With the average human attention span now just eight seconds (that’s less than a goldfish), it’s more difficult than ever to capture the attention of the consumers that will buy your products or services. Keeping things short and sweet certainly helps but consumers still need a bit more than your logo and name to determine the quality, reputation and worthiness of your brand. That’s where the strapline comes in…
It’s no secret, we love a good strapline, ‘good’ being the emphasised word. Your strapline may never be as memorable as big brand slogans like McDonalds’ “I’m Lovin’ It” or Skittles’ “Taste the Rainbow” but that short and snappy sentence should provide a fitting summary of your brand promise.
The power of a great strapline
Straplines are no doubt important and should be included in all aspects of your company’s business activities, including your email marketing campaigns. Yet, still so many choose to do away with the strapline.
Including a strapline can in fact have a major, and more importantly positive, impact on conversion rates. Effective use of straplines has been proven to aid open rates for example. Straplines also work to set you apart from your competition as well as give your target audience a quick but memorable burst of information about your company. A strapline can work wonders for reinforcing your brand identity too, giving you a USP that sticks in the minds of consumers and at the same time represents value and trust.
Creating a strapline worth shouting about
We’re sorry to say there’s no recipe for creating the perfect strapline. The creation of a strapline is just one part of developing a compelling, customer focused brand promise.
Your strapline should offer an ‘at a glance’ view of your wider brand story as well as represent what your brand stands for, what it offers and why exactly they should choose your brand over your competitor’s. “All this in one sentence?” I hear you say! Creating a strapline that encompasses all these things is possible, as long as you put your thinking first, the strapline will follow.
Just a few considerations…
We’re not going to leave you hanging, whilst there’s no easy way of creating a strapline that delivers on all fronts, our marketing team has a few points you should keep in mind. Natural sounding, simple straplines work better than complicated and clever. Your strapline should after all be super easy to remember as well as hard hitting. Look to the products or services you offer for inspiration, and think about what the customers you do business with value most.
Alliteration also works well for straplines, and not only makes a strapline more memorable but trips off the tongue easily. Our advice to you? Think of your strapline, then think again. Can your strapline be delivered more fluidly and perhaps in fewer words? A good strapline shouldn’t be your view of your business, it should represent what your customers want to see.
Need some help creating a great strapline for your business? Whether it’s time to rebrand or you’re just doing a few tweaks to your company image, we can help. Get in touch with our team today to discuss your requirements, not forgetting to share this post before you head off!
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