The campaign theme or tag line should go along with the logo, either below it or just above it. The tag identifies a business as “the place for. . .” whether that is a place to bargain hunt or to find exotic treasures or to find friendly service with a smile.
The promise that a business is making to the public needs to be associated with the name of that business, so that eventually the name and promise are inextricably intertwined in the public mind. The question to be answered is “What does the typical customer get out of coming to this business?” This promise is the basis of the advertising campaign – the central theme around which it is organized, and, like the logo, doesn’t change.
Finding the Right Tag Line or Promise
Look beyond the tangible. Yes, they may get quality goods at a reasonable price – but everyone tries to promise that. Do they come in because of the atmosphere? Because there are goods and services that can’t be found elsewhere? Because they can feel good about being able to do business in a place that has a luxury image, or, conversely, one where they can feel as though they can find real bargains?
Look at competitors ads. Make a list of the promises they are making. What are they not claiming in their tag line? Is there some promise that will help make the business appear different from and better than the competition? Perhaps the way to set the business apart from the competition is to make two promises – one that the competition claims plus one more that they are not claiming.
But remember always to think not about what the business has, but about what the customer will get by doing business there.
The customer always wants to know what is in it for them rather than being impressed by a laundry list of things the business has. In fact, this can sometimes be construed as bragging. However, if one benefit is that you have a Paris trained chef, what does that mean for the customer? The guarantee of a sophisticated and elegant meal. If there is a certified mechanic on the premises the customer gets peace of mind knowing the repairs will be done right. If the store has a huge selection the customer gets one stop shopping; conversely if it is a small boutique the customer gets a sense of exclusivity.
People really only care what they will get – so think in those terms before settling on a tag line – or even ad copy. That promise is the basis of a good slogan or tag line. Just try to keep it short and memorable.
Of course, use common sense about where the tag line should go. The tag may not fit on the sign – although it could fit on the store window. It belongs on business cards, business stationery and sales slips, all print ads, right below the logo on a web page, on the company vehicle, etc.
Logos, Tags and Target Audiences
The look of the logo and the words of the tag line are conveying a message to the public about not only what the business does but what its image and price range are. So consider the target audience carefully before choosing.
For them, is the business perceived as a necessity? A luxury? Are they typically middle income people looking to spend wisely but who can afford a few luxuries? Or are they bargain hunters (even people with very high incomes can often fall into this class.)
Is the business attracting the target audience it should, or could it expand its customer base with an image tweak? Talk to present customers and try to get a sense of their perceptions. Then start looking at type faces and choose one that speaks for the business image that best works for the desired target audience. These two elements – logo and tag line – will form the basis of an advertising format, which will help all the ads to have a consistent, professional look.