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02/26/2006: "How Important is a Tagline or Slogan and Should You Have one?"

I recently read a post in a group discussion that read in part, "I have a (type of business deleted) Business. When I first started, I didn't think a tagline was important. Since then, I have been trying to think of something to use, to make me a bit memorable at networking events."

Like this person, a new business soon discovers it needs a tagline. It needs something to set it apart. No, a tagline alone won't do that. But it's a must-have and a good way to start.

A good tagline or slogan sets you apart. It makes the brand memorable. There are exceptions, of course. Google and Yahoo don't really need taglines. Everyone knows them and their brand; everyone knows what they are about. But they're in the minority.

Even companies the likes of Nike, Microsoft, Ford Motor Company, Avis Rent a Car and just about every other business of any importance has a tagline. Now some are far superior to others. The one Microsoft uses (or did use --- I don't know if they still do) never did make any sense to me. "Where do you want to go today?" What does that mean and what does it have to do with Microsoft? Well, I'm sure the people who came up with the tagline know. But I sure don't. And the one they had about "degrees of separation" --- what the hell was that? What did it mean to the average person? How many people know or care about degrees of separation?

The Nike tagline, however, is great. "Just Do it." Three little words that speak volumes. It says to people of all ages and in all conditions to just get out and live. Have fun. Get healthy. Get fit. No, it doesn't have anything to do with shoes or clothing. It has to do with a lifestyle, with action and health. So that's the image we have of Nike. We don't see shoes. We see a certain lifestyle that we want to attain. And in order to attain that lifestyle we do what? We buy their shoes.

Here are the Top Ten Jingles or Taglines of the century according to Advertising Age:

TOP 10 JINGLES OF THE CENTURY

1. You deserve a break today (McDonalds)
2. Be all that you can be (U.S. Army)
3. Pepsi Cola Hits the Spot (Pepsi Cola)
4. M'm, M'm good (Campbell's)
5. See the USA in your Chevrolet (GM)
6. I wish I was an Oscar Meyer Wiener (Oscar Meyer)
7. Double your pleasure, double your fun (Wrigley's Doublemint Gum)
8. Winston tastes good like a cigarette should (Winston)
9. It's the Real Thing (Coca Cola)
10. A little dab'll do ya (Brylcreem)

TOP 10 SLOGANS OF THE CENTURY

1. Diamonds are forever (DeBeers)
2. Just do it (Nike)
3. The pause that refreshes (Coca-Cola)
4. Tastes great, less filling (Miller Lite)
5. We try harder (Avis)
6. Good to the last drop (Maxwell House)
7. Breakfast of champions (Wheaties)
8. Does she ... or doesn't she? (Clairol)
9. When it rains it pours (Morton Salt)
10. Where's the beef? (Wendy's)

HONORABLE MENTIONS

* Look Ma, no cavities! (Crest toothpaste)
* Let your fingers do the walking (Yellow Pages)
* Loose lips sink ships (public service)
* M&Ms melt in your mouth, not in your hand (M&M Candies)
* We bring good things to life (General Electric)

As you can see, these taglines speak to an image. They speak to something the consumer wants. They make you feel a certain way about a brand. Above all else, each makes the company memorable.

When writing a tagline look at billboards and start noticing taglines and slogans. Which ones make you think well of the company and remember it easily?

Then look at ads in magazines and newspapers. What taglines are most meaningful and which ones are just generic and useless?

Write down everything you can think of about your business. Think of things that "relate" to your business and write all this down. What benefits do people get from using your product or service?

Make a list of the top 25 or 30 things that are important. Cut the list down to 8 or 10 of the most important things you want to say. Now eliminate repetition or things that aren't really that important about your product or business. Cut your list of words or phrases down to 3 or 4 basic themes.

Based on your final selection, make up some taglines to consider. Keep them short. Use simple, common language. Don't try to show off your vocabulary.

Writing great taglines isn't easy. It's just like everything else, it looks easier than it is. One would think that coming up with three to five or so perfect words would be easy. Try it. You'll soon discover it's not. But give it a try.

Do you need a tagline? If you're a doctor or lawyer, an accountant or someone like that, no. But if you're in the average business like most of us, yes. If you want your business to be memorable, you need a tagline.

Item of Interest.

Bill Gates made an important statement about censorship of blogs and Web sites recently. Read the text here. It proves that while some sites may have to take down material it will still get out --- perhaps even faster.