How to come up with a catchy tagline: features of advertising phrases
Brand positioning is a painstaking job that involves a large number of details. And all of them should convey common values that are close to the target audience. To form the right perception of a brand or a particular product, it is important to think of an advertising tagline that will help make the company recognizable.
Perhaps, there is no person who would not remember a single advertising tagline. It could be a call to buy, heard in childhood, but it is firmly depicted in the head. Properly thought-out phrases from commercials are firmly associated with the brand or its product, even if you are not its target audience. The purpose of any company tagline is to be able to convey, in a few words, the benefits of a product and its benefits to the consumer, to encourage them to buy it. In this case, it is important not to confuse the concepts of the brand mission, the USP, and the tagline, in this case, the latter should contain both the philosophy and the idea that the business puts into its product.
Before coming up with a brand tagline, it is important to distinguish between different types of taglines in order to understand which one is ideal for your business and the characteristics of your target audience. Advertising phrases are divided depending on the semantic load, format, style, and other criteria. There are image and product taglines according to their meaning and purpose. Thanks to the former, they broadcast the mission and values of the company. In this case, the main place is taken not by the buyer, but by the brand. Taglines are always about success, and they serve to create a certain image of the business, to increase the level of trust between it and the target audience.
A product tagline is used to advertise a product, where consumers are already being told about its benefits and the benefits that the purchase will bring. The main purpose of such phrases is to call for the purchase of the product.
Depending on the verbal techniques, taglines are also divided into several types, one of which is assertive. It can introduce consumers to both the company and the product, the main thing here is the correct construction of phrases, based on assertions that do not cause doubts.
In order to establish a dialogue between the target audience and the brand, taglines in the form of questions are used. In this case, you can build a phrase based on identifying a problem and finding a solution for it. Appeal taglines work similarly, through which the company personally appeals to customers, making it clear that it understands their needs.
These are only a small part of the types of advertising phrases that can help make a brand memorable. When creating a tagline, it is important to consider the characteristics of your target audience and the image of the company as a whole.
