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). 

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Why is a strapline important?

 

• Branding - a name can only only convey so much. Straplines allow additional brand messaging. Usually that means differentiation.

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• 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.

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• 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).

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• Advertising direction - your strapline can provide direction for your advertising and it is usually the advertising agency that creates the strapline.

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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.

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• 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.

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• 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.

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