An old saying goes, “Choose your words wisely”
This little phrase consists of four words only but contains immense meaning.
As marketers it’s the best lesson to be learned.
What is a brand identity?
The logo, Slogan, USP, color theme, the tone of voice a brand uses and everything that can remind the customer of the brand; all serves as the brand identities, as the brand owner or marketer, we need to invest the needed time and attention to every single one of these to make sure that the message a brand tries to convey is conveyed; in a way the client visions, the potential customer is engaged in and it helps us reach the goals we have set.
What is a Slogan?
The taglines or slogans are one-liners explainers which serves as the brand identity. Explaining its qualities, features and value. A tagline also highlights the needs and tells the audience how it can solve the problem or fill the gap in the market.
A tagline is the reason for the customer or consumer to remember the brand. As marketers we should aim to make it as catchy as possible because the attention span of audiences in the digital era has reduced to a minimum. You have a very short time to hook them and make them listen to what you have to say. If you fail, your message will end up swiped away when your potential customer is swiping up his phone. So in this limited-time i.e. less than two seconds, you are aiming to grab customer’s attention and have to keep in mind that your competitors are also trying to do the same. So adding a tagline to a brand is intended to hook the audience, tell them how it is solving the problem and make them believe that they need it.
Less words - More meaning
Knowing that a slogan is very important, one must have a very clear understanding of the forming, structure and impact of slogans. The one liner explainer for the business has to be precise yet effective; to be easily understandable and contain the essence of the brand. Before forming the slogan, the marketer must do the needed research of the market and understand the brand completely from its mission-vision statements to the core values and know how it can solve the problem. Now it comes down to start hunting for the right words and give them justice by putting in the right places. Doing all the things right, your product ‘Tagline or Slogan’ must be; telling how the business is problem-solving, has to be short simple yet catchy, and should be easy to say and remember.
Procter & Gamble – Touching Lives, Improving Life.
What makes the slogan of this FMCG company ‘P&G’ this famous?
Their choice of words or because they tried to connect with people emotionally; maybe because it is simple and precise or Problem-solving?
The answer is all of the above; this is all that you must aim for before forming a slogan and choosing it to represent your business.
Think a hundred times and invest your time in brainstorming sessions before suggesting or associating a Slogan/ Tagline to a business because you don’t want to change it frequently, it serves you as your identity.