![]() ![]() This article was originally published on Likeable Media's Blog.Definition: Microcontent is a type of UX copywriting in the form of short text fragments or phrases, often presented with no additional contextual support. ![]() You want to give your tagline time to build up in your audience's mind and be remembered. Be inconsistent - You don't want to change your campaign tagline midway throughout the campaign or change your business tagline more than once a decade.Showcase what's special about your company. Avoid using clichés or imitating other brands - This will make your business and/or campaign come off as unoriginal and not meaningful.Numbers, however, are completely acceptable to use. Don't use symbols in your tagline - If you're looking to use it on social media, or as a hashtag, this will break apart your tagline.At the same time, if you're going to make your tagline into a hashtag, don't make it so long that it's inconvenient to type. Don't make your tagline short in fear of being "too long" - Longer taglines often have a better rhythm and syntax and can more easily embody your brand or campaign's voice.Buzz words tend to be so common that your audience will gloss over your tagline and your campaign will get lost in the shuffle because of the over-use of these popular words. Stay away from buzz words - Your tagline should add value to your brand for your audience.Many times, your perspective will be significantly different to that of your clients or customers, so it's important to get an understanding of how they will react to your new slogan. Test your tagline - Before going all in on your commitment to your chosen tagline, do a test with your target audience.Consider how you'll use your tagline - Will it be used as a hashtag as well? What about on in store signage? Make sure your tagline can be applicable no matter where you plan on putting it.Tell a story - Make sure your tagline has enough emotion tied to it to enable your audience to paint a picture with your words. ![]() Make what your business does or what your campaign is about crystal clear - You don't want anyone to read a tagline and be confused about what you're trying to sell or what your company offers.Your initial ideas may be too close to other taglines (a DON'T that will be touched on later), so it's important to allocate a fair amount of time for this process. Hold a Brainstorm - This process will be different for all companies, but in order to get any creative ideas and options on the table, you need to come together.Here are some key tagline Do's and Don'ts I learned from the process. The research lead me to some interesting insights that I think are important for brands to consider when selecting a tagline for their newest campaign, or even their business in general. Once we'd come up with some good examples, we tested them out with the brand's target audience to measure their response, and once our tests concluded, we then presented our recommendation of which tagline to move forward with. ![]() Recently, a client tasked our team with proposing some new taglines for their company. ![]()
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