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Building Brand Emotion Through a Tagline

Does your brand connect with people emotionally? And If your brand was a person, how would you describe its personality to someone? These are important questions to ask. Your emotional connection with the consumer is integral when trying to establish your brand and identity.

There’s a difference between telling people who you think you are and inviting them into your story.

One great way to accomplish this is to create a “tagline.” A tagline is a concise statement that you can use to clearly explain what you offer or do

That being said, a tagline is a bit different from a slogan. A slogan is typically a short catchy phrase used in a campaign, whereas a tagline tends to have a longer shelf life.  It simply answers the question “What do you do?” or implies how the brand wants the customers to feel

Some of the most popular taglines are Nike’s “Just Do It,” McDonald’s “I’m Lovin’ It,” and Dunkin’s “America Runs on Dunkin’,” just to name a few. These are all successful taglines because they create a connection with the consumer.

Let’s take Dunkin’ for example.  Their tagline makes an instant emotional connection with hardworking Americans who believe they need to be fueled throughout their day.  This tagline is also included on or in almost all of their products and merchandise.

L’Oréal also does an impressive job of creating that emotional connection.  “Because You’re Worth It” creates an emotional response by making it about the target audience and not the company itself. 

Think about what the consumer feels and how you can make them feel appreciated.

Here are a few key suggestions when considering your brand’s tagline.

  1. Keep it short
  2. Make it memorable and easy to understand
  3. Make sure it flows with the name of the business
  4. Align it with your brand
  5. Showcase your brand’s key benefit(s)
  6. Encourage a positive reaction from your target audience.

And if crafting a tagline and subsequent marketing strategy is outside of your primary responsibilities or strengths, then it’s time to call in Mad Men Marketing!

As a full-service marketing agency offering a team of research strategists, creative experts, and social media aficionados, we’re ready and waiting to help you interact with your audience, not interrupt them.

So, are you ready to interact? If so, contact us today by calling 904-355-1766!

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