I’d suggest that in the B2B space taglines are generally inadvisable.

Most corporate slogans are generic, interchangeable and difficult to recall, thus failing to generate a strong brand association. However, in the right environment and developed properly they can prove to be powerful differentiators.

For businesses that offer a wide array of products and services to a broad audience, condensing these offerings into a few memorable and meaningful words can be a daunting and often futile endeavour.

While there is often an internal drive to create a tagline that rejuvenates the organisation, motivates employees, and infuses character into marketing and communication, the final result often falls short in terms of truly setting the company apart.

In rare cases, words that are consistently seen next to the company name or logo will articulate the business offer and reinforce the brand’s value. If it’s unclear from the organisation’s name what it actually does, a clarifying tagline will do the job.

If the company is well known, then a more emotional personality led tagline can add nuance to a brand name.

Moreover, the simple and succinct have the best chance for success.

It’s time for us to ask ourselves: Does our brand need a tagline, and if so, how can we ensure it adds genuine value and distinction?

#branding #brandingstrategy g#taglines #helixdesign