Ankur Suman, Esteemed Scriptwriter Shares His Insights on Crafting Compelling Brand Taglines with a Fusion of Art and Strategy
In today’s social media-driven landscape, where attention spans wane and trends evolve at the blink of an eye, the art of storytelling is timeless. Brand stories, crafted meticulously with insight and emotion, have emerged as the cornerstone of effective marketing communication.
Taglines imprint brand stories on the collective consciousness. They are beyond just words and hold unparalleled significance.
Understanding Brand Taglines for Brand Communication: Insights
At their core, brand taglines are not merely accounts of product features or service offerings; they are narratives that breathe life into brands, endowing them with personality, purpose, and resonance. These taglines form bonds between brands and consumers that forge relationships that extend beyond transactional exchanges. It’s through these tagline-driven brand stories that we share our experiences.
It is also very important to keep your target audience in mind while crafting taglines. Never overlook the needs and preferences of those you intend to woo. Broad-based taglines are not a good choice in every case. For instance, when I came up with the tagline “Suzuki Hayate Yun Hee Nahin Chalaate” for a campaign featuring superstar Salman Khan for Suzuki’s new mid-segment bike, Hayate, I had the consumer insight clearly etched in my mind. Our target group were the middle-class men who used bikes as a mode of transport every day to go to work. Hence, every ride had a purpose, and that’s exactly what the tagline articulated with a strong flavor of pride. It made the purpose of the new bike very clear.
For years, IndusInd Bank’s tagline was “Aapne Chaaha Humne Kiya.” It literally means, you desire, we deliver. This was again a thoughtfully crafted line, though not based solely on consumer insight. It was also based on the bank’s commitment to churn out innovative banking solutions that fulfilled even the unsaid consumers’ needs. Therefore, in the case of IndusInd Bank, the tagline took into account not only consumer insights and needs but also the brand’s promise. The tagline and the campaigns around it went on to build a strong image of the bank as one with a smarter banking environment.
Sometimes it pays to have a tagline that is simple and clear. One may need a tagline that explains clearly what to expect from the brand. Such taglines are often helpful in categories that are still nascent, and consumers need to understand the benefits of the brand or the product itself. The tagline of property portal MagicBricks, “Property Sahi, Milegi Yahin,” is a good example of such a tagline.
The Imperative of Emotional Connection:
Purchases are driven by emotions. Therefore, brand connection is driven by emotion. Even Charlie Chaplin’s comedies are underpinned by a current of genuine emotion. Likewise, in crafting brand taglines, the infusion of emotion is non-negotiable. It’s the emotional resonance that touches the hearts and minds of consumers, fostering brand loyalty. Taglines, often dismissed as mere slogans, can transcend their utility when imbued with emotional depth and insight. They become more than just words.
Longevity:
A tagline with a longer shelf life is a testament to the symbiosis between brand vision and marketing objectives. It’s about striking a balance between creativity and strategy. Great brand stories are rooted in insights into consumer behavior, cultural trends, and societal values. They anticipate shifts in the market landscape and adapt with agility.
At its core, a brand tagline is an emotional connection forged between a company and its audience. Effective taglines tap into universal themes and evokes genuine emotions that foster a sense of belonging and loyalty among consumers. For instance, the iconic brand narratives of companies like Nike, which champions the spirit of perseverance and athletic excellence, or Coca-Cola, whose timeless tales of friendship and joy have transcended generations. These stories resonate because they speak to fundamental human experiences and aspirations.
Another key aspect of crafting a memorable brand tagline is authenticity. In an age of transparency and heightened consumer scrutiny, brands must strive to be genuine in their storytelling efforts. Authenticity builds trust and credibility. Authentic brand taglines draw from the company’s origins, values, and mission.
Brand storytelling via brand taglines is an art form that demands mastery and finesse. From the annals of history to the digital frontier, storytelling has been the lifeblood of human connection, and brand taglines can shape perceptions, inspire action, and leave an indelible mark on the world.
Authored by Ankur Suman – an Adman by profession for more than 2 decades, a storyteller, scriptwriter, film contributor, and a multifaceted talent in the world of theatre.
