Dove invites all women to realize their personal potential for beauty by engaging them with products that deliver superior care.” It’s short and to the point, but tells you succinctly what Dove does in today’s market and why. Their mission statement (called a ‘The Dove Real Beauty Pledge’) is as follows: “Beauty is for everyone. And it should use specific language to outline how and why you do what you do. It should be pretty straightforward and concise. It defines company objectives and how you go about fulfilling them. Your company’s mission statement outlines the actionable steps you are currently taking to fulfill your goals. “We Understand” doesn’t tell me anything meaningful about why I should choose FedEx for my shipping needs, but “When it absolutely, positively has to be there overnight” does. That’s what a good slogan should communicate. What makes FedEx, FedEx? They’re fast and reliable. It tells you the benefit of choosing FedEx. Take FedEx’s slogan for example, while they’ve had many taglines over the years (“Solutions that matter,” “We understand,” etc…), they’ve had one slogan that has stood the test of time, “When it absolutely, positively has to be there overnight.” It manages to be long, but memorable at the same time.
Nike’s slogan would actually be, “Inspiration and Innovation for Every Athlete in the World.” Slogans 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.
Because don’t we want to know who people (and brands) are before we do business with them? What is a slogan? In Under Armour’s case, that shows up as their tagline, “I Will.” Taglines are important because they position your brand in the industry and tell people who you are and what you stand for, rather than what you do. Are you an underdog like Under Armour? If so, your tagline should embody the perseverance, hard work, and tenacity that your brand stands for. Make sure your tagline represents your brand essence. They should be as recognizable and as easy to digest. Ries continues, “What’s missing in most taglines is motivation.” Taglines act as a verbal logo. You hear or see these phrases, and you instantly associate the brand they belong with. These taglines don’t tell you why you should use Nike or Apple products. But they seldom position the brand.” That’s true of Nike’s “Just Do It” or Apple’s “Think Different.”
They call attention to the fact that the commercial has come to an end. Taglines are like the road sweepers at the end of a parade. What is a tagline?Īccording 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. So what’s the difference between these four brand definitions and why does it even matter? Well, you’ll find a lot of different answers to both of these questions online, but here’s our take (aligned closely with the David Aaker school of thought). What about Disney? Would you call their goal “To make people happy” their mission? It’s actually their vision statement. Those famous three words are actually their tagline. Would you call Nike’s “Just Do It” their slogan? A lot of people would, but they’d be wrong.
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