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.

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.