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Sum It Up With A Unique Tagline

An important part of creating your brand identity is through the creation and consistent use of a unique tagline.

Clever brand taglines are created in many shapes and sizes, serving as a brief, supportive statement, phrase or question that align with your business, and captures your company’s brand essence, tone and personality.

A tagline strengthens your brand positioning.

An effective tagline should evoke an emotional response, spur interest and be memorable.

So when brainstorming on the different types of taglines, consider how it distinguishes the business from its competition, and determine the ultimate response you desire.

Taglines can be a number of things:

Short/Motivational

“Eat Fresh.”

“Just Do It.“

Thought-provoking

“Got Milk?”

Evocative

“Maybe she’s born with it. Maybe it’s Maybelline.”

Positioning

“The ultimate driving machine.”

Descriptive/Defining

“The happiest Place on Earth.”
“The quicker picker-upper.”

“Expect More. Pay Less.”

Identifying the business category

“Love the skin you’re in.”

“Drivers wanted.”

“The Lifestyle Brand Boutique.”

Above all, a tagline should be used frequently and consistently to reinforce its message. What response does your tagline convey?

 

 

 

 

 

 

 

 

 

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Re-branding? Key Factors to Consider to Remain Viable

When Re-branding, Will It Help Or Hurt Your Image?

Imagine a brand so successful it is a household name: A brand that has been in existence since 1902. Certainly over time, the brand has had several leadership transformations in which new ideas were tested, successes measured, practices overhauled, and yet the brand survived turbulent economic times and buying habit trends for over 111 years. The brand was J C Penney’s, now known as JCP.

When a brand makes modifications process begins with “cosmetics”: a new logo design, new color standards and tagline to capture the brand’s essence. These positive aspects of re-branding, done correctly, can have resounding success.

When going beyond a change in the look and feel of the company that represents its new direction, the customer must be eased in to this new model, but to give them time to accept the other transformations in the new vision.

In the case of JCP’s new modernized logo and name change, it seems there was disconnect with the elements that were working favorably for the store over its history. Instead, all of their changes – logo/name change, vendor and price strategy, and new advertising campaigns – were all rolled out at once, allowing for resistance from their loyal, established customer base.

If Penney’s goal was to broaden their base, attract new customers and positively impact sales to this well-established brand, the effect of “too much too soon” seems to have produced the opposite effect.

Reviewing the lessons from JCP and other large brands, we have made a more nuanced transition as perry design + advertising recently re-branded after 16 years serving businesses’ advertising and marketing needs.

If you are thinking about making changes to your business brand, consider the following:

(1) What is it about your current operations that your customers like, and how to embrace those elements into your new image?

(2) Considering your target market. If you are going after a new demographic, are you making sure your business is in alignment with your product, pricing and media reach?

(3) Are you planning to stage the rollout of your brand’s changes so that it is subtle and easier for your customers to adapt?