The best way to differentiate your business from the pack is to be crystal clear about your marketing message. But what does that mean? Do you need a tagline? Do you need a brand promise? And what is the difference between a tagline and a brand promise?
Let’s get this cleared up…
The Difference Between a Tagline
and a Brand Promise
A tagline is a short and catchy phrase or group of words that summarize the overall benefits of your services or products. Emotion is a big part of a tagline. It tells your audience how they will feel if they do business with your company.
Here are three taglines that you are probably familiar with:
The Ultimate Driving Experience – BMW
Think Different – Apple
The Quicker Picker Upper – Bounty
Notice how each tagline expresses a positive emotion. BMW’s tagline conveys superb quality. Apple’s tagline conveys rugged individualism. And Bounty says their towels will save you time. Short and catchy, right?
On the other hand, a brand promise is different…
THE DEFINITION OF A BRAND PROMISE:
A brand promise goes deeper than a tagline. It’s the statement of your company’s unique value and the wonderful benefits of doing business with you. It tells your ideal client or customer why your business is a perfect choice and that you pledge to deliver what you promise.
Here are some examples:
15 minutes or less can save you 15% or more on car insurance. – Geico
To bring inspiration and innovation to every athlete in the world. – Nike
When it absolutely, positively has to be there overnight. – FedEx
Does your business need a tagline and a brand promise?
In my opinion, creating a tagline is way harder than creating a brand promise. A tagline will be associated with your brand into perpetuity, and takes time and research to get it right. If you have a large advertising budget, it’s worth it to hire a pro to help.
Every brand must have a brand promise. Without a brand promise, you’re asking your audience to figure out if you provide what they’re looking for. That requires work. Work requires energy; energy your prospects may not feel like investing at the moment.
TAGLINE VS. BRAND PROMISE: THE BOTTOM LINE:
If you haven’t done it yet, spend some time developing a compelling brand promise for your brand. Need some advice? Reach out to me at firstname.lastname@example.org
Thanks for reading!
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