Whether you plan to use a slogan maker service from an ad agency, solo freelancer or use a slogan contest site (like Slogan Slingers) you need to understand what the difference is between a slogan and a tagline. The two concepts are similar but there are important differences that you must be aware of if you are to properly employ these powerful marketing tools.
One thing to note is that there are a lot of different schools of thought on this. You might find five experts who each define the differences between slogans and taglines in a different way. But here's what we think, and it's the opinion of many other experts as well.
The slogan should represent your brand as a whole. It's a line that's used year-in and year-out repeatedly to define your brand and convey what it stands for. The right slogan can be employed by a company for years or even decades. BMW's “The Ultimate Driving Machine” has been used by that company as long as any current driver can remember. McDonald's seems to change slogans about every decade. Their current slogan “I'm Lovin' It” launched in 2003. Slogans can be fact-based, emotion based or a combination of both. They can be clever or serious, witty or edgy. That's up to you. Your slogan is your “readable logo” that quickly says so much in such a little phrase.
Taglines can also say a lot in just a few words. Taglines started going “viral” long before that term was ever used. Although they are very similar to slogans in a lot of ways, there are some key differences (at least in our humble opinion).
Taglines don't represent an entire organization as a whole. They can be used for a particular product or service. They can help you remember a certain offer or element of the company but a slogan really is meant for the biggest of the big picture. Like catchy slogans, taglines also become more effective the more you use them.
Another difference in creating a tagline is they can often be more action oriented. A slogan is more often a statement while a tagline is more a request, a challenge, a question or a call to action.
Taglines can also go by different names. Catchphrases, tag lines (two words), strap lines and more. These are also commonly substituted for “slogans” so it can all get a bit confusing.
Taglines also tend to be a bit more disposable. While slogans can endure year after year, swapping out or refreshing a tagline can be a fairly common practice. Taglines are often used for a particular campaign, for a particular demographic or to elicit a particular action. While Geico's overarching slogan is “15 minutes could save you 15% or more on car insurance” they simultaneously use taglines for their individual campaigns. “So easy a caveman could do it,” is an example.
Of course, all this being said, the difference between a slogan and a tagline is nothing compared to the difference either one would make on your brand if you don't have a good slogan or tagline. With many marketing experts calling slogans and taglines equal to or more important than even your logo, you just might not reach your marketing potential without one. So take the next step and open a contest with Slogan Slingers and get your brand defining line now!