A Stick to beat yourself with or a Value to promote?

Carlsberg - Probably

Organisations make claims about their products and services the whole time, proudly celebrating key attributes that they believe make them special. When these attributes are an integral part or a key essence of these brands these attributes might be incorporated consistently into their messaging.

A very effective way to express your most special attribute as part of your branding is to introduce a tagline, which can then be used the whole time in conjunction with the product/service brand name.

When we think about some of the popular car brands we can see how taglines can be used to express something special about the range of vehicles that carry the brand name:

JaguarThe Art of Performance

BMWThe Ultimate Driving Machine

ToyotaThe Best Built Cars in the World

These taglines are typically used in all communications including adverts, brochures, packaging and even press releases consistently so that over time they become so synonymous with the brand that a consumer can recite them when they hear the brand name.

When companies develop these taglines for their brands they are creating a clear “experience” expectation with the customer – they should only make these declarations if they believe they can live up to them.

If Toyota declare that their cars are the “best built cars in the world” then they must commit to manufacturing quality cars. If a customer has a bad experience Toyota must respond from a positive place and do everything with the customer to demonstrate their commitment to quality.

Taglines and #Hashtags

With social media communications I find a very effective way of reinforcing a key message is to incorporate them into the #Hashtags that might be used when posting. Even better, if there is a tagline for the brand this could be used in the #Hashtag – if the tagline is too long then maybe some keyword variation could be used.

In the examples we gave above Jaguar might use #ArtOfPerformance, BMW may use #Ultimate and Toyota could use #BestBuilt.

VW - Clean Diesel

Sticks and Values

I was chatting with a client and we were developing a strategic communications plan for them and as part of this work we were discussing their social media messaging and the use of #Hashtags.

While the client was using a tagline consistently on all of their branding they were strangely very reluctant to use it as their hashtag.

This really confused me and I pushed them on it.

It turns out that while they were happy to make this quality claim on all of their branding and communications they were unhappy using it on social media because their feeling was it would be a huge ‘stick to beat them with‘ if anything ever went wrong.

But, shouldn’t the tagline be the same whenever you use it?” I asked

Yes, but on social media it’s different” was the clear response. “Sometimes things can go wrong, often through no fault of our own and the customer will hammer you quoting your hashtag/key message. For this reason we don’t want to use it.”

My belief is that you shouldn’t make a proud claim if you can’t stand over it. If you can stand over it then online should be no different to any other form of communications.

Your special attributes should always be celebrated, they are never sticks!

Greg Canty 

Greg Canty is a Partner of Fuzion Communications who offer Marketing, PR, Graphic Design services from our offices in Dublin and Cork, Ireland

 

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