How about Coke? Is it “the real thing” or is it “things go better with Coke.”
Or perhaps you like Avis’ car rental approach to being the second largest car rental agency with “We try harder!”
All of these are examples of “big promise” taglines used by business as a way to connect with their customer.
But taglines are not just for businesses…
Think of slogans like “Friends don’t let friends drive drunk” or “Give a hoot, don’t pollute!”
Even nonprofit organizations and government agencies can benefit from effective big promise taglines!
So how do you create a tagline to connect with your particular niche?
Here are three tips…
Tip #1: Keep It Simple
We are all living in a short-attention span world, where we are inundated with a constant stream of noise.
A tagline should be short and sweet, whether that’s a few words, or a one-liner.
You want it to be simple and easy to remember.
Think of Nike’s “Just Do It” or the US Forest Service’s “Only You Can Prevent Forest Fires” as examples of simple taglines.
No paragraphs to read, just a short and sweet memorable message.
Tip #2: Summarize the Benefits
A good tagline summarizes the benefits for the listener.
While you want it to be memorable, you also want to make sure that first and foremost, it reminds your audience of what benefits your product or service gives to potential customers, clients or fans.
Even if you don’t have the advertising budget to compete with the big national companies, you can still differentiate yourself with a strong tagline that people can remember easily.
Think of it this way: Your tagline is a comprehensive positioning statement that summarizes the benefits for your audience.
What are the benefits that your clients, customers, volunteers, or donors receive by connecting with you?
The summary of your benefits, solutions and valuable experiences can be used to create an easily identifiable “big promise” with your branding.
Tip #3: Keep Them Curious
The secret is to not answer every question in the mind of your audience.
An effective tagline should leave them wanting a little more…
Ideally it will create a small question in the mind of your reader.
- What does Nike want me to do?
- What makes Coke real?
- Are these people good enough friends for me to take away their keys?
- Do I care enough to not litter?
This question should leave them curious to discover more about the unique benefits provided by your company or organization.
In summary, craft your tagline with the following things in mind for branding your business:
- Connect to the benefits customers can expect from you
- Communicate what’s in it for your listener-Hint-it’s not just about selling products or services.
- Include a concept that promises a memorable experience for engaging with you
- Develop a tag line that summarizes the “big promise” around your products and services
A “big promise” tagline is an important part of brand building.
When you hit a winner, you’ll find it can stand on its own as your best and least expensive form of advertising!