The words slogan and tagline have been used interchangeably to mean the same thing. But these two words are very different from each other and serve different purposes for a brand.
Perhaps, like me, before I understood the key differences between the 2 words, you struggled to know whether the catchphrase adopted for people to remember in branding and marketing is a slogan or a tagline. Today, we will delve deep into these two words and have a closer look to establish the similarity and differences of the same.
So, what is a tagline?
This consists of a set of words that behold the unique value/proposition a brand offers its audience. The job of a tagline is to help the target audience associate the brand name with an idea. The tagline allows the audience to first remember, then associate the brand with the value the brand offers in the market. Above everything, a tagline plays a key role in solidifying the brand’s position.
On the other hand, a slogan is a memorable and catchy phrase, which captures the theme of a marketing campaign. While the tagline represents only the brand, a slogan may be used to represent the brand’s products or services. A slogan’s role is to help the audience to remember key ideas which marketing campaigns focus on.
The key ideas of a campaign may be in relation to features, benefits, emotions, differences or broader ideas and a slogan helps the audience to relate, connect and remember them.
On another note, slogans are more flexible than taglines because while taglines remain constant, slogans change from one campaign to the next.
While creating a slogan, you have to ensure it’s short and concise. It should be long enough to convey a full concept and short enough to be remembered.
In conclusion, it’s important to remember the tagline focuses on the activities of the branding strategy and is a constant message of why the brand should be remembered and is strategically developed at the positioning strategy level.
Slogans focus on the activities of marketing. It Can communicate a variation of approaches to the brand itself or the product or the service being marketed. Note that, while a brand will only ever have one tagline at any given time, it may have multiple slogans representing different campaigns, products or services.
#marketing #brand #tagline #slogan
REFERENCES
Brand Master Academy,(2020). Tagline vs Slogan( What’s the difference in Strategy).
