A great strapline can become as recognisable as the brand identity itself. Although not all businesses require a strapline, in some instances it can be a really impactful identifyier for the company, product or service.
A strapline is a concise way of saying what you do, or a phrase which can become synonymous with your business. It should not be a sales message and should always be creative in its execution. Here are some tips to help you on your way:
Think of 10 words or phrases that best describe your business or product e.g. quality, nimble, cost effectiveness, knowledgeable, innovative. These words are then used to measure all of your brand messages and the value of your strapline moving forward
Much like a full branding exercise, it is vital to analyse and finalise your key benefits and be confident in them. Do you offer good customer service? Are you competitive on price? Are you global? Having a really good idea about the benefits of using your product or service is the foundation of delivering a consistent brand message
From the values and benefits you have agreed upon, does any one area stand out? Are you able to match up one value with one benefit to create a phrase? The idea is to extract one ‘thread’ and focus on that area.
A strapline should be short and snappy. Between 3 and 7 words is the ideal; enough to convey the message but not so much that it becomes too descriptive. It needs to be simple so that your audience can identify with its meaning and understand the message you are trying to convey.
The worst mistake companies make is over promising on what they cannot deliver. If you can’t prove you have the best people in the business, don’t say it; if you’re not the cheapest, focus on the quality. Stella Artois famously coined “Reassuringly expensive” to highlight that it’s not always about price. Avoid ‘the best’, ‘world leading’ etc as it’s pretty impossible to quality.
Give it a go. Of course if you need a helping hand, feel free to contact one of our brand planners at NBV and we’d be happy to help
See if you can identify these famous straplines. All of them follow the rules above and have proven hugely successful and highly memorable. Have fun!