Maybe once in a networking event, a person you’ve met gave you his business card, and then remember that it was not his business, but when you discover that the card alone, because not even have any text next the logo and you only need to enter the site. But once on the web, you discover that you do not know about or have been invited to a Facebook page, and once inside view as much as you do not know that the company was engaged in, or about trying the page in question.
The tagline (or slogan but not exactly the same) is the message that is usually just below the logo, and that explains in extract form, direct and concise with two or three words that is dedicated to the brand that we are seeing, can also be inspirational and indirectly evoke our purpose, but always linking the brand with its target.
It is more important than it seems, especially if your brand is not descriptive in itself, ie does not include concepts or keywords in the business that is engaged in own name, so as to allow easily decipher its purpose, or visually suggests what is not.
Only when a brand is very well known, could dispense with its tagline, but still never hurts to remind and reinforce that we are dedicated to adequately communicate to potential new customers for the first time we impact with our brand image.
The tagline is essential on branding, because after seeing the mark, we wonder what he does, and even in a proper brand positioning should be clear with your own logo or isologo, combination logo (text) and isotype (symbol), the tagline is the ideal resource to support and strengthen or at least indicate our position.
The brand positioning is not a matter of whim, or aesthetic, but saving and proper use of resources. Because if you are able to generate a proper positioning, you will save a lot of expenditure on advertising and promotion, and hence the tagline can play a key role.
To illustrate, I’ll use an example of something simple, but real. When we finished the 2nd iWeekend of all, I organized in Valencia in March 2008, we were a few days later almost all participants, with the intention that this community did not die there, and that we would have the opportunity to stay in touch with some event or similar, in that meeting was shuffled exactly what we wanted, and someone who does not know .. as a summary of what has been said: “We want an event from entrepreneurs for entrepreneurs” and someone replied: “Is not that Iniciador??” And all said: “..True!” so .. soon after, and to date, there exists Iniciador Valencia each month. Iniciador has as tagline exactally: “From entrepreneurs for entrepreneurs”.
Just because they had a really good tagline, which allowed them to position themselves properly, and that your potential customers would be able to identify, remember, and at zero cost spread its mission on behalf of the brand. Because it was clear, concise and fully descriptive. I do not know if it is the best example, but certainly by its consequences, if quite enlightening.
And you understand the importance of a good tagline? Did you use in your business? Can you have examples from their potential?