Meaningful Messages

When it comes to getting a key message about your brand out to a consumer, you have about 2 seconds to make an impact.

This leads to a very important question: "What can I say about my brand in 2 seconds, that will captivate my target audience?"

As if that isn't a big enough challenge, consider this: Forrester research shows that in today's world, 74% of consumers don't trust advertising.

What it boils down to is you need a tag line that is going to generate some curiosity. It also has to be honest. Generic claims that suggest the superiority of your product is probably not going to strike a chord with today's skeptical consumers. More importantly, it is super-important that you relate to your demographic.

To put this in perspective, let's look at a couple of good and bad examples:

Brand: Subway Restaurants
Target: Consumers looking for a quick dining experience with healthier options.
Tag line: Eat Fresh
Verdict: GOOD! It's so simple that you can't miss the message. It's food. It's fresh.

Brand: Yoo-Hoo Chocolate Drink
Target: Truthfully, I'm not entirely sure. Mainly because the thought of a chocolate drink (that isn't chocolate milk or a shake) seems really gross.
Tag line: America's favourite chocolate drink
Verdict: BAD! What were they thinking? First of all, what does this tell me about a product that is new in Canada? Secondly, why would I drink something just because it's America's favourite? It's no wonder Yoo-Hoo's presence in Canada came and went so quickly.

Brand: Lakeport
Target: Value conscious beer drinkers
Tag line: Great beer. Fair prices.
Verdict: Good. There is so much competition in the beer market and everyone has a gimmick. Lakeport keeps it real. Their tag line says: "This is who we are. We don't need to lure you in with a wild contest or a bikini-clad girl". While I'm not the buck-a-beer demographic, I appreciate the honesty.

Brand: Volkswagen
Target: Depends on the model.
Tag line: Das Auto
Verdict: BAD! We get it. You're German. It blows my mind how VW went from the formerly awesome "Drivers Wanted" to this! Sure, there was a time when we all believed that German engineering was the be-all and end-all of auto manufacturing but those days are over. Heck, the Hyundai Genesis is getting rave reviews all over the place and 10 years ago nobody who could afford more gave Hyundai a second glance. The auto industry is changing and VW needs to find a better way to engage perspective buyers.

It's not easy, but since you can't constantly re-brand, it is essential that you get your tag line right the first time.