The Tagline’s Role in Branding: A brand identity is the public face of an organization. A logo is the graphic representation of the company’s brand, often with a symbol or icon. Sometimes, a brand identity includes a short statement that positions the organization in the marketplace. This statement is the tagline.
The tagline’s job is simple: Convey in a few compelling words the most important benefit, advantage, or distinction a company offers – the essence of the brand.
It sounds easy, but creating a great branding tagline is a surprisingly difficult marketing challenge. For every “Ultimate Driving Machine,” there are a thousand failed taglines that are forgettable and generic.
Brand Tagline or Marketing Campaign Theme? It’s important to note that there’s a difference between a creative theme used in a marketing campaign and a tagline that’s part of a brand identity.
