Some would say it is merely an introduction to a brand, a tease to get your audience to find out more. And of course, a great line will indeed elicit a response from an audience by doing some of these important things:
- Clarifying what you do and how your brand is positioned
- Expressing one of your most important brand attributes
- Aiding recall of your brand with your audience
And that’s all very well, but in our opinion, perhaps because we’re as passionate about advertising as you are about your product, brilliant words can paint an enduring picture for your brand and should talk to your audience in their terms. In an ideal world, your ‘words’ will perfect reflect your brand personality, be memorable for your audience and be strongly associated with your brand over time. Sound too lofty an aspiration? Well who doesn’t remember:
Once you pop you can’t stop.
Finger lickin’ good.
Ahhh Bisto
Beanz meanz Heinz
You only get an ooh with Typhoo
Just do it
Because you’re worth it…
Need we go on?
At The Lane, we try terribly hard to get our clients to agree to some simple rules when it comes to messaging. We call them the Lane Line Laws:
- It’s gotta be as short and as simple as possible
- It’s gotta work hard – conveying a simple idea or benefit
- It’s gotta be specific if possible
- It shouldn’t work for your competitors
- It can’t be a lie (so it should be believable)
- It should support your proposition
- And it MUST be memorable
Oh and finally, you’ve gotta be prepared to stick with it.
And it’s not just about your tagline, that’s just your header row. Everything you write from and about your brand has to reflect your brand wheel. Anything that your audience reads from your brand should sound like you. You’d know if your friend sent you a letter and didn’t write it themselves, the same goes for your brand. Investing in copywriting and tone of voice guidelines is an essential element of your brand toolkit and is as crafted as your visual brand identity and brand guidelines.