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Brand Essence vs TagLine | Part One

The brand essence is distinct from a tagline. When searching for a brand essence, it is counterproductive to evaluate candidates on whether they would make a good tagline. A brand essence represents the identity, and one of its key functions is to communicate and energize those inside the organization. In sharp contrast, the tagline represents the brand position (or communications goals), and its function is to communicate with external audience. A brand essence should be timeless or at least expected to be relevant for a long time period, while a tagline may have a limited life.

Further, a brand essence is likely to be relevant across markets and products, whereas a tagline is more likely to have a confined arena. Though it might seem efficient to have a brand essence statement that also functions as a tagline, insisting that statement candidates meet both criteria is diverting at best and counterproductive at worst.