What is the pay-off (or slogan) of a brand, what is it? and how to create one that is in line with the corporate message?
Tagline or slogan: how? some notions to know to create a proper and functional
Before starting with the heart of the article and be able to list the guidelines in order to create a pay-off worthy of an excellent copy-writer (professional who writes the texts of communication) we believe it is imperative to give a definition:
The phrase that we know as a slogan, now pay-off, accompanying the company name in most of its forms, has functionality explanatory; thus serves to define the essence of the brand.
A pay-off function must comply with the business lines, reach the target and be easy to remember, so concise and effective.
Many slogans that have made the success of the brand: just think of ava like lava (detergent), impossible is nothing (adidas), i’m lovin it (mc-donald).
To process a pay-off you can follow different paths, as in the preparation of advertising, a pay-off can leverage on the essence of the product and therefore will be informative (the example of “Ava”), can influence the character brand as the slogan of “Adidas” and refer to the particularities of the company, leveraging intangible desires observer, then type persuasive, the last case of “Mc-donald’s” we have a kind of persuasion that creates a link with the target, is based on a feeling immaterial.
Tagline or slogan: some notions to know to create a proper and functional
As in advertising graphics, even the drafting of the texts needs “un’abbozzata”; a blank page where you can enter a thousand thousand ideas that come to mind when thinking about the brand we work for is a great start, sensations, actual adjectives, adjectives for the mission. After studying business goals you can start writing about anything that comes to mind. The advice I give is to never consider this phase lost time, is actually producing physically take a sheet and a pen, often notions visual help mental processing in making connections, so we feel we can say that is a gain of time terms of efficiency.
How to create links
A good copy writer must consider the market in which the mark, taking into consideration the expectations of the target, and be inspired but not influenced by competitive offerings. The questions to be asked during the brainstorming are: what sells the company? the name needs to be complemented or needs more strength emotional type?
Take into account the type of target is essential, in which the demographic situation we have to do? what are your interests? and communication channels?
You may be facing a perfect slogan for the brand but with a language not understood by the target. Then use a linguistic code in line with the target is essential, an example of error could be to use a language too “young” for a target mature or vice versa. Our advice is always to start from the study of the target at the end are the people that must have to do with the brand to make a difference.
Finally we can move on to the synthesis: a sentence is too long is difficult to store, synthesize up to reduce to a minimum the concept is the final stage, often arduous, we can get help from the forms of speech, such as metaphors, and a good dictionary of synonyms and against …