Branding > Straplines
What is a strapline?
Also known as a tagline or slogan in the US, this line accompanies the logo and, for so few words, carries a lot of responsibility: it usually communicates the brand offer - what’s distinctive about a brand and why that should appeal to the target audience (its differentiation).
Why is a strapline important?
Branding - a name can only only convey so much. Straplines allow additional brand messaging. Usually that means differentiation.
Positioning - a strapline can be changed to match society’s current tastes, or provide a change in direction for a brand. Coca-Cola regularly update their strapline to fine tune their offer.
Ownership - Longevity - not changing your strapline - is a mark of a single-minded brand determined to maintain ownership of positioning territory. BMW’s strapline has been ‘The ultimate driving machine’ since the 70s. It claims excellence performance and engineering (a claim plus evidence).
Advertising direction - your strapline can provide direction for your advertising and it is usually the advertising agency that creates the strapline.
Considerations for straplines
Limited words - anything over four to five words is usually too long, but a longer line allows for a more complex thought and emotion.
Understanding the market - your strapline has to resonate with present society’s tastes. This requires a finger-on-the-pulse knowledge of your target audience and what will make them act or feel.
Longevity - the longer a strapline lasts, the more it comes to define and establish a brand. Brands like De Beers (‘A Diamond is Forever’) or Nike (‘Just do it’) have managed to create a long-lasting strapline that defines their brand.
Benefits of the Barnaby Benson approach to straplines
Sensitivity to the brand - because we work with brand consultancies at every stage of the brand development process, we write straplines that sound right for the brand as well as communicating its essence.
Strong, clear messaging - we have a thorough message development process, applying the same level of discipline and questioning to our straplines that go into an advertising campaign.
Brand agency background - we've worked for world leading brand agencies, so we understand language's contribution to brand positioning. This might be a rejuvenated tone of voice, a brilliant idea for an advertising campaign, or that killer strapline.
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“We worked with Barnaby on a new standard for the housing sector. He quickly tuned into our thinking and provided strong, usable positioning copy that significantly improved our brand solution.”