A TAGLINE IS NOT A MESSAGE
Often I am working with a client on messaging to be used in various strategic communications settings: media outreach, analyst meetings, internal communications among others. In the last month alone, however, I have listened as individuals from a pair of major corporations fell back on the company slogan -- or tagline -- as a message.
And while taglines -- defined as a short, often catchy phrase that fully captures an organization’s mission or spirit -- work great in advertising, they fall short of scope and gravitas in every other form of strategic communications.
While a tagline can reflect messaging, a tagline is not a message.
In a media interview, a spokesperson is not doing much to express the breadth of a new product or partnership or providing deep insight to its mission or its services by spouting: “Fly the friendly skies” or “Empowering technology” or “Have it your way” or “The power of dreams.” In fact, I’ll bet you can only ID two of the four companies represented there.
No. A message needs to be concise and declarative, like a tagline, but it needs to also clearly state a business objective. It needs to not only satisfy the audiences’ “want,’ but make a good argument for the “why.” Unlike a 30-second ad, other strategic communications environments require a little more context.
Your business likely can’t be characterized in one short phrase. There are multiple objectives, activities and values that need to be expressed. Some examples:
- “We are committed to innovation and R&D, together with a focus on sustainability, as main pillars of Clariant’s strategy.”
- “The U.S. Army will always be excellent stewards of taxpayer dollars.”
- “At McDonald’s, we are making significant changes that are important to our customers, our people and the environment.”
Now, key words from a tagline may make their way into a message. In fact, it is a great way to ensure recall of critical descriptive language. But a message provides greater depth for all critical audiences.
So now, just do it!