Why do you need a Brand Strapline?
It’s a competitive world.
Whether you’re competing online, through networking, or on the local high street, it’s important to get noticed and understood immediately.
And how your brand looks (identity, style, image) and how your brand talks (tone of voice, vocabulary) could bring clients closer or turn them away.
It’s about affinity. Your target clients need to feel affinity with your brand, from the colours and visual style to your brand personality and values.
And with pressure on time, clients start to form emotional connections based on what they see, hear or read about your brand.
It’s here that brand straplines have a role to play. If you network and use a brand strapline to close your elevator speech, you’ll know immediately from the look on people’s faces, if it works for them. It could enlighten, baffle or simply make them smile.
Five reasons to use a brand strapline
- A brand strapline confirms your brand positioning. It helps to define who you serve. (And who your brand competes against).
- It has the potential to engage your prospects emotionally. Your brand strapline helps customers get a better sense of your brand personality. It sets the tone – whether it’s serious or tongue-in-cheek.
- Your brand strapline helps people remember your business more easily
- It communicates what your brand stands for – and what makes your business different.
- Overall, your brand strapline helps you make your mark – and get your brand recognised and remembered.If you don’t yet have a brand strapline, or want to change the one you have, here are some tips to help you get started.
How do I get started on my brand strapline?
There are three things you’ll want to have in place:
- Understand your target clients
- Observe your competitors
- Know your brand
1. Understand your target clients
Because, in a nutshell, your brand strapline needs to make sense to the people you serve. If it doesn’t make sense to them, you could damage your brand. Which you don’t want to do. Instead, your aim is to build your brand.
2. Observe your competitors
What do they say about themselves?
What’s their tone of voice?
Are they appealing to the emotions or are they more practical?
3. Know your brand
Your choice of brand strapline is a strategic decision. You’ll want to choose a brand strapline that will serve your business best. Take into consideration factors such as:
- Brand name
- The brand life cycle
- Market sector
- Target groups
- Your brand values, personality and essence
- Brand ambitions
Let’s take a look at five types of brand strapline to show this in action
- Call to action
- Simply the best
- Masters of the universe
A descriptive brand strapline helps customers understand your service, product or brand promise.
It can be particularly useful if your business has an abstract or evocative brand name. So the descriptive brand strapline could help to communicate what your business does.
A descriptive brand strapline works really well for small businesses or for new businesses. It’s great for getting your message across quickly, succinctly and clearly.
Here are some examples:
2. Call to action
Call to action brand straplines are emotionally engaging. They help customers imagine the pleasure of the process or the satisfaction of the end effect. These brand straplines feel involving and personal for clients.
Like descriptive straplines, this type of brand strapline works very well for small businesses.
Thought-provoking brand straplines are ideal for campaigns when you want your customers to rethink their opinions of your brand. Or when there is something new or different to talk about.
The examples below are from big brands, although smaller businesses could use this approach too.
4. Simply the best
These are brand straplines that make me smile.
They’re also powerful in their ability to engage us by using humour, fun or sheer joy of life.
And they’re clever too:
- Because it’s difficult for a competitor to compete in precisely the same area.
- It’s a bit difficult to disprove the claim.
Using this type of brand strapline helps your business appear to be the best in its class.
5. Masters of the universe
Use this type of strapline when your aim is to establish leadership in your category.
There are different ways to do this:
- ‘Own’ the generic benefit of the category – like Facilities Management specialists myfm. They’re a small business with a big brand promise, summed up in their strapline ‘Totally Dependable’.
- Assert technology leadership like Audi with ‘Vorsprung durch Technik’ – or like Specsavers, who do it with humour using ‘Should’ve gone to Specsavers’.
- Or ‘own’ the high ground, like Sky with ‘Believe in better’. It’s an abstract concept yet it sets them apart from competitors.
Checklist for creating your brand strapline
Do bear in mind it could take time and effort to create the best version of your strapline.
Great straplines are difficult to create.
So, go easy on yourself.
Big brands have great straplines because they invest time, energy, money and love (yes, they love those brands) in their brand strategy.
And they work with clever copywriters.
However, it doesn’t mean big brands have the monopoly on straplines that are apt, intriguing and engaging.
That’s the challenge for small business. You can create a great brand strapline too.
And one of the joys of straplines is, they could evolve and change over time.
Keeping this in mind, here’s seven points to consider:
- Keep it short
- Be different from competitors
- Aim to be unique to you
- Make it easy to say and remember
- Avoid negative connotations
- Try to evoke an emotional response
- Stay true to your brand essence
Once you’re happy with your brand strapline, consider protecting it by trademark. Here’s the link to discover more about how to register a trademark – for UK readers only.
Your brand strapline is a strategic decision.
It can evolve with your business and new products and services.
And it can be at the heart of your marketing campaigns.
Aim for your brand strapline to have meaning and relevance for your business and your customers.
Try to be different from your competitors’ brand straplines.
Make your brand strapline easy to say and remember.
Check that you can register and protect your new brand strapline.
Above all, have fun with creating it.
If you prefer to get specialist branding help, simply drop us a line here
We create brand names and brand straplines – either as part of a brand project or in tailored workshops.
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