La necesidad de tener un slogan (sobre todo si nos encontramos en una empresa pequeña)

March 3, 2016 Back to blog

“El tagline o slogan y el claim son elementos clave para definir la estrategia y la táctica de una marca tanto en marcas grandes como pequeñas”.

Hoy en día, debido a los efectos del marketing actual y el gran peso que ha adquirido internet, los slogan o imagen de marca están teniendo una tendencia a desaparecer. De hecho, si pensamos en slogans de tiendas o plataformas on-line, nos costará que se nos venga alguno a la cabeza rápidamente.

 

Comencemos por aclarar las diferencias este slogan y claim:

 

– Slogan: Es un elemento estratégico a largo plazo de la marca. Es la personalidad, lo que define a la marca. Cada marca tiene el suyo, sólo uno. También hay uno para cada producto. El slogan puede cambiar, pero no tan frecuentemente. Va acompañado del naming o logotipo de marca.

– Claim: Es un elemento táctico a corto plazo. Se utiliza para campañas concretas. Aquí puede haber más de uno, e incluso varios funcionando a la vez. Se adaptan al contexto de la marca en cada momento. Puede aparecer en solitario, con el naming o logo de la marca.

Los slogans nos ayudan a establecer un tono, personalidad, leitmotiv… Contribuyen a promocionarnos a nosotros mismos y hacen más fácil unificar el discurso. Son frases que repetiremos en nuestra comunicación.

Si una marca tiene un contexto, un producto, un objetivo, un tono, una personalidad entonces puede poseer un slogan. Y también puede tener varios claims. La forma que tiene el slogan de definir la marca, puede ser de diferentes maneras:

– Puede comunicar su filosofía.
– Hacernos ver su punto de vista.
– Enseñar su beneficio para el cliente.
– Informarnos sobre el objetivo que se persigue.
– Darnos claves sobre la personalidad de la marca.

 

A continuación, algunos ejemplos de slogan más reconocidos:

 

Coca-Cola: Destapa la felicidad
coca cola2

 

El slogan de Coca-Cola ha ido cambiando con el paso de los años. Seguro que todos recordamos ese “La chispa de la vida”. Los tiempos cambian, y algunos slogan se quedan anticuados. El reto de las marcas es saber cuándo han de mover ficha. Compartir la felicidad y sobre todo contagiarla es la filosofía de empresa de esta marca.

 BMW: ¿Te gusta conducir?Claim-BMW.-Moisés-Alonso-300x290

Este slogan ha sido recientemente sustituido por “Cuando conduzcas, conduce”. Son nuevos tiempos para este tagline que apela directamente a una condición que existe en los conductores y que marco a una generación entera. Con este slogan, se nos decía que si nos gustaba conducir, no tenía sentido hacerlo si uno de sus coches. Ese placer de conducir, no podía sentirse sin un BMW.

 

NIKE: Just do it.

just-do-it-2

Creado por la agencia Wieden+Kennedy en 1988. El Just Do It. de Nike le ha servido incluso para ni siquiera tener que mostrar la marca. Es uno de los slogans más potentes que existen. De hecho, la marca ya casi no lo utiliza. Seguramente porque no lo necesita.

 

McDonals: I’m lovin’ it

McDonalds

Fue creado por la agencia alemana Heye & Partner y un miembro de la DDB Worldwide Communications Group, Inc. En 2003 Justin Timberlake le puso voz, y el éxito que ha tenido a partir de entonces es de sobras conocido. Sin embargo, el alza de la comida saludable les ha perjudicado con un descenso de sus ventas en 2014 de más de un 3,3%. ¿Será cierto aquello de que todo tiene su fin?

 

L’OREAL: Porque tú lo vales

logotipo_lc2b4oreal_paris_porque_tu_lo_vales

 

Slogan dirigido a un target femenino con un enfoque puramente emocional. En ningún momento se está hablando de lo bien que funcionan los productos en tu pelo, piel, etc. Tiene más de 40 años, se creo en 1972 por la agencia Maccan Eriksson. Según la propia marca asegura, “fue algo absolutamente revolucionario. Las mujeres no estaban acostumbradas a sentir que ellas lo valían, estaban justamente empezando a luchar. Supuso claramente un antes y un después en los códigos de la publicidad del momento”.

El slogan es clave sobre todo para empresas pequeñas:

 

Un slogan tiene la capacidad de reforzar el brand awareness o reconocimiento de marca, y esto no sólo en las grandes marcas. Lo que ocurre es que las pequeñas empresas no suelen hacer uso de ellos. El slogan ayuda tanto a grandes como a pequeños a crear engagement, posicionarse y diferenciarse de la competencia.

El slogan puede aplicarse a recursos que usamos a diario como banners o redes sociales.

¡No desaprovechemos este recurso tan valioso!

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