The Importance of a Logo and Tagline – part 2

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Correct Answers to our Tagline Quiz in the last post. 1. C, ; 2. A; 3 B; 4. B; 5. A; 6. C; 7. B; 8. A; 9. A; 10. B

Five hundred consumers were asked to see if they could correctly match a slogan with the right brand.

Here are the results:

COMPANY

Tag Line

%Correct

ALLSTATE

You’re in good hands

87%

STATE FARM

Like a good neighbor

70%

WAL-MART

Always low price. Always.

67%

GE

Imagination At Work.

5%

SPRITE

Obey your thirst

35%

TACO BELL

Think outside the bun

34%

MCDONALD’S

I’m Lovin It

33%

CAPITAL ONE

What’s in your wallet?

27%

GATORADE

Is it in you?

19%

CHEVROLET

An American Revolution

17%

J.C. PENNEY

It’s all inside

15%

NISSAN

Shift

12%

TOYOTA

Get the feeling

11%

BUDWEISER

True

10%

HARDEE’S

Where the food’s the star

6%

SIERRA MIST

Yeah, it’s kinda like that

6%

COCA-COLA

Real

5%

DR. PEPPER

Be you

5%

GE

Imagination at work

5%

HEINEKEN

It’s all about the beer

4%

MICHELOB ULTRA

Lose the carbs. Not the taste.

4%

SEARS

Good life. Great price.

4%

CHRYSLER

Inspiration comes standard

3%

CORONA

Miles away from ordinary

3%

ARBY’S

What are you eating today?

2%

MILLER

Good call

1%

BUICK

The spirit of American style

1%

KMART

Right here, right now.

1%

STAPLES

That was easy

0%*

WENDY’S

It’s better here

0%*

Do your customers relate your tagline and logo with your company brand? If not, it is time to make a change. Here are five simple steps to take when building a tagline for your business.

#1 Clear and Simple
1,000 Songs In Your Pocket vs. Imagination at Work

You may not know what company the first tagline is representing, but it is clear and simple what you are getting from the product – 1,000 songs in your pocket.  You don’t know how the product works, but it doesn’t matter. At a glance, you are going to get a lot of music in a small package. This is effective.

Imagination at Work. This tagline could be representing a theme park or an architectural firm. If your initial reaction to a tagline is fuzzy because you are unable to see how that business can help you or your business, then you do nothing and move on. Your target audience does not have the time or interest to figure out what your company offers.

#2 Mission
Start with writing down your mission statement. Make sure your mission statement clearly defines your purpose.  Pick the focus of your business and stay with it.

#3 Promise
Think of your business promise to your customers. Write down those promises and use words that represent the passion you feel for your company.  After that, ask yourself ‘so what?’ and then write more.

#4 Benefits
If you didn’t make a list of company benefits under #3 then make that list now. Write down the key differentiators from your competition.

#5 Brand
This is where your logo comes into play. Picture the colors and or symbols you want to use. What do those colors or symbols mean? Are you using blues to represent loyalty and wisdom? Or are you using reds to show passion, energy and determination? These elements play a key role in your tagline and overall brand image.

Pick an adjective that encompasses your business image, take the summary of your promise and benefits and tack that to your mission.

If that turns out to be a 10 or more word sentence, keep narrowing it down until you reach 5-7 words. In the end you will have built an effective tagline for your business.

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