Even small businesses need tag lines, according to tag line guru Eric Swartz.
According to self-proclaimed tag line guru Eric Swartz, a marketing and branding expert with the Byline Group in San Mateo, California: "A tag line is a succinct phrase, situated under or alongside your logo, that communicates a single but powerful brand message designed to resonate strongly with an intended audience." Swartz adds that the best slogans and mottoes are seven words or fewer. Wayne Fenstermacher, president of DecorateMyRooms.com says: "A good company slogan can mean the difference between a great first impression and being just one of the crowd."
Takes You by Surprise
Ivory Soap proclaimed to be 99.44% pure --- a number so precise had to be accurate, we thought.
An effective tag line might catch the audience by surprise, by expressing key product features in an unusual or attention-grabbing way. Examples of this slogan style are "Flick my Bic" by Bic pens and "99.44% pure," the catch phrase for Ivory Soap.
Makes You Trust Them
A slogan can be used to build trust for the brand. Two examples of this format are: "Like a Good Neighbor, State Farm Is There" (State Farm insurance); and NyQuil's "The nighttime sniffling sneezing coughing aching stuffy head fever so-you-can-rest medicine."
Appeals to Your Sense of Humor
Some of the most memorable tag lines appeal to our sense of humor. Proctor & Gamble's Charmin bathroom tissue's "Please don't squeeze the Charmin" is one. Another one is: "Our repairmen are the loneliest guys in town," by Maytag.
Emphasizes a Key Buying Benefit
Some tag lines emphasize a key buying benefit. Well-known examples include: "Quality is job one," from Ford Motor Company; "Leave the driving to us," from Greyhound Bus Lines; Kentucky Fried Chicken's "Finger-lickin' good!" motto; and "Because I'm worth it," from L'Oreal.
Understated and Simple
Sometimes, simply put is the best way for a company to explain itself. Gerber Baby Food proclaims, "Babies are our business." Visine Eye Wash uses the tag line, "Visine gets the red out."
Play on Words
A play on words can be a humorous, attention-getting way to develop a company motto. Huggies diapers gave us, "We're behind you every step of the way" as the television screen fills with babies in diapers walking away from us. We've also heard, "Nothing runs like a Deere" for John Deere.
Makes You Think
Some tag lines appeal to our deep, philosophical sides, but usually in a humorous way. Two examples are : "There are some things that money can't buy. For everything else there's MasterCard." and Taco Bell's "Think outside the bun" slogan. Then there's the serious Nike slogan, "Just Do It!" --- which basically is saying to customers, "We'll provide the shoe, but you have to do the work."
Stands Out From Competition
A good tag line format is to show how the business stands out from its competition. For example, Avis tells us that "We try harder." And, regarding its competition, Wendy's hamburgers wants to know: "Where's the beef?"
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