For a great logo, hire a clever freelance copywriter
You may have heard them referred to by catch phrases, marketing slogans, or even fonts, but the standard term these days is tagline (or "tag line" written as a couple of words).
12 years ago, I got the name Tag queen back in advertising school because classmates and teachers said I was good at creating the "perfect tag" for any product.
Since I have become an expert in banner writing, I will dedicate this article to explaining what makes some ad banners more effective than others.
Logos: what makes them cross and what makes them stick
Several famous slogans are basically an inspiring and inspiring call to action:
Get a piece of rock.
In the 1950s, advertising agencies called them "campaign slogans." You may have heard them referred to by catch phrases, marketing slogans, or even fonts, but the standard term these days is tagline (or "tag line" written as a couple of words). Regardless of the terminology, a tagline is basically a short sentence that tells your audience what you have to offer.
My favourite projects as a freelance copywriter include writing business logos. 12 years ago, I got the name Tag queen back in advertising school because classmates and teachers said I was good at creating the "perfect tag" for any product. Since I have become an expert in banner writing, I will dedicate this article to explaining what makes some ad banners more effective than others.
Logos: what makes them cross and what makes them stick
Several famous slogans are basically an inspiring and inspiring call to action:
s just do it
o Think differently
o Contact and touch someone
o Put a tiger in your tank
The tagline writer uses different methods to create meta lines. To start a brainstorming session, the following five are a good start. Jot down the example next to each method and see if you can remember the company for each of these famous logos.
1. Relate a product function to an abstract need:
Diamonds are forever.
2. Promise:
world on time.
3. Single words (always good in threes) as advantages:
cooling down. cleaner. refreshing.
4. Suggested risk of not using the product:
Because a lot of riding on your tires.
5. Link the tagline to the logo:
Get a piece of rock.
Description lines as brand creators
Taglines are the first step and an integral part of brand building. Its value is built up over years, and over time a good logo can be the best and cheapest form of advertising. If your company name, tagline and slogan work together as they should, they will become an advertisement in and of itself.
No matter what your business does, your logo creates the first impression. People will remember the tag phrase even before the company name. Having years of stock piled up in an old logo can work for you or against you. Is the phrase you use "dated?" Are people tired of hearing it - or worse, they no longer believe the claim?
A tagline that is over 25 years old is usually a sign that your corporate identity needs to be updated. It's never too late to change a boring, tired, and offline logo. Even the biggest brands with famous logos change their logos every few years. Most people remember when Coca-Cola was the "real thing," but look at all the other descriptive phrases they've used over the course of 20 years:
o1970: It's the real thing.
o1971: I want to buy Coke for the world.
1976: Coca adds life.
1979: Eat a Coke and smile.
o1990: The real thing can't be beat.
Key feature: Metal lines for web content
For some reason, very few sites have promotional lines. This is a shame because these companies (and individuals) are missing out on an excellent opportunity.
Any business that has a website should ensure that their logo and tagline are on every page; It counts as an "impression" every time a viewer sees it, and when a potential customer prints a page of your site, you'll have your business identity on it.
Few website designers or webmasters realize that meta tags create a first impression and communicate as much - if not more - than a fancy website.
Tagline prices and costs
A small business can get a great logo for the same money as a large company: an experienced logo maker can charge between $250 and $3000 to create a line of logos. Often the reason big companies have "attractive logos" is because they know how to contact professional copywriters instead of trying to do it themselves.
Large companies also understand that creating an advertising slogan should be considered the first advertisement a business makes, and this is ideally done in conjunction with naming and logo design.
Logo designer and copywriter should work together on this identity package; In my 14 years as Tag queen, I have always experienced that the result is better and gives the company a stronger and more coherent start.
How smart is your logo?
The best promotional banners set you apart from your competition, express your personality and add to your branding and marketing campaign. The slogan should not only tell what your company does; It should also show how unique you are compared to your competitors.
Evaluate your current company logo by asking yourself three questions:
1- If you leave your business card somewhere, can someone take a look at your logo and know exactly what your business does?
2- Will your logo work if your competitors use it?
3- Does your logo focus more on your company or your audience?
The smart tagline includes your unique selling proposition. What is the best thing to do? Why should anyone but your mother care? Say it in the tagline - especially if your business name doesn't clearly state what you do.
It's never too late to improve
A bad logo is worse than nothing at all; It can actually ward off the people you want to attract - especially if there's an exclamation point after it. This is the sign that tells consumers to run away! You can also put on a bad suit and sell cars if you want to put an exclamation mark at the end of your company logo. Look at the difference between the quiet and serious command "Just do it" compared to "Just do it!" If Avis says: "We're trying harder!" The tone would sound suspiciously extravagant instead of conveying the serious and honest statement "We're trying hard."
Can you think of a single line that has already been improved by adding an exclamation mark to it? If you can, please let me know. I'm still looking for an exception to this rule.
The best logos create a whole new perception in people's minds and can give an old company a new personality and public image. This is great work for a few words.
Make sure to make them important.
