Picture this: you’re strolling down the high street, minding your own business, when suddenly a billboard catches your eye. It’s not the stunning visuals or the bold colours that grab your attention, but rather a simple phrase that stands out. You’ve just encountered a strapline in the wild.
But what exactly is a strapline, you ask? Is it merely a catchy phrase, or is there more to this marketing marvel than meets the eye? Fear not, dear reader, for we shall embark on a journey to unravel the mysteries of the strapline and discover its true power in branding.
First and foremost, let’s define our terms. A strapline, tagline, or slogan is a short, memorable phrase that captures the critical benefit or unique selling proposition of a brand, product, or service. This cherry on top of your branding sundae is the pièce de résistance that ties everything together and leaves a lasting impression on your target audience.
But why, you might wonder, are straplines so important? Indeed, a brand can survive without a snappy slogan. Well, yes, of course, but where’s the fun in that? A well-crafted strapline can do wonders for your brand, from increasing recognition and recall to differentiating you from your competitors.
Take, for example, Nike’s iconic “Just Do It” strapline. Three simple words have become synonymous with the brand, inspiring athletes and couch potatoes alike to push themselves to their limits. Or how about Apple’s “Think Different” perfectly encapsulates the company’s innovative spirit and sets it apart from the sea of sameness in the tech industry?
But crafting the perfect strapline is no easy feat. It requires a delicate balance of creativity, strategy, and a deep understanding of your brand’s core values and target audience.
A great strapline should be:
- Memorable: It should stick in your audience’s minds like a catchy tune long after encountering your brand.
- Relevant: It should resonate with your target audience and speak to their needs, desires, and pain points.
- Differentiating: It should set you apart from your competitors and highlight what makes your brand unique.
- Concise: It should be short and sweet, typically no more than five to seven words.
- Authentic: It should align with your brand’s personality and values and not feel forced or insincere.
Great Straplines of Recent History
Over the years, some straplines have become so iconic that they’ve transcended their original purpose and become a part of popular culture. In this article, we’ll take a light-hearted look at some of the most memorable straplines of recent history and explore what makes them so effective.
McDonald’s: “I’m lovin’ it”
Let’s start with a classic. McDonald’s, the fast-food giant, has been using the strapline “I’m lovin’ it” since 2003. The phrase, accompanied by a catchy jingle, has become synonymous with the brand’s fun, family-friendly image. Using the colloquial “lovin'” instead of “loving” adds a playful, informal tone that resonates with the brand’s target audience. The strapline also implies that the experience of eating at McDonald’s is not just satisfactory but genuinely enjoyable. It’s a simple yet effective way of conveying the brand’s promise of a good time.
L’Oréal: “Because you’re worth it”
Moving on to the beauty world, we have L’Oréal’s iconic strapline, “Because you’re worth it.” First introduced in 1973, this phrase has become a rallying cry for women everywhere. The strapline taps into the universal desire for self-worth and suggests that using L’Oréal products is a way of treating oneself with the respect and care one deserves. It’s a powerful message that has helped L’Oréal establish itself as a brand that empowers and celebrates women.
Tesco: “Every little helps”
Tesco, the British supermarket chain, has been using the strapline “Every little helps” since 1993. The phrase reflects the brand’s commitment to offering value for money and making a difference in customers’ lives through small, everyday savings. The word “little” is particularly effective, suggesting that even small actions can significantly impact when combined. It’s a message that resonates with cost-conscious consumers and has helped Tesco build a loyal customer base.
Carlsberg: “Probably the best beer in the world.”
The Danish beer brand Carlsberg is known for its bold strapline, “Probably the best beer in the world.” The word “probably” is a stroke of genius, as it adds a touch of humility and humour to an otherwise grandiose claim. It’s a tongue-in-cheek way of saying that Carlsberg is confident in the quality of its product but doesn’t take itself too seriously. The strapline has become so popular that it’s often parodied and referenced in popular culture.
Specsavers: “Should’ve gone to Specsavers”
Specsavers, the British optician chain, has turned a common phrase into a memorable strapline with “Should’ve gone to Specsavers.” The phrase is often used to describe someone who has made a comical mistake or oversight, implying that they would have benefited from a visit to the optician. By adopting this phrase as its strapline, Specsavers has positioned itself as the go-to destination for those who value clear vision and want to avoid embarrassing blunders. It’s a clever way of highlighting the importance of eye health while injecting a bit of humour into the message.
The Power of Simplicity
One thing that all these straplines have in common is their simplicity. They’re short, snappy, and easy to remember. In a world where consumers are bombarded with advertising messages from all angles, a simple, memorable strapline can cut through the noise and make a lasting impression. It’s essential to keep this in mind when crafting your strapline. Don’t try to cram too much information into a single phrase. Instead, focus on capturing the essence of your brand in a way that’s both memorable and meaningful.
The Importance of Emotional Connection
Another critical element of a successful strapline is its ability to forge an emotional connection with consumers. Whether it’s McDonald’s promise of a good time, L’Oréal’s celebration of self-worth, or Specsavers’ playful warning about the importance of eye health, each of these straplines taps into a fundamental human desire or concern. By speaking directly to consumers’ emotions, these brands have created a sense of loyalty and trust beyond the products they sell.
The Role of Consistency
Consistency is also crucial when it comes to straplines. Once you’ve found a phrase that works, it’s important to stick with it and integrate it into all your marketing materials. Consistency helps reinforce your brand message and makes it easier for consumers to remember and recognise your brand. Imagine if McDonald’s changed its strapline every year or if L’Oréal used a different phrase for each product line. The impact of their messaging would be diluted, and their brands would lose some of their iconic status.
The Risks of Change
Of course, there are times when a brand may need to update or refresh its strapline. As times change and consumer preferences evolve, a once-effective strapline may feel outdated or irrelevant. However, it’s essential to approach any changes with caution. A poorly executed rebranding effort can alienate existing customers and damage a brand’s reputation. If you decide to update your strapline, do so in a way that feels authentic to your brand’s core values.
Subverting Expectations
One effective way to create a memorable strapline is by subverting expectations. Take Carlsberg’s “Probably the best beer in the world,” for example. By using the word “probably,” the brand acknowledges that taste is subjective and that there may be other contenders for the title of best beer. It’s a subtle way of poking fun at the grandiose claims often made in advertising, and it helps to humanise the brand in the eyes of consumers.
Another example of subverting expectations is the strapline used by the British tea brand Yorkshire Tea. Their slogan, “Let’s have a proper brew,” plays on the idea of a “proper” cup of tea, a common phrase used in the UK to describe a well-made, satisfying cuppa. Using the word “brew” instead of “tea,” Yorkshire Tea adds a touch of regional charm and suggests that their product is the real deal.
The Importance of Localisation
When crafting a strapline, it’s essential to consider the cultural context in which it will be used. What works in one country or region may not translate well in another. This is where localisation comes into play. By adapting your strapline to suit each market’s linguistic and cultural norms, you can ensure that your message resonates with local audiences.
An excellent example is the strapline used by the German supermarket chain Lidl. In Germany, the slogan is “Lidl lohnt sich,” meaning “Lidl is worth it.” However, in the UK, they use the phrase “Big on quality, Lidl on price.” This adaptation plays on the similarity between the word “little” and the brand name “Lidl,” while also emphasising the brand’s commitment to offering quality products at low prices.
A great strapline is a powerful tool for building brand recognition and forging emotional connections with consumers. By keeping it simple, consistent, and emotionally resonant, brands can create a memorable phrase that becomes an integral part of their identity. Whether it’s McDonald’s “I’m lovin’ it,” L’Oréal’s “Because you’re worth it,” or Carlsberg’s “Probably the best beer in the world,” these straplines have stood the test of time and become iconic in their own right.
Creating Your Strapline – Tips for Branding Success
But what about the process of creating a strapline? How do you craft that perfect phrase to encapsulate your brand and resonate with your audience? Well, buckle up because we’re about to dive into the nitty-gritty of strapline creation.
Step 1: Know your brand inside and out
Before you even think about putting pen to paper (or fingers to keyboard), you must deeply understand your brand. What are your core values? What sets you apart from your competitors? What is your brand personality? Answering these questions will lay the foundation for your strapline and ensure it aligns with your brand strategy.
Step 2: Identify your target audience
Who are you trying to reach with your strapline? What are their needs, desires, and pain points? What kind of language and tone will resonate with them? Understanding your target audience is crucial in crafting a strapline that will capture their attention and stick in their minds.
Step 3: Brainstorm, brainstorm, brainstorm
Now comes the fun part: brainstorming. Get your team together and start throwing out ideas, no matter how crazy or far-fetched they may seem. Write everything down, even if it doesn’t seem like a winner at first glance. You never know what might spark inspiration or lead to that “aha!” moment.
Step 4: Refine and polish
Once you have a list of potential straplines, it’s time to start refining and polishing. Weed out the weak contenders and focus on the phrases that capture the essence of your brand and resonate with your target audience. Play around with the wording, try different variations, and see what feels right.
Step 5: Test and iterate
Before you commit to a particular strapline, it’s essential to test it and see how it resonates with your target audience. Conduct focus groups, surveys, or A/B testing to gauge reactions and gather feedback. If something isn’t quite hitting the mark, don’t be afraid to return to the drawing board and iterate until you find the perfect fit.
Creating a killer strapline combines art and science, creativity and strategy. It requires a deep understanding of your brand, a finger on the pulse of your target audience, and a willingness to think outside the box and take risks.
But the payoff can be huge. A great strapline can become integral to your brand identity, helping you stand out in a crowded market and forge a deep connection with your audience. It can be the difference between a forgettable brand and one that becomes a household name.
So, the next time you encounter a strapline in the wild, take a moment to appreciate the craft and creativity that went into those few carefully chosen words. And if you’re creating your strapline, remember: be bold, be authentic, and above all, have fun with it.
Because at the end of the day, a strapline is more than just a catchy phrase – it reflects your brand’s personality, values, and unique selling proposition. It’s the unsung hero of branding, the secret weapon in your marketing arsenal.