Adding a tagline to your corporate identity is a small but mighty way to communicate how you want people to identify with your brand. This short phrase might address what you do, how you do it, why you do it, or even convey a feeling or philosophy.
According to the Merriam Webster online dictionary, a tagline is: a reiterated phrase identified with an individual, group, or product: slogan. The definition of slogan is a:a war cry especially of a Scottish clan; b:a word or phrase used to express a characteristic position or stand or a goal to be achieved. Although the definition for tagline contains the word slogan, in the advertising industry there’s a difference. A slogan’s job is to highlight a certain aspect of a product or service for a specific campaign while a tagline is meant to be long lasting and in the best cases become synonymous with the brand name. (Think “Just do it”)
Your tagline should “just” do one of the following: clarify your company’s mission, highlight its personality, pique interest, or elicit an emotional response. Taglines may be an imperative, like ours—”Unleash the Power,” descriptive—”The Quicker Picker Upper”, superlative—”The Ultimate Driving Machine,” provocative—Got milk? or specific—Diamonds are Forever.
For Digital Dog Direct “Unleash the Power” is meant to communicate what we do for our customers every day. (in addition to letting the dog run free) We want to convey that our clients are unleashing our commitment to them when they work with us. We stand ready to unleash the power of our broad experience, knowledge of communications, and our efficient processes. What we hope our current and potential customers will internalize is that Digital Dog Direct is a powerful force they can leverage to achieve their goals.
Although taglines are seemingly customer-oriented, they can also play an important motivational role within the organization. When employees embrace the messaging, it creates a culture of dedication to making good on the taglines’ promise.
Our advice is to “Unleash the Power” of a tagline for your business whether you have one already that needs some internal promotion, or you will be starting the exciting process of creating one.