brand is formed by three different components: name, logo and tagline. A company’s logo and a tagline is a recognition tool for the public to link their services or products to the company. Without such branding, the public won`t be able to differentiate between companies, and therefore unable to expect a certain standard from the company with which they interact. If designed expertly, they can bring to people’s mind the unique selling proposition of an organization, which inevitably promotes the company on a sub-conscious level.

History

For centuries people and organizations have been identifying themselves with a variety of marks, signatures, and emblems. A modern company that represents itself with a logo, color scheme, and the tagline is not very different from a 15th-century royal court which invoked identity and unity through the use of family crests, uniforms, and religious symbolism. The industrial revolution profoundly expanded the reach and power of mass production and the marketing used to promote it. The whole world has been branded, and the twentieth-century approach to branding is old school, our present day in age is the Brand Era.

Logo

Logo design as we know it today is a strategy that rose to popularity with brands of the twentieth century. The logo has developed from a mark of quality on a product to a visual distillation of a cultural ideal. It is capable of supporting brand equity in a variety of marketing environments and inspiring great allegiance among consumers. The fundamental power of symbols prevails as the most crucial element of a logo design. A logo has meaning because it draws on centuries of signs and symbols in human literary and visual language.

Tagline

A tagline is a short slogan (less than five words) started with a form of dramatic effect. Many taglines are the phrases associated with an individual, social group, or product. The birth of the tagline dates back to the start of history itself. The tagline has been able to influence people throughout the ages.

The concept is to create a lasting dramatic phrase, to sum up, the tone and premise of a product, or to reinforce and strengthen the audience’s memory of a literary product. For more than 100 years, companies have used tagline slogans in their advertisements. Major corporations have used catchy phrases to tell the world what makes their product or service unique. When done well, a tagline can become the centerpiece of a company’s identity – and if done poorly, it can send the wrong message and turn customers away. It shows potential customers the benefits they can expect when choosing your product or service, or establishes your company brand.

The most recognizable brands starred memorable, catchy taglines that have resonated with consumers, while also shifting over the years. When it comes to their evolution, the taglines have gone from traditional to contemporary, with some of the largest brands in the world setting the pace. Taglines are of a transformational nature: they link product usage with rewarding user experiences or feelings, such as enjoyment, excitement or pleasure. Taglines communicate how your product “transforms” users.

As we see logo and tagline are important business elements, so let`s analyze the importance of each of them separately.

 

The importance of a logo:

 

1)     Reveals your identity

Your logo should mark your ownership. Printed on your products and your website, your logo communicates ownership. It can tell the world/potential customers who you are, what type of product or service you sell, or what benefit you offer consumers.

2)     Invites new customers to get to know you

We don’t live in a monochromatic world. People are drawn to attractive design and color. The logo that marks your package or enhances your storefront should be designed to attract interest and stimulate the curiosity of your potential customers, urging them to at least look, and hopefully purchase your product.

3)    Distinguishes you from the competition

There are specific symbols that come to represent particular industries or products. A good logo should reflect who you are, but at the same time it should also distinguish you from everybody else, it should dare to be different.

4)     Facilitates brand loyalty

From time to time, a company will redesign their logo, to update their look or reflect some other corporate change. Brand loyalty is immense and something every business needs to foster. A recognizable and familiar logo goes a long way toward building brand loyalty. Consumers are loyal to great brands. Good logos are something your target audience uses via other merchandising efforts. BMW is a car company, not an apparel company, yet loyal customers wear hats and shirts proudly demonstrating loyalty and pride in the brand. This is a great social proof to attract others into becoming part of the club by buying your products.

 

The importance of a tagline:

 

1)    Differentiation

In today’s media-saturated environment, consumers receive tons of advertising messages. From television to social media consumers are attacked with information about products and services during the whole day. Developing an effective tagline helps companies cut through the chatter and get consumer`s attention quickly. While a paragraph-long explanation of your product might give potential customers plenty of information, a punchy tagline creates a memorable image in the customers’ minds.

2)    Branding

When you develop an effective tagline it becomes an important part of your brand. A tagline reveals a lot about your company, especially when it reveals something about your prices, services or what customers can expect. An effective tagline should be memorable and give an exact picture of what your business is all about.  Such taglines build a brand identity that sets the company apart, drawing customers who want to experience the benefits of that brand.

3)    Consistency

Companies often develop a marketing plan that includes a variety of tactics, including print and electronic advertisements. A strong tagline ties all the elements of the campaign together, creating brand recognition in customers’ minds. The same tagline can appear not only in the advertising but also on promotional items. They can be hats and T-shirts, in public relations materials and on the actual product packaging. All of this serves to create brand recognition in the minds of customers.

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