The strongest brands are those which immerse themselves into their consumer base. These brands (think performers like P&G) recognize that the measure of success stems from consumer acceptance, which is tied to relevancy. Does your brand stand above the competition and focus on listening and learning from its consumers?
Taglines are like strings. They connect a brand (which can have a corporate image, and sometimes a separate consumer-facing image) directly to its users. It’s like a personal commitment or promise. For those reasons, a tagline must be meaningful, relevant, sincere, and long-standing.
Maintaining your brand promise is critical to the success of your organization, and the products/services you hope to market. While that promise may be more implied than implicit, it’s a defined connection between your consumers/audiences and you as their provisioner, and its about the relationship you’ve formed. Without the promise, it will deteriorate.
A recent article featuring agency Digitas Health caught my eye with their claim “We don’t work the way traditional agencies work.” Near the end was an innocuous quote “We build and manage a brand surface over time. . .” and I believe I had a lightbulb moment right then and there. The word “surface” in context with the entity brand really intrigues me, because I believe it implies a length and width, a continuous plane that can surround. The sheer scope lends itself to conforming to varying situations and needs, doesn’t it?
