Brand Taglines that Work
Thinking about giving your destination’s tagline a reboot? In today’s media-saturated world, where the average attention span is just eight seconds (that’s shorter than the average attention span of a goldfish), a brand tagline or slogan that simplifies the decision process for the consumer and creates an expectation about the benefits of your destination will be invaluable. An inspired, consistent, memorable tagline can help establish your destination’s verbal identity in just a few short words. Sounds easy, right? Wrong! Keep these tips in mind to get the most out of your tagline:
The cliché taglines “Visit ______” or “Discover ______” are stale and provide the consumer with no inspiration or information about the destination. A tagline should convey the destination’s benefits succinctly and evoke the essence of the place. That is, the same tagline could not be describing anywhere else. This can mean a tagline that paints a picture of the destination, based around a unique recognizable icon (as in “Egypt, Where it all begins”) or unique geographical position (as in “Innsbruck, the Capital of the Alps”). It can also mean a tagline that paints a picture of what the consumer will experience when at the destination (as in “Canada, Keep Exploring).
A tagline should not be trendy or seasonal. A tagline that is consistent over the longer-term will be both cost-efficient and more likely to stick in the minds of consumers. An unchanging tagline gives assurance to local tourism businesses that may develop sub-brands compatible with the destination’s brand/tagline. A consistent tagline is also more likely to stick in the mind of the consumer.
A successful tagline will be kept in the consumer’s working memory, coming to mind each time they think of or hear of that destination. Consider using memorability tools such as rhyme, repetition, and alliteration to create a memorable and catchy tagline.
Keep in mind that no tagline at all is better than an uninspired slogan. A strong overall brand identity is crucial, even if the holy grail of a tagline never materializes.
Need help with your destination’s tagline or other branding projects? Contact Bellweather at firstname.lastname@example.org