Just because a picture is worth 1,000 words doesn’t mean words are meaningless. Words are what we use to communicate with each other and they allow us to control the value and meaning of your brand, which you can’t do with images alone. This is why taglines and slogans are so important. Before we go on about why these two marketing tools are valuable, let’s talk about the difference between the two.
Taglines vs Slogans
Taglines are catchy quips that evoke an image of your brand in the minds of your customers and enable people to make lighthearted associations with your business. A slogan covers a company's mission, what it stands for, and even how it's helping customers in individual campaigns the company might run. This means slogans can be longer than taglines.
Although they are often used interchangeably, understanding the difference between the two will help guide your messaging strategy and correctly position your brand. It’s not necessary to develop both, but it is helpful. Often companies will keep the same tagline for years, but switch slogans based on what campaign they’re currently running. Take Nike for example, they’re iconic “Just Do It” tagline isn’t going anywhere anytime soon, but they just released their controversial “Believe in something, even if it costs you everything” slogan. They’ll likely use that slogan for a while and then switch it out when they change focus.