Here’s another topic of importance I’ve somehow never blogged about.

This is the subject of short, punchy phrases used in branding a company, in quickly communicating something you want the public to know about your company or product or service.

Let me start by defining these two terms the way I use them, since they are mostly used interchangeably. I use them differently because there are two different things that need to be accomplished.

I use “tagline” to mean a short phrase, not necessarily memorable, that summarizes what you do. Usually it is attached to a logo.

You don’t see this very often.

And yet it is often necessary. If you don’t tell people what you do or sell, are they supposed to guess? Or do you leave them wondering for a while? Many company names don’t answer the question.

What does “CSX” do?

Yet that is the FIRST question people ask.

When someone goes to a website, they arrive with a series of questions. The first question is, does this company or website offer what I’m looking for?

Does this website sell reproductions of early 20th century door hardware?

Can I find out here how many pounds to a kilogram?

Is this a source for information on rheumatoid arthritis?

The first thing they want to know is NOT that you are “family friendly” or “trusted by all mankind.” Trusted for what?

When I use the word “slogan” I’m referring to the second type of branding phrase.

Slogans are supposed to be memorable and they need to position the company or product. If people remember only one thing about your ad, it is supposed to be the slogan:

The Un-Cola
We Try Harde.
When it absolutely, positively has to be there overnight
For the people

I believe keeping these two concepts in mind can greatly improve most companies’ marketing.