Direct Marketing - Differences Between Tag Lines & Messages
Saturday, November 23, 2013
Whenever you develop your product or your brand, you will use certain marketing tools to make that brand or product known to consumers. This is done in a variety of ways. Some marketing depends on catchy tag lines or slogans; others drive home a simple message. Still others use a unique selling proposition, or USP, that combine any of the above.
USP
The USP tells your consumer what is special about your specific brand or product, and what that means to them. This is the overall idea or concept behind your goods or services that make you stand out from the crowd, and establishes your identity and your brand. You will use this to craft all your marketing, even though it may not be outlined word for word in your message, your tag line or slogan.
Message
Your message is a simple statement or sentence that sums up the concept of your USB. This will likely be used in all your marketing, and this is the sentence that sums up your established brand. Your message ultimately influences your consumer's perception of what you do and who you are based on what you wish that perception to be; for instance, how law enforcement uses "to protect and serve." This message needs to be consistent in your marketing, as inconsistent messaging will confuse your consumer and muddy your brand.
Tag Lines
Tag lines are short, simple and concise messages that sum up your product or company in an easily recognizable catchphrase. This tells the audience what you do and what your company stands for in a memorable and catchy way. The tag line for Raid, for instance, is, "Kills bugs dead." This is not limited just to products. The Marines effectively use "A few good men" to establish a higher echelon of recruitment.
Slogans
Whereas a tag line defines your product or brand, a slogan typically covers a specific marketing campaign. Though both are used in marketing, targeted to stick easily in the consumer's memory, a tag line is associated more with a company and its purpose and used long term. Slogans tend to be more subtle and follow popular trends. These can be short-lived or hang around as long as they are commercially effective, such as Nike's "Just Do It" or McDonald's "I'm Lovin' It."
Tags:
Direct Marketing, Marketing
USP
The USP tells your consumer what is special about your specific brand or product, and what that means to them. This is the overall idea or concept behind your goods or services that make you stand out from the crowd, and establishes your identity and your brand. You will use this to craft all your marketing, even though it may not be outlined word for word in your message, your tag line or slogan.
Message
Your message is a simple statement or sentence that sums up the concept of your USB. This will likely be used in all your marketing, and this is the sentence that sums up your established brand. Your message ultimately influences your consumer's perception of what you do and who you are based on what you wish that perception to be; for instance, how law enforcement uses "to protect and serve." This message needs to be consistent in your marketing, as inconsistent messaging will confuse your consumer and muddy your brand.
Tag Lines
Tag lines are short, simple and concise messages that sum up your product or company in an easily recognizable catchphrase. This tells the audience what you do and what your company stands for in a memorable and catchy way. The tag line for Raid, for instance, is, "Kills bugs dead." This is not limited just to products. The Marines effectively use "A few good men" to establish a higher echelon of recruitment.
Slogans
Whereas a tag line defines your product or brand, a slogan typically covers a specific marketing campaign. Though both are used in marketing, targeted to stick easily in the consumer's memory, a tag line is associated more with a company and its purpose and used long term. Slogans tend to be more subtle and follow popular trends. These can be short-lived or hang around as long as they are commercially effective, such as Nike's "Just Do It" or McDonald's "I'm Lovin' It."
