Before the Internet age, the term “motto” was used for what is now known as a “motto”. This is a word or set of words that, in a short statement, conveys a message to the consumer about a company’s particular brand or service.
This slogan or tagline should be designed with the purpose of being “sticky” in the minds of consumers. In other words, it is a phrase that they remember. When those particular products or services are required again, the slogan comes to mind and they know where to go to buy the product or service.
There are famous advertising slogans that almost everyone remembers. Think FedEx®. Over the years, they have changed their motto depending on the current business climate, but their first motto was “When you absolutely, positively have to be there overnight.” Think about the message the customer receives with this. They get the message that if they have a package that is due to arrive at its destination overnight, FedEx® will receive it there! This is a very powerful and famous catchphrase.
Know what your brand means to customers
Continuing to use FedEx® as an example: this company focused on the service they can provide, which is their ‘Brand’. They can deliver your package overnight! They didn’t ‘say they were the’ best delivery service in the world ‘, or that they were’ Number 1 ‘. Who would believe that anyway? Many companies adopt the bragging mentality and want their customer base to believe that they are the best. The way to get your customers to believe that is to stick with what you say you will do.
So you have a business that you want to promote and you want your target market to find you, buy your products and services, and remember you in the future. Then what do you do?
What is a personal brand? Personal branding is about you and how others perceive you. It’s not about having a logo, but sometimes this can be helpful. It’s about providing goods and services to your customer that have value. “Under promise and deliver more.” This is how you build a strong personal brand, one that people will remember. Consider having a tagline or tagline that briefly tells the customer what sets your business apart from the rest. Help them remember with a phrase that sticks in their minds. The slogan must have a meaning for the consumer. You’ll want your tagline to inform your audience of the value it provides. What is the problem they may have for which you have a solution? This is the kind of message to spread.
What do you think is the problem that these slogans are solving for the consumer?
“Lose the carbs. Not the taste.” Michelob Ultra
“Get up and separate.” Playtex Cross-Your-Heart Bra
“How do you spell relief? ROLAIDS.” Rolaids
When you’re looking for a tagline, consider what it will mean in your consumers’ minds, the problem it can solve, or the pain it can alleviate, and you’re on your way. Who knows, it could become a famous catchphrase in the future.
Having a strong personal brand is a good marketing strategy and creating an appropriate catchphrase or tagline can help your business remember the value provided by customers.
