The memorable formation of a concise set of words, which capture the unique value a brand offers its audience.
Do the words finger lickin’ good ring a bell?
If you’re like most people, you’ll instantly think of KFC.
There are many overlaps between a slogan and a tagline, but these short sentences serve different purposes. The job of the tagline is to help the target audience associate the brand name with an idea, which in the early stages of the brand is centered on the differentiation strategy.
[The tagline can evolve later to represent a broader idea that is less focussed on the differentiation strategy and more aligned to an overarching belief.]
The tagline helps the audience to first remember, then associate the brand with the difference and value the brand offers in the market
The tagline, therefore, plays a key role in solidifying the brand’s position. So it’s worth it to get it right early on.