Brand Tagline Vs. Slogan: Everything You Need to Know

At the core of branding campaigns for every business is the creation of a catchy, appealing tagline and a slogan that communicates the voice and values of the brand. However, the difference between the two may sometimes be unclear if someone is new to the marketing landscape. But distinguishing tagline vs slogan is crucial for your campaigns to be effective so that your brand can target the right customers. Let us explore the concepts behind taglines and slogans and establish some key differences between the two.

Defining and distinguishing taglines vs slogans

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Brands use taglines and slogans to communicate with customers about their core values and create a memorable impression. Understanding how to form a distinguished tagline and slogan can help you to promote your business more effectively. So let us define the two, find out their importance in branding campaigns and establish the distinctions between them.

What is a Tagline?

A tagline is basically a very short description of how the brand directs the way it wants to be perceived by its audience. In very simple words, a tagline is what gives off the unique “vibes” of the brand. It is a short and crisp phrase that is meant to create a lasting impression of the brand’s unique selling point for its customers. Creating a tagline is a very important aspect of building the brand’s persona.  

Taglines tell customers about the brand’s core values and give the brand a unique identity, which makes customers relate to it and support it.

What is a Slogan?

A slogan is a statement that often accompanies brands to advertise and promote their products and services. The statement shares the reason and purpose behind the brand’s existence, explaining why customers should choose the brand over its rivals. It also shares the brand’s overall mission in creating the products or offering the services that they bring to the market. Brands use slogans roughly to tell customers what they should associate the brand’s purpose with. A blend of description and persuasion is found in slogans. Approximately 50% of consumers rely on a slogan to understand a company’s purpose, and 47% say a slogan impacts their purchasing decisions, according to Adweek.

Now that we know how to define a tagline and slogan, let us establish some key differences between the two. Here are some of the differentiating factors that set the two apart –

• Purpose: A slogan is written to impart the mission of the company. On the other hand, a tagline usually brings to mind an image of the brand, or its core aesthetic. A slogan is composed with an advertising approach, while a tagline is more of a public relations strategy. In short, taglines create an overall awareness of the brand, while slogans are used to convince customers to buy from it. Unlike a slogan, a tagline does not indulge in describing the scope of work and goal of the brand, for that is not required for communicating the brand’s image. Taglines usually narrow in on a unique, signature aspect of the company.
• Word count: A technical difference between taglines and slogans lies in the word count with which the two are composed. A slogan is usually longer than a tagline, because what it aims to describe (the goals and purpose behind the brand) is broader. Taglines typically have a word count of seven words or even fewer, while a slogan is made up of nine to ten words. 
• Duration implemented: Slogans are usually used only for one product or campaign run by the brand. On the other hand, taglines are permanent and are rarely changed as they represent the overall image of the brand. Companies often change their slogans when they want to focus on a new theme or idea.
• Development stages: Companies create taglines in the early stages of brand strategizing or when they are planning a rebranding. Slogans, on the other hand, evolve with particular marketing campaigns when companies try to focus on different aspects of a product.

Tagline and Slogan Example

Now that we have distinguished taglines and slogans, let us explore a few examples of the two –

Examples of taglines:

1. For an organic skincare brand – Glow naturally 
2. For a sustainable apparel brand – Clothes that care

Examples of slogans:

1. For a chocolate brand: Decadence at every bite
2. For a jewellery brand: Precious stones for precious days

Conclusion

Differentiating between taglines and slogans is crucial for any branding agency aiming to create effective marketing campaigns. While taglines communicate the overall image and aesthetic of a brand, slogans convey its mission and purpose in coming into the market. Using both strategically is important for long-term success.

FAQs

Question : Why is it important to differentiate between taglines and slogans?

Answer: Differentiating taglines and slogans is important because one builds brand identity while the other supports specific campaigns. Knowing the difference helps brands to use each effectively.

Question: Can a brand have both tagline and slogan?

Answer:Yes, a brand can have both a tagline and a slogan. While a tagline is rarely changed as it represents the brand, different slogans can be created for individual campaigns.

Question: How do I know if my brand needs a new slogan or tagline?

Answer: When your brand changes its identity, you may decide on a new tagline. When new products are launched, you may use different slogans to promote them.