Why you should transform your tagline into a brand rallying cry

Terms like “tagline,” “slogan,” and “catchphrase” get thrown around a lot. Often, they are used interchangeably to describe some summary of the brand. Maybe it’s a run-of-the-mill descriptor of what the brand does. Or maybe it’s some throw-away sentiment disguised in cute wordplay.

If that describes your brand, it’s time to understand what a huge wasted opportunity this is.

A powerful expression

After your logo, the most powerful expression of your brand is found in those words that sit there under your logo. If those words are simply a tagline or a slogan, you are wasting a huge opportunity.

Those words create the opportunity for you to capture your brand essence — the difference your brand will make in the world. Those are words that should spark a fire. Words that should inspire both those you hope to serve and all your team members.

That is a powerful opportunity. It’s not something that you can do with a tagline. Or a slogan. You need a rallying cry.

What’s the difference?

A tagline or slogan informs. At best it is a nice passing thought. On the other hand, a rallying cry is hard to ignore. It incites and inspires.