The tagline or slogan and the claim are key elements to define a brand strategy and tactics, whether it is a big or a small brand.
Nowadays, slogans and brand images are starting to disappear due to the effects of current marketing strategies and the increasing importance of the Internet. In fact, if you try to remember a slogan of an online shop or platform, you probably will not be able to recall any of them easily.
What are the differences between a slogan and a claim?
– Slogan: It is a brand’s long-term strategic element. It is the personality and definition of the brand. Each brand has one and just one. There is one for each product too. The slogan may change but not very frequently. It usually appears with the brand’s name or logo.
– Claim: It is a short-term tactical element. It is used for specific campaigns. Brands may use more than one at the same time. They adapt to the context of the brand according to the moment. It may appear on its own, with the name or with the brand’s logo.
Slogans help you create a tone, a personality, a leitmotiv… They help to promote the brand and to unify the speech. They are sentences that we will repeat during our communication.
If a brand has a context, a product, an objective, a tone and a personality, then it can have a slogan and some claims. Slogans define brands in different ways:
- – By communicating its philosophy.
- – By showing its point of view.
- – By showing its benefits to the client.
- – By informing about their goal.
- – By giving keys about the brand’s personality.
Below you will find some examples of well-known slogans:
“Open happiness”, by COCA-COLA
Coca-Cola slogans have changed through the years. We all remember “The Coke side of life”. Time changes and some slogans become outdated. A brand´s challenge is to know when to make a move. Sharing and spreading happiness is the corporative philosophy of this brand.
“The ultimate drive machine”, by BMW
This slogan was recently substituted with “Sheer Driving Pleasure”. While the first slogan tells clients that they are using the best driving machine, this new slogan sends the message that only BMW cars offer a real and authentic driving pleasure.
“Just do it”, by NIKE
The agency Wieden+Kennedy created this slogan in 1988. Nike’s “Just Do It.” is enough to recognize the company even without the brand. It is one of the most powerful slogans. In fact, they almost never use it, probably because they do not need to.
“I’m loving it”, by McDONALDS
It was created by the German agency Heye & Partner and a member of the DDB Worldwide Communications Group, Inc. Justin Timberlake gave voice to this slogan in 2003 and it became a success since then. However, the increasing interest in healthy food has affected the company, provoking a sales decline of more than 3.3% in 2014. Maybe it is true that everything has an end.
“Because you’re worth it”, by L’OREAL
This slogan had a female target and a purely emotional approach. It does not mention how good their products are for your hair, skin, etc. It was created by the agency Maccan Eriksson in 1972 and according to the own brand “It was absolutely revolutionary. Women were not used to feel that they were worth it, their fight had just started. It marked a milestone in the advertising codes of the moment”.
Slogans are key, especially for small business:
Slogans can reinforce brand awareness of big and small brands. The problem is that small businesses do not tend to use them. However, slogans are useful for everyone: they create engagement, improve positioning and help the brand to differentiate itself from its competition.
Slogans can be applied to daily resources like banners or social networks. Do not miss the opportunity of having such a powerful element!