The Difference Between Slogans and Taglines
This last week I asked followers to match the tagline to the company. Which, of course, was a super easy task.
After our multiple-choice quiz, I then asked followers s if they think that taglines are essential, and 89% thought they were, while 11% disagreed.
I was one of those people who disagreed.
Before you start accusing me of hating timeless taglines like, “I’m lovin’ it,” let me explain myself. But before I can explain my unpopular opinion, let’s dive into the difference between a slogan and a tagline because one is more important than the other.
A tagline represents a brand. A slogan represents a product or ad campaign.
An example, “I’m lovin’ it” is a tagline for Mcdonald’s. While “They’re great!” is a slogan for a Kellogs’ product, Frosted Flakes.
Slogans are important because they help companies distinguish their products and services.
Kmart’s tagline is, “love where you live”, while their slogan for one of their ad campaigns was, “ship my pants”, which focused on a specific new service that Kmart was offering. I remember “ship my pants” more than I do “love where you live”, just saying.
Don’t get me wrong; I think taglines are great. Nothing beats having, “like a good neighbor State Farm is there” stuck in my head all day. But taglines aren’t something that every company needs to have. I can name taglines from companies like Mcdonalds and State Farm, but can you identify any local businesses’ taglines?
A tagline consistently from local businesses are things like “serving the Treasure Valley since 1978”.These taglines aren’t usually made for brand awareness but instead show off brand longevity and the business’s importance to a community.
I think that taglines are important when a company tries to sell its brand to a worldwide audience and not just a specific location or demographic. Big companies have large platforms, big budgets, and many resources that small businesses just don’t have. Taglines can come in handy when choosing a fast-food restaurant or differentiate between products at the grocery store. I am guilty, once in a while, of choosing brands because of their taglines. For example, Jimmy John’s over Subway because I did want a sandwich, “Freaky Fast.”
In 2021, especially for small businesses, social proof is a lot more critical than a tagline. How many Google reviews or likes you have on Facebook can attract or deter customers from visiting your business. People don’t care about your slogan or tagline if you have 10 Google ratings and a non-existent Facebook page.