Ok, so some of you (a lot of you) read my previous blog post, INSIDE THE FASHION INDUSTRY - Developing Your Branding Deck, and decided to ask about how to create your brand’s tagline. As always, here I am with answers and tips for you. But this time will be a little different. This time, there is no answer. Your brand tagline should be something that comes to you naturally and, most importantly, it needs to be expressing the lifestyle/cause your brand is supporting, instead of focusing on the products themselves.
Honestly, I want to keep this blog post as simple as possible, so let me put this in these words: by creating a new brand, you are putting a new consuming idea in people’s brains and, by doing that, you are now selling a lifestyle or a brand that supports a cause, and not a new product. Writing blogs also help to create brand awareness and make your customers feel closer to your brand. Your brand’s tagline should be no different.
The idea is to choose a brand statement that says more than “we have the best bikinis” or “we focus on the best quality”. People do not buy products, they buy stories. Create brand awareness, focus on a timeless tagline and people will like your business because they identify with it, because they like it, and because you are offering great products along with great customer service.
Besides building a meaningful statement, this statement must be coherent to your brand identity. Let’s face it, you do not want to create a tagline that says “everything we do is with our mother earth in mind” if you are selling leather jackets or leather bags…
Even though this is not rocket science, I know that deciding on a statement that will represent your business is quite hard. I have thought about it millions of times as well. But, in the end, the important thing is to make sure you are convinced by your own tagline. If your tagline statement is not convincing you, then what makes you think that it will convince your target market?
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