38 Brand Identity: Tagline
Andrea Niosi
A tagline is usually a short phrase that accompanies a brand’s logo or wordmark that sums up or reinforces the intended tone of a brand. It is used as a shorthand way of conveying the most important aspects of a brand to a consumer quickly and effectively. The most compelling taglines are short, to the point, and easy to remember.
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An aspect of No Hunger BC’s mission is to provide spaces for communities to start growing their own food. They recognize that this step alone won’t drastically reduce the amount of people struggling to put food on the table, but they believe creating these spaces will be valuable for communities to start learning how to grow this food (specifically getting young people interested in gardening), and the food harvested will go towards families who often struggle to put fresh produce on the table.
From that mission, the tagline Feed the Future was developed. It is shown below locked up with the logo:
- “No Hunger BC” all capitalized, orange in colour and on the bottom of the logo it has “feed the future” as the tagline.
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A brand name and tagline are among the most critical aspects of any marketing mix. They can go a long way to making up for a small budget, and they will work long-term once you’ve found the right one. An effective tagline tells your target audience who you are and what you do in the most succinct and clear manner possible. It helps to derive your tagline from your USP(s) (Unique Selling Proposition). The USP offers a good starting off point because you’ve already established what your brand or company uniquely does and will, therefore, help find a suitable tagline. It’s important to make the distinction between a tagline and a slogan, The difference being that a tagline will often be a critical part of your companies brand for a greater length of time while a slogan is used more often for shorter running advertising campaigns or initiatives.
A tagline is often one of the first impressions a consumer may have with a brand so it’s important that it is well written, convincing, and sincere.
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Attributions:
This page contains material taken from:
Goodman, M. A. (2013, November 21). Build a Slogan That You Can Be Proud Of & Have Your Customers March To. Franchise-Info. https://www.franchise-info.ca/monetizing/2013/11/a-brand-name-and-tagline.html#.Xt_2Ap5Kg1J
Hideaheart. (2012, April 2). Tagline, sound bite and slogan. HideaHeart’s Blog. https://hideaheart.wordpress.com/2012/04/02/tagline-sound-bite-and-slogan/
