How to Craft Your Brand Messaging Part Two

Slogans Are A Good Example  

A slogan is that catchy phrase that is repeated over and over again in advertising pieces and campaigns. Every brand has one. 

That resource is part of a brand messaging strategy, and its role is, directly and succinctly, to generate an immediate idea about what the brand can offer to the public. 

The brand’s personality, its market, and its line of communication shape the slogan. Some other famous slogans are:

• Nike – Just do it. 
• AT&T – Your world delivered. Connecting you to your world, everywhere you live and work. 
• Tylenol – Feel better, Tylenol. 
• Red Bull – Red Bull Gives You Wings. 

Slogans are mechanisms of immediate association to brands. But they are not necessarily the only way to transmit values and offers through communication.  

Brand messaging is a combination of factors, such as language, specific terms, and the tone of voice used every time a company communicates. 

It’s precisely the repetition or standardization that will create an identity for each brand. That makes the communication effective not only to the target audience but to anyone who comes across the message.