Both taglines and slogans are short statements that identify your brand but, technically, they are different. Taglines are more permanent and reinforce your brand by conveying the tone and feeling you want for your products and services. The most successful taglines become synonymous with brand names and logos. “Just Do It” is one of the most famous taglines ever and is still being used by Nike 30+ years later.
Slogans, on the other hand, are more temporary and are normally tied to a specific marketing effort. The word slogan comes from a Scottish word meaning “battle cry.” Different slogans can be used for different marketing “battles,” or campaigns. While a tagline is used consistently and is only changed for a large company rebranding, a slogan can be changed fairly often to highlight a specific aspect of a product, service or business. Slogans tend to express brand strategies, such as the brand promise or unique selling proposition. Like a good neighbor, State Farm is there is an example of a famous slogan, although it has basically become the insurance giant’s tagline too. Coca-Cola has had dozens of slogans over the years to focus on different aspects of the brand: It’s the real thing, Coke adds life, Open Happiness, Taste the Feeling.
Despite these differences, many people use the terms “tagline” and “slogan” interchangeably. Unless you note otherwise, we’ll assume that we need to create a powerful catchphrase that encapsulates your unique selling proposition and brand values. We’ll let you determine exactly how or where you end up using it.