Tagline vs Slogan
[Build Your Brand Strategically]
So, you’re building a brand and its time to come up with that catchphrase or motto that people will remember.
That’s your slogan right?
Or is it your tagline?
Is there a difference?
Are they one and the same?
Or are they strategic tools for specific scenarios?
In this article, we’re gonna dissect the tagline vs slogan and put them side by side so you won’t need to ask any of the above questions again.
So, you’re building a brand and its time to come up with that catchphrase or motto that people will remember.
That’s your slogan right?
Or is it your tagline?
Is there a difference?
Are they one and the same?
Or are they strategic tools for specific scenarios?
In this article, we’re gonna dissect the tagline vs slogan and put them side by side so you won’t need to ask any of the above questions again.
The Video Breakdown
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Branding v Marketing [Know the difference]
In the world of branding and marketing, there’s no shortage of elements that cross over to the point that it can often be difficult to distinguish between them.
What falls under marketing?
What falls under branding?
And when do you do what?
Branding and marketing rely on each other. You can’t do one without the other.
[Well, technically you can which is why there are so many failed businesses today.]
So rather than “you can’t”, I’ll say “you shouldn’t” do one without the other.
Between them, they share the same goal.
“To attract and nurture customers to a business, to ultimately grow that business and reputation.”
But branding and marketing have very specific jobs.
Some of those jobs cross over, but for the most part, they’re distinctively different.
When you know what the jobs are and the tasks within each job, you can break down the elements involved to understand when to use what and under what circumstances you use them.
The Definition And Role Of A Tagline
What is a tagline? Well it’s:
The memorable formation of a concise set of words, which capture the unique value a brand offers its audience.
The job of the tagline is to help the audience associate the brand with an idea, which in the early stages of the brand is centred on the differentiation strategy.
[The tagline can evolve later to represent a broader idea which 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 that brand offers in the market
The tagline therefore, plays a key role in solidifying the brand’s position.
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The Definition And Role Of A Slogan
What is a slogan? A slogan is:
A memorable and catchy phrase, which captures the overarching theme of a marketing campaign.
While the tagline represents only the brand, a slogan may be used to represent the brand or the brands’ products or services.
The job of the slogan is to help the audience to remember key ideas which marketing campaigns focus on.
These ideas may be in relation to:
Features
Benefits
Emotions
Differences
Broader Ideas.
Slogans are more flexible than taglines allowing them to deviate from the focus of the differentiator.
While a tagline remains constant, slogans can change from one campaign to the next.
They allow brands to experiment with different approaches to their audience without loosing sight on why they want to be remembered.