How Important are Taglines?
October 19, 2007 by Susan Gunelius
Filed under Slogans & Taglines
I’ve been thinking about taglines today after hearing a story about a new small company who changed their tagline three times in the same year then wondered if that might hurt their brand.
That got me to thinking about the importance of taglines. Of course, taglines are a great way to draw attention to one of the most important attributes of a brand’s image or mission, but can taglines pigeon-hole a company or brand, particularly a new company or brand that is just starting out and trying to find its place in the market?
Naturally, each brand needs to have a position in the market, but I wonder if adding a tagline to describe your brand is wise for a new company or brand. Would it be better to wait to choose your tagline or should you create a tagline upfront at the risk of realizing later it’s really not the best one for your brand once the brand picks up momentum and then change it? I can think of pros and cons to both strategies.
What do you think? Should a new brand or company (particularly a small one that doesn’t have a big budget to rebrand) roll out with a tagline or wait until the waters have been tested and add a tagline later?
Of course tag lines change the face of the product and it helps a lot in marketing
This is an excellent question! I believe that even a new company should roll-out with a tagline becuase a tagline sticks with the customers. Tagline is the catch phrase that customers remember in the whole advertisement, not necessarily the brand name or the product. It is most important for a new company to launch with an easy to remember, focused tagline. Of course, they should do an in-depth discussion on what the business/brand objectives are and how well to translate those into the tagline.
Thanks,
Shweta