Stephen Houraghan here of BrandMasterAcademy.com and in this video you're
gonna learn the difference between taglines and slogans specifically the
white when and how to use these different strategic grounding tools
now although branding and marketing are two very different beasts they are used
interchangeably at times and the reason for this is that they share the same
overarching goal and that is to attract and nurture clients to ultimately grow a
business and grow the reputation of the brand but make no mistake about it
branding and marketing are two very very different beasts they each have their
own specific goals their own specific task and very specific tools that they
use to get the jobs done and the slogan and the tagline
are a perfect example of that so it is really important that you understand the
difference between branding and marketing and you understand the
specific tools used for each so you can go out and use them effectively so let's
start with the tagline have a look at the definition and the role the tagline
plays the definition of a tagline is the memorable formation of a concise set of
words which capture the unique value a brand offers its audience
so what your tagline is doing therefore on the role that it's playing is to help
your audience to understand what difference your brand makes in the
market place what value you bring to the table or what's the big idea that you
want associated with your brand essentially your tagline therefore is
helping your brand to solidify a position in the market place so how does
that differ from the slogan well let's take a look at the definition of the
slogan a slogan is a memorable and catchy phrase which captures the
overarching theme and value of a marketing campaign so the key difference
is in the association here the tagline supports the overall goals of the brand
while the slogan supports the overall goals of the marketing and specific
marketing campaigns and they could include branding messages product or
service messages as well so the job of the slogan is to communicate key
differences of the marketing campaign which could include anything from
features to benefits to a key difference of that specific campaign
or an overarching idea and essentially the slogan helps the audience to
remember what the key idea is of that specific campaign and this campaign
obviously supports the overall branding message so the fundamental difference
then between the tagline and the slogan is that the tagline supports the
branding activities whereas the slogan supports the marketing activities the
tagline is developed as a means to communicate the difference that the
brand is going to offer in the marketplace from a holistic brand point
of view whereas the slogan is developed as a means to communicate the difference
and the idea of specific marketing campaigns and that could be around the
overall branding message the product or the services that the brand offers
another key difference between the two is in the lifespan the tagline should
last multiple years because the underlying branding message shouldn't
change at all whereas the slogan can change with every single campaign
because different campaigns focus in on different points of difference and
different values so this allows the brand to test out different marketing
approaches to test out different messaging approaches to its audience and
often really really successful marketing campaigns and really really successful
slogans can be promoted to become taglines
and here are a couple of examples of that Avis Warren's slogan we try harder in
1962 Nike with a slogan just do it in 1985 Apple with their slogan think
different in 1997 and McDonald's with I'm lovin it in 2003 each one of these
iconic tag lines started off as a slogan and later was promoted to a tagline on
the back of the success of that campaign so this shows how brands use tag lines
to define their market position to own that market position but they then use
slogans to advance and evolve their brand they test the market with
different messages they test the market with different angles and successful
campaigns often result in the brand not just evolving their tagline but evolving
their overall brand position they go on to own much broader ideas on the back of
successful brands so the tagline and the slogan
are two very distinct tools used for very distinct tasks within branding and
marketing so let me know in the comments below where are you in your brown
building escapades do you need a tagline for your branding activities do you need
a slogan for your marketing activities do you understand now the fundamental
difference between the two as strategic tools and would you be able to go on and
explain that to somebody else be it a client or a colleague let me know in the
comments below if you like this video please give it a thumbs up hit the