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To Tagline Or Not To Tagline? That Is The Question…

To Tagline Or Not To Tagline? That Is The Question…

Should I use my tagline in my header?
What should my tagline say?
OMG! I don’t have a tagline in my logo.

Any of these lines sound familiar?

And if they do, I have some answers for you today.

Taglines are used for IMAGE campaigns.
Taglines are your Brand IDENTITY.
Taglines are NOT added to your logo.
A Tagline is the BASE for ALL your communication (in addition to your Brand Promise and Values & Beliefs).

Let me explain this visually.

We all know THESE top brands.
Red Bull – Giving you wings to fly (‚cause base jumping off a friggin highest tallest building is not everybody’s daily thing to do – life WTF?!)
Nike – Just Do It
Apple – Think Differently (although at the moment…I dunno)
Nespresso – What else?
Audi – Vorsprung Technik
Coca-Cola – That’s life

Each brand is KNOWN for their TAGLINE.
Not because they ADD it to their LOGO (nope – you’ll see Registered Trademark signs happening here). But because it’s in the SOUL essence of their ADVERTISING (not BRANDING).
And almost ALWAYS in their IMAGE Advertising.

IMAGE ADVERTISING? What’s this?
These are all those big billboard ads, Sunset Boulevard, Car/Busses, high gloss magazine ads that you see everywhere in the 80’s and 90’s…

Ad agencies LOVE doing Image Ads because it’s based on a THREE-POINT system (and really puts creativity and strategy to the test and sets the amateurs from the experts apart):
Visual +
Headline +
Logo +
= One-helluva-statement
(Check out fashion labels eg Tommy Hilfiger or check out perfume labels like Jennifer Lopez or Christina Aguilera)

The TAGLINE is NOT spread all over their WEBSITE.
Nor is it in their social media posts as part of their LOGO.

A Tagline is a powerful statement – your Brand IDENTITY.

And it’s PART of everything you communicate with your BRAND MESSAGE.

Now to bring things a notch down to a not-so-famous-Brand (yet)…Here’s BrandSashka’s TAGLINE (Brand Identity):
We Brand Your Soul.

My visuals are thought-provoking-creative and make a statement without necessarily writing an essay about it in my posts/advertising.

Which is why, when you head on over to the landing page of my website, the FIRST image you SEE isn’t my TAGLINE: Show me your soul and I’ll create your brand. But the ESSENCE of the tagline.

So what are YOUR next steps for YOUR Tagline today?
>> KNOW your Brand IDENTITY.
>> Ensure your Brand Identity (Tagline) is FELT through your visuals, copy and BRAND-ING. How? Check out examples of top brands: Red Bull: Giving you wings to fly
Visuals are bold and risky and adventurous
Headlines are pushing your fears to the limit and encouraging you to get some balls and FLY
Logo – so that you don’t mistake any other imitation for the real stuff
And lastly,
>> Your Tagline does NOT need to be added to your Website headline OR your logo. Your Tagline makes a BOLD statement.

And this is applicable to BOTH Product or Service-based businesses. ESPECIALLY when you’re creating IMAGE campaigns.

So out of interest – WHAT’S YOUR TAGLINE?

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Sashka Hanna-Rappl

Founder and CEO at BrandSashka e.U.
Sashka Hanna-Rappl is a branding-marketing strategist, entertainer, author and speaker, serving visionary underdog leaders in the lifestyle market, who want to go from no name to brand leadership without selling their soul but leading with it.

Her signature approach is to Brand Your Soul® using Soul Brand Marketing®. Her methods are creative, wise, humorous and imaginative, to help lifestyle entrepreneurs ‘come-out-of-the-closet’ with a brand that is tailored to the entrepreneur rather than the product and/or service.
Sashka is the author of Soul’d Out: Your Guide to Finding Your Life Purpose, which also includes a 50-page workbook, written for people who want to find their life purpose and apply it to their vocation.

Physically trained as an actress, dancer, singer, consumer behaviorist, marketer and advertiser, she’s empowered hundreds of clients, students, children and event attendees, to see that their life purpose is what steers their brand and gives it soul and the brand leadership entrepreneurs desire.

She’s been featured on Natural Born Coaches, Trafeze, Steven Aitchison, various virtual on-and offline summits and more.

Born and raised in South Africa, residing in London (UK), she now lives in the Tyrolean Alps with her one husband, three children. She is a slave to one cat and is shadowed by one dog.
Contact Sashka here.
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8 Comments

  • Sarah Arrow

    Reply November 10, 2016 8:25 pm

    Love these examples Sashka 🙂
    Follow The Arrows! (That’s my tagline btw) and it’s barely anywhere on my website but it is on various other places and is a verbal cue for when we livestream :). And if I pop it somewhere prominent on my site, I lose important SEO juice hehehehe

  • Jean-Christophe Lavocat

    Reply December 7, 2016 6:03 pm

    Hi Sashka,

    I feel so bad .. I spent tons and tons of time working on my tagline(s) and since I’m not really using them anywhere, I forgot about it. I have some kind of UVPs, but taglines, since they don’t appear in my logos, I am was not using them often enough.

    I also like the “Mantra” idea from Guy Kawasaki (in his “The Art of Start” book).

  • Elina

    Reply February 9, 2017 12:13 pm

    I’ve used “Drawing Mira(cles)” as my tagline. It has layers.. Drawing Mira means that I doodle my inner child character called Mira and Drawing miracles means that I draw miracles which are according to A Course in Miracles shifts in perception. So that means that my doodles and coloring exercises and courses offer shifts in perception for the ones experiencing them. I’ve it under my artist name elinap on my website, but I guess I haven’t used or explained it anywhere other.. 😀

  • Fiona Clark

    Reply September 5, 2017 7:45 am

    HI Sashka, my tagline is ‘courage to be yourself’. love this article and info but still a little confused as to where i use it. I dont have it on everything but it is on my header with logo! It is a great article and totally get the point looking at the visuals too.

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