Branding often means to create an awareness of your business’s unique value and personality.
Here are a few of the most common mistakes marketers make:
1. Not doing detailed research. A logo and tagline are only an extension of your brand. Before you develop any creative, make sure you have done your homework on what the current perception of your brand is, from the perspective of both customers and employees. Then determine what your target audience is and what types of things they react well to. You must also research where you fit into the overall landscape of competitors so that you fill a void and have a strong offering that sets you apart from others. Do you have the lowest or highest price or best customer service with awards to back it up? Having this information can help you determine what your real value is and positioning should be.
2. Lack of Focus. Companies often change their identity when the wind blows and make haphazard logo, tagline and copy changes that don’t keep a consistent message. The big brands tend to reinforce the same message for long periods of time and below are a few examples in the form of taglines.
Famous Taglines
Think different - Apple Computer
Think outside the box - Apple Computer
The ultimate driving machine - BMW
Calgon, take me away - Calgon Toiletries
Please don’t squeeze the Charmin - Charmin
Like a rock - Chevy Trucks
Have a coke and smile - Coca-Cola
A diamond is forever - DeBeers
Nothing sucks like an Electrolux - Electrolux
When it absolutely, positively has to be there overnight - FedEx
It’s not just for breakfast anymore - Florida Orange Juice
We bring good things to life - General Electric
Nothing runs like a Deere - John Deere
Every kiss begins with Kay - Kay Jewelers
Finger-lickin’ good! - Kentucky Fried Chicken
When banks compete, you win - LendingTree
Good to the last drop - Maxwell House
Just do it - Nike
Pepperidge Farm remembers - Pepperidge Farm
You are now free to move about the country - Southwest Airlines
You quiero Taco Bell - Taco Bell
Silly rabbit, trix are for kids - Trix Cereal
The few, the proud, the Marines - U.S. Marines
We’re looking for a few good men - U.S. Marines
It’s not a job. It’s an adventure - U.S. Navy
The toughest job you’ll ever love - U.S. Peace Corps
Can you hear me now?…Good! - Verizon Wireless
Think small - Volkswagen
Drivers wanted - Volkswagen
Fahrvergnugen - Volkswagen
3. Trying to appeal to everyone. Focusing on a niche market for your product can often be more profitable than trying to please everyone. You are better off having a strong defining factor that resonates with a certain type of people. Then you can truly get to know that market segment, make a product that is really refined for their needs and create marketing campaigns that consistently work well for this particular group. The more you understand you audience the more you can do to connect deeply with them and create a lasting relationship built on truth rather than brief flings with the masses that eventually lose interest.
What are your favorite taglines and why?
Branding often means to create an awareness of your business’s unique value and personality.
Here are a few of the most common mistakes marketers make:
- Not doing detailed research. A logo and tagline are only an extension of your brand. Before you develop any creative, make sure you have done your homework on what the current perception of your brand is, from the perspective of both customers and employees. Then determine what your target audience is and what types of things they react well to. You must also research where you fit into the overall landscape of competitors so that you fill a void and have a strong offering that sets you apart from others. Do you have the lowest or highest price or best customer service with awards to back it up? Having this information can help you determine what your real value is and positioning should be.
- Lack of Focus. Companies often change their identity when the wind blows and make haphazard logo, tagline and copy changes that don’t keep a consistent message. The big brands tend to reinforce the same message for long periods of time and below are a few examples in the form of taglines:
Think different. Apple Computer
Think outside the box. Apple Computer
The ultimate driving machine. BMW
Calgon, take me away. Calgon Toiletries
Please don’t squeeze the Charmin. Charmin
Like a rock. Chevy Trucks
Have a coke and smile. Coca-Cola
A diamond is forever. DeBeers
Nothing sucks like an Electrolux. Electrolux
When it absolutely, positively has to be there overnight. FedEx
It’s not just for breakfast anymore. Florida Orange Juice
We bring good things to life. General Electric
Nothing runs like a Deere. John Deere
Every kiss begins with Kay. Kay Jewelers
Finger-lickin’ good! Kentucky Fried Chicken
When banks compete, you win. LendingTree
Good to the last drop. Maxwell House
Just do it. Nike
Pepperidge Farm remembers. Pepperidge Farm
You are now free to move about the country. Southwest Airlines
You quiero Taco Bell. Taco Bell
Silly rabbit, trix are for kids. Trix Cereal
The few, the proud, the Marines. U.S. Marines
We’re looking for a few good men. U.S. Marines
It’s not a job. It’s an adventure. U.S. Navy
The toughest job you’ll ever love. U.S. Peace Corps
Can you hear me now?…Good! Verizon Wireless
Think small. Volkswagen
Drivers wanted. Volkswagen
Fahrvergnugen Volkswagen
- Trying to appeal to everyone. Focusing on a niche market for your product can often be more profitable than trying to please everyone. You are better off having a strong defining factor that resonates with a certain type of people. Then you can truly get to know that market segment, make a product that is really refined for their needs and create marketing campaigns that consistently work well for this particular group. The more you understand you audience the more you can do to connect deeply with them and create a lasting relationship built on truth rather than brief flings with the masses that eventually lose interest.
