Does Your Company Use These 4 Brand Marketing Tools?
By Kristen Wall
What makes brands like Nike, Apple, and Disney so successful? The inclusion of four very significant brand marketing tools: a mission and vision statement, memorable taglines and slogans. Understanding the differences between these branding tools are essential to defining your company’s core goals and values. Confusing them can leave customers unclear about what your brand stands for and why they should want it.
A tagline is a short, powerful phrase that is consistently associated with your company name. It stays with your brand all the time, and it will only change when a company rebranding is underway . In many cases the tagline becomes so well known that it is instantly recognizable by consumers. Examples include Nike’s tagline: “Just Do It” or McDonald’s “I’m lovin’ it.” Both have become so ubiquitous that they are part of our culture.
According to branding expert and author Laura Ries, “Taglines can be cute, funny, flippant or irrelevant, but they generally have little to do with what makes a brand successful. Taglines are like the road sweepers at the end of a parade. They call attention to the fact that the commercial has come to an end. But they seldom position the brand.”
Slogans are slightly different, and should communicate your company’s “why.” This is when you tell your audience why they should pick your product or service, what you do, or why you do it.
Too often, people focus on the content of the message rather than on the memorability of the slogan. When effective slogans people to remember the phrase, which then sparks the brand behind it. Without memorability, a slogan is unlikely to accomplish much.
Ace Hardware’s slogan: “Ace is the place with the helpful hardware man” speaks to the company’s key brand attributes, is catchy and memorable.
This is what a company does. It is usually a paragraph and easy to remember. It defines company objectives using clear, concise language.
An example is Disneyland’s mission statement: “To be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”
This is what a company seeks to achieve or become in the future. Often times mission statements can be similar to other businesses that offer the same things, however vision statements should differ. It should inspire and motivate decision-making.
Take for example, Dove’s vision statement: “We believe beauty should be a source of confidence, and not anxiety. That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.”
How has your company or brand utilized these brand marketing tools?