How to Choose the Right Pay-Off for Your Brand? Here Is the Answer from Our Web Agency in Como
A pay-off or tagline is a short phrase that directly sums up the idea a brand wants to express through its company philosophy. It is the so-called "slogan" or "motto".
Every great brand has one: With Canon you can, McDonald’s, I’m lovin’ it, What would the world be without Nutella?
But why is the pay-off so important in marketing terms? Here is the answer from our web agency in Como:
Using a short phrase alongside a company's name or logo is one of the most effective and important ways to build the corporate image. Its purpose is to convey to customers (or potential customers), and make them remember, the spirit of the brand in a few concise but impactful words.
If it is thought through in the right way, the pay-off strikes the right chord to trigger consumer choices and so make people prefer your brand to your competitor's.
So how do you choose the right motto for your brand? The NewVisibility creative team reveals a few tricks!
First of all you need a clear picture of your company's image. To do this, answer these questions:
- What does my company do?
- How does it do it?
- What are my goals?
- Why is my company different from the others?
- What is my strength?
The answers to these questions will be the content to focus on in order to find the message you want to communicate to customers.
Once you have identified the concept you want to express, you need to take other essential characteristics into account:
- The pay-off must (obviously) be sincere;
- It must express emotion and touch the empathetic side of your audience;
- The message must be short, 5-6 words at most;
- The simpler it is, the more easily it will be remembered
- It must "sound good" and be easy to pronounce
- Last factor: originality! It is better to avoid taking inspiration from phrases already used by others.
If you found these tips useful, keep following NewVisibility on our social media (Facebook, Instagram and LinkedIn) and on the website to receive more like these.
And if you haven't managed to find your ideal pay-off, contact our web agency in Como, we will know how to help you choose!
