Get a CLuE – Three Tips for Great Branding and it all starts with U

OMAHA!

First thing that comes to mind… Peyton Manning and the Denver Broncos. That play call has become synonymous with Donkey Nation, just as your tagline and branding should be synonymous with the product or service you are representing. For us at Delucchi, “what’s your story?” is the tagline that rings true in our everday lives, but for others their branding speaks a different brand truth. So, what brands have my vote? Below are my top five:

1. Chase What Matters (2008)
2. Nike Just Do It! (1988)
3. Skittles Taste the Rainbow (1994)
4. Got milk? (1993)
5. McDonald’s I’m Lovin’ It (2003)

What makes these brands, and in particular, these taglines so great? All of them are short, sweet and to the point. By making shorter taglines you create a brand experience that is adaptable over the years, with constantly evolving messaging and campaigns that cater to your consumer. Below are three things to keep in mind when developing a great brand:

1. Cultural Influence – create branding that tells a story and influences the way people think about your product or service. For Nike, “Just Do It!” has become synonymous with fitness, and the work hard, play hard mentality that accompanies fitness junkies. Chase was able to differentiate themselves within the financial services industry by highlighting their compassion – Chase what matters.
2. Longevity – think long-term, you don’t want to have to go back and do this exercise in six-months. All of the brands listed above have lasted the test of time. These brands are constantly evolving with the marketplace while keeping their underlying story exactly the same.
3. Equity – develop taglines that are one in the same with your brand. If your company is all about pink polka dots, don’t create a tagline that says “we love nerf guns,” it just doesn’t work. (Unless you have a pink polka dot nerf gun — but that is a completely different story.)

These brands, and their taglines, are recognizable because they tell a story that differentiates them from their competitors. A story that resonates with their audience. A story that is memorable. A story that has lasted the test of time. While we continue to refresh brands, the goal when developing a new brand should always be to lay the foundation on which your brand can continue to evolve. #WhatsYourStory