012 – Change The Game
  21. 2013 to present – LIVE FOR NOW – Embrace your past but live for now

For the Indian market they also had some Hindi Slogans

  1. Yeh hain right choice baby
  2. Yeh dil maange more
  3. Yeh hain youngistaan meri jaan
  4. My Pepsi My Way
  5. Oh Yes Baby

3. What Is A Brand Promise?

A brand is nothing but a promise delivered. It goes deeper than a tagline. It’s you unique value and offer to your customers for them to think to do business with you. It explains your customer your unique value of your offer for your product or service of your brand. A reason for them to consider to switch and get conversions for your brand. Some brands have truly got this because they know that success truly depends on these factors.

Here are some example’s of the same.

  1. 15 minutes or less can save you 15% or more on car insurance. – Geico
  2. To bring inspiration and innovation to every athlete in the world. – Nike
  3. When it absolutely, positively has to be there overnight. – FedEx
  4. Coca-Cola: “To inspire moments of optimism and uplift.”
  5. Apple: “Think different.”
  6. H&M: “More fashion choices that are good for people, the planet and your wallet.”
  7. Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
  8. Wegmans: “Consistent low prices.”
  9. Marriott: “Quiet luxury. Crafted experiences. Intuitive service.”
  10. Walmart: “Save money. Live better.”

A Brand Is A Promise, A Good Brand Is A Promise Kept.

—-By Muhter Kent

So it’s never too late or too early to think about the above things for your own brand name with the above articulated way, if you truly relate to this, or wanna know more of this and much more, please join my private VIP Facebook group by clicking on this link- https://bit.ly/2Y9TmwK.As I will be sharing more in-depth insights. If you’re keen to know how, just hop in to my next webinar. Or just simply share your comments below.

About Me:

Hi I’m Pramila Jain. I am a Brand Designer and Graphic Geek. I’m the founder of Brand Design Hub. Am on a mission to help 10,000 women solopreneurs to focus on design using the power of branding. Am also founder of Candyfloss Branding Agency where we help brands grow by crafting distinctive logos & brand identities, backed by strategy.

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