Creative Themes and Taglines

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.

About Brand Management

Brand Marketing is a consultancy that specializes in the creation, building and management of brands. We are experienced in everything from brand positioning, brand strategy, and customer journey mapping to naming, brand architecture and internal learning and development.