I have spent a lot of time in meetings the last week and several of these meetings focused around the positioning of the brand or company I was working with. One of the topics that came up was the need for a tagline that reflects their brand promise.
As we discussed these items, we were forced to reflect on whether the ideas we were brainstorming were slogans or taglines. So…. what’s the difference?
Unfortunately, it is difficult to define the difference when most people use them interchangeably and even Miriam Webster has them listed as synonyms. Here is the definition of the words with a little commentary from me.
Slogan is defined as a short and striking or memorable phrase used in advertising. Slogans can change with each advertising campaign you create.
A tagline is a memorable phrase or sentence that is closely associated with a particular person, product, movie, etc. Part of the etc. includes a brand. Taglines should not change often as these define your brand.
Which do you need?
For internal marketing you need a tagline. You need a succinct way to summarize your brand’s promise that allows everyone to be on the same page. It is important to make sure all your employees are singing off the same song sheet and a tagline helps with that. You don’t need to put it everywhere externally, but it will get you started.
Not everyone needs a slogan, but slogans are memorable and there is a time and place to use them. If you are in a highly competitive environment and creating advertising campaigns then it doesn’t hurt and is definitely something you should think about. It should be short, memorable but not conflict with your tagline or brand promise.
If you want to discuss your brand’s positioning in the marketplace or need assistance in developing your brand promise, reach out to us at H2H Consulting. You can call us at 248-923-1424 or email Kendra Corman at email@example.com