{"items":["5f72084daa8af900181c20a3","5f5b4d82d06eae0017c0037f","5f5b4d82d06eae0017c0037e"],"styles":{"galleryType":"Columns","groupSize":1,"showArrows":true,"cubeImages":true,"cubeType":"max","cubeRatio":1.7777777777777777,"isVertical":true,"gallerySize":1000,"collageAmount":0,"collageDensity":0,"groupTypes":"1","oneRow":false,"imageMargin":7.5,"galleryMargin":0,"floatingImages":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":true,"isSlider":false,"isColumns":false,"isSlideshow":false,"cropOnlyFill":false,"fixedColumns":0,"enableInfiniteScroll":true,"isRTL":false,"minItemSize":50,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":3,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":0,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":4,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"useCustomButton":false,"bottomInfoHeight":0,"titlePlacement":["SHOW_ON_THE_RIGHT","SHOW_BELOW"],"galleryHorizontalAlign":"center","galleryTextAlign":"center","galleryVerticalAlign":"center","scrollSnap":false,"itemClick":"expand","fullscreen":true,"allowSocial":true,"allowDownload":false,"allowTitle":true,"allowDescription":false,"loveButton":true,"loveCounter":false,"videoPlay":"hover","scrollAnimation":"NO_EFFECT","scrollDirection":0,"overlayAnimation":"FADE_IN","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowTitleExpand":true,"allowDescriptionExpand":true,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"NEVER_SHOW","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","calculateTextBoxHeightMode":"MANUAL","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":60,"textBoxWidth":200,"textBoxWidthPercent":75,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"textsVerticalPadding":0,"textsHorizontalPadding":-30,"titleDescriptionSpace":6,"customButtonText":"","customButtonBorderWidth":1,"customButtonBorderRadius":0,"loadMoreButtonText":"","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"ATTACHED_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":"1","videoLoop":true,"gallerySizeType":"px","gallerySizePx":1000,"allowContextMenu":true,"itemBorderColor":{"themeName":"color_12","value":"rgba(232,232,232,0)"},"galleryLayout":2,"modifiedGallerySize":true,"selectedLayout":"2|bottom|1|max|true|0|true","layoutsVersion":2,"selectedLayoutV2":2,"isSlideshowFont":true,"externalInfoHeight":60,"externalInfoWidth":0.75},"container":{"width":224,"galleryWidth":239,"galleryHeight":1440,"scrollBase":0,"height":null}}
Branding > Straplines
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.
Latest features
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.
Get in touch
“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.”
Simon Goodall
Client Director
OPX
