Adjectives mean action
"Choosy Mothers Choose Jif." A tagline Jif has successfully used, without change, for over 27 years. Does that mean we don't need to review our taglines even though we're targeting a new generation? No. But it does confirm that a strong tagline which implies a suitable and unique message, doesn't wear out.
John Williams identified four elements which are essential to branding:
- Advantage - content of your message.
- Style - style of your message.
- Adjective - verbal cue to your message.
- PMS colour - visual cue to your message.
By being able to sum up your brand advantage in one word - an adjective - you build an indirect association in your client's minds. An invaluable tool to being remembered. The adjective you select should be based on the competitive advantage your brand offers. It is very tempting to stick to words such as 'unique', 'quality' or 'excellence' but consider a synonym that describes your product, evokes emotion or triggers action. Be specific. Use the one adjective consistently - in headlines for example - and create a list of appropriate synonyms to use in body copy.
It would be ideal if your customers would memorise your extensive brand statements, value, product features and benefits ... but providing one bite-sized word will prove far more effective.
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