As a branding agency, we often get asked about slogans and taglines by new clients.
They know they need a logo, but should they also tack on a slogan? What about a tagline? Maybe both?
The truth is few outside of the branding world know the difference between a tagline and a slogan, and to be honest, they probably should!
While one can add value to your branding suite, the other serves more of an entertainment purpose and is funny, silly or a little bit flippant.
So which is which? And which should your brand be using? Let’s dive in.
Taglines are the flippant short phrases you hear at the end of commercials, radio ads and other promotions.
A good example? “We’ll leave the light on for you.”
That’s Motel 6’s tagline, and let’s think about that for a moment: What does it really tell you?
Nothing actually. It doesn’t speak to Motel 6’s value proposition, nor does it even explain what Motel 6 offers. There’s nothing about comfort, affordability, number of locations or anything remotely helpful to a potential customer.
It’s simply meant to be a memorable little phrase that people can recall later on.
But does it do anything for their business? Not really. Sure, it may stick out in someone’s mind, but is “We’ll leave the light on for you” ever going to be what makes a customer choose Motel 6 over the Ramada? Definitely not.
Sadly, most people lean toward using taglines over slogans, simply because they’re usually a bit shorter, more fun and easier to integrate with a logo. But in reality, it’s slogans that hold the most power.
Slogans are more strategic. Instead of simply entertaining you or being memorable, they tell you something – they speak to the brand’s overall value to the consumer.
Let’s take that Motel 6 example. Instead of “We’ll leave the light on for you,” a good slogan would be something like “The lowest nightly rates in the U.S.” or “Over 1,000 locations nationwide.” Both of these give consumers information they need to make their buying decision.
Is Motel 6 affordable? Slogan No. 1 tells you yes! Will you be able to find a Motel 6 on your next trip? Slogan No. 2 says most likely!
A good slogan gives you a reason to buy from a brand, and it tells you why one brand stands out against another.
When it comes to selling, slogans are going to help your case and should play a big role in your marketing and advertising campaigns. Taglines, on the other hand? You may as well not waste the time.
Need a Good Slogan?
Want a killer slogan for your aviation or aerospace brand? Let our branding agency help. We’ll craft a slogan that powers your marketing efforts, drives sales and brings in new buyers. Contact Haley Aerospace today to schedule a consult.