When you think of your favourite brands, the first thing you’ll likely think of is their logo.
The reason you think of the logo first is that it’s the easiest and most memorable element of a brand to remember because of its visual aspects and how our brains work.
Our brain digests visuals as quickly as 13 milliseconds and stores them in a part of the brain (the limbic system) that’s easiest for us to recall.
The second thing you’re likely to think of is the tagline.
Although taglines are processed in a different part of the brain (the neocortex), they are the most simplistic form of a brand’s language communication.
Their simplicity and memorability allows the brain to quickly create a shortcut between the logo and the tagline, which in turn leads back to an idea and the overall experience of a brand.
In this article we break down the tagline and the important role it plays in brand strategy.