Why do you need the whole package? Are Tagline, Slogan, Vision, and Mission really necessary for your company?
So what’s the difference between these four brand definitions and why does it even matter? Answers plague the Internet, some of them are quite confusing or not enough clear. But no worry, We are here to help.
Slogan
Slogan talk about WHY? This is when you tell your audience why they should pick your product or service, what you do, or why you do it. In Nike’s case, their slogan would be, “Inspiration and Innovation for Every Athlete in the World.”
These are some features to consider for a great slogan:
Has to be Memorable
It includes a key benefit
It Imparts positive feelings about the brand
Tagline
According to the veteran advertising iron-man Will Burns a tagline is a commitment. It’s a single statement with a single thought from a single brand. So it’s not a “line” at all. It can’t be. Not with that kind of pressure, not with that kind of staging (right beneath the logo). No, a tagline is a brand idea.
Slogan vs. Tagline
Although both “slogan” and “tagline” tend to be used interchangeably, they serve two different purposes. Here are two examples:
A slogan encompasses a company’s mission, what it stands for, and even how it’s helping customers in the individual campaigns the company might run. Slogans can, therefore, be longer than taglines, as you’ll see in the list below.
A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: “When I see [tagline], I think [company].”
Mission
Think about those brands you purchase from over and over, even when there are cheaper options out there. Why do you choose the ones you choose? The reason we stay loyal to brands is because of their values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do.
It's time to show the difference between both sides of the spectrum.
A mission statement is, in some ways, an action-oriented vision statement, declaring the purpose an organization serves to its audience. That often includes a general description of the organization, its function, and its objectives. Ultimately, a mission statement is intended to clarify the “what”, the “who”, and the “why” of a company. It’s the roadmap for the company’s vision statement.
With that in mind, what does a good Vission statement look like?
Vision
A vision statement describes where the company aspires to be upon achieving its mission. This statement reveals the “where” of a business — but not just where the company seeks to be.
Here are great examples of this notion.
Vision & Business idea
We have a passion for life at home. Our culture is built upon enthusiasm, togetherness, and a “get-it-done” attitude. We’re optimists, constantly looking for new and better ways to do things, from how to design a rocking chair that fits into a flat-pack, to creating LED light bulbs that are affordable to everyone. Our vision is to create a better everyday life for many people — for customers, but also for our co-workers and the people who work at our suppliers.
Vision & Business idea
Our goals are simple: to serve our customers better, to always be relevant in their lives, and to form lifelong relationships. And while serving our customers face-to-face is the foundation and hallmark of how we’ve historically served them, today customers seek our service in new ways. Speed, convenience, innovation, and personalization have become cornerstones of the customer experience. Guided by these new needs, we continue to invest in the cross-channel experience, combining the accessibility of a purely online experience with the high-touch inclusivity of our stores.
It’s all about the details
The difference between these four branding terms may seem small, but the result makes a significant impact on your brand. The more detailed you can get with the goals, values, and actions your company takes, the better you’ll be able to connect and communicate with your customer and your brand. Devote the same time and dedication to building your brand persona and identity as you do for your customers.
