Why you should transform your tagline into a brand rallying cry
Terms like "tagline," "slogan," and “catchphrase” get thrown around a lot. Often, they are used interchangeably to describe some summary of the brand. Maybe it’s a run-of-the-mill descriptor of what the brand does. Or maybe it’s some throw-away sentiment disguised in cute wordplay.
If that describes your brand, it’s time to understand what a huge wasted opportunity this is.
A powerful expression
After your logo, the most powerful expression of your brand is found in those words that sit there under your logo. If those words are simply a tagline or a slogan, you are wasting a huge opportunity.
Those words create the opportunity for you to capture your brand essence – the difference your brand will make in the world. Those are words that should spark a fire. Words that should inspire both those you hope to serve and all your team members.
That is a powerful opportunity. It’s not something that you can do with a tagline. Or a slogan. You need a rallying cry.
What’s the difference?
A tagline or slogan informs. At best it is a nice passing thought. On the other hand, a rallying cry is hard to ignore. It incites and inspires.
A tagline - a statement that describes who you are or what you do. Taglines tend to be rational in their appeal, and too often, are inward-focused.
A rallying cry - it is the difference your brand will make in the world. It is the compelling language that inspires and motivates. It can ignite a sense of community and purpose, encouraging those you hope to serve to rise to the call.
Transforming a tagline
Transforming a static tagline into a dynamic rallying cry can be one of the most game-changing moves your brand can make. Here are three tips for making that happen.
Unearth the passion: What truly drives your brand? What difference does your brand make in one life? If you have clarified your purpose (I call it your Big Audacious Meaning) then distill that into a powerful statement.
Embrace action: Taglines describe. Rallying cries inspire. Shift your tagline from a state of being to a call to action. Consider starting your rallying cry with a verb that empowers those you hope to serve to join in.
Engage your community: Rallying cries are strongest when they foster a sense of belonging. Make your rallying cry feel inclusive. Make it less about ‘me’ and more about ‘we’ and you’ll start to build a tribe around your brand.
Here’s a starting point
Start noticing how other brands summarize what they are all about. Is it ho-hum? Or worse – self-serving? Or is it something that gets you excited? Fills you with a sense of hope and makes you want to explore and learn more?
I’ll tell you right now that it may be difficult to find those brands that have a meaningful rallying cry. But when you find one, I guarantee you’ll remember that brand. Because it makes you feel something. Something that moves you.
Imagine your brand doing that.