Slogan, pay-off, tagline or motto: what's the difference?

Introduction

The one-liner meaning is easy: a (often witty) statement that is no longer than one sentence. But there are other terms that come up regularly in the marketing world. That makes it complicated, because ... what's really the difference between all these terms? Don't they all just mean the same thing? What is actually the difference between a slogan, payoff, tagline and motto? After reading the following, you'll know exactly!

What is a slogan?

So a slogan is a short phrase that gets to the heart of a brand or company, summarizing what your company or product stands for. A slogan is usually used for a campaign or promotion. The shelf life is therefore slightly shorter, as an advertising slogan can change with each marketing campaign. In this way, a brand can test different approaches to the target audience for each campaign. The goal is to excite the target audience for the campaign in a catchy way. A successful slogan can eventually become the payoff of a company or brand. Apple' s payoff "Think different," for example, was originally the company's slogan in a 1997 marketing campaign. Other well-known slogans and strong catchphrases include "Yes, the Hypothecary" and "Hello Jumbo.

Tip when you are going to come up with / invent / create your own slogan: test the success of a company's new slogan in several areas, for example with people outside the company but also in Google: isn't a similar slogan already used by another company?

What is a payoff?

A payoff is a short one-liner that is stated after a company name or brand name is mentioned or at the end of an advertisement. Consider the payoff "Gives you wings. A payoff is especially valuable when the brand name or company name does not directly describe what the brand or company stands for. This creates a feeling, identity or association with the brand. A pay-off can thus become even better known than the brand name or company name itself. Think of 'Even Apeldoorn bellen', who remembers which brand this belongs to? Also 'I'm lovin' it' from Mc Donalds, 'Because you're worth it' from l'Oréal, 'The best a man can get' from Gillette and 'Just do it' from Nike are good pay-off examples.

This is how you make sure you have a clear payoff meaning: it should be understandable to everyone, especially your target audience. Think of it as your business card. Your payoff should be easy to remember, have a clear message and stick. Short but powerful!

What is a tagline?

The difference between the tagline meaning on the one hand and a payoff and slogan on the other is a little clearer. A tagline is purely business to explain the brand name a little better. It is a descriptive text. A tagline has no intention of sticking or making you feel good. Often the tagline is next to the logo and is also listed that way on the website. It creates clarity about the company's activities. Examples are BMW, with the tagline "The ultimate driving machine," and Nokia with "Connecting people. In a few words, the tagline conveys the unique value to the audience. The difference between a tagline and a slogan is that a tagline represents the overall goal of the brand and a slogan represents the overall goal of the marketing campaign. The slogan, in turn, contributes to the overall brand message, the tagline.

Tips for a rock-solid tagline: keep it short and simple and use a USP and pleasant rhythm. Use the tagline in all communications to customers, from your logo to your email signature. In this way, the tagline quickly becomes an inseparable part.

What is a motto?

A motto is a short phrase that summarizes the core values and ideals of a brand or company. A motto is often longer than a slogan and designed to make a company's goals clear. What is important to the company and how do they want to do business? In doing so, a motto can also guide behavior, decisions or changes within an organization. So the motto meaning is broader than just the qualities being described. A motto is not used for promotion or advertising. In formal language, a motto is also often called a "mission statement. Some well-known motto examples are:

Nike: "Bringing inspiration and innovation to every athlete, everywhere in the world."
LinkedIn: "Connecting professionals from around the world so they can be more productive and successful."

This is how you describe your motto: paint a picture of the perfect world. If your company were in charge, what would it look like? And what would your customers miss if your company were no longer around? Also consider what your answer would be if they asked you the following question at a party: "What does your company actually do?" and "How do you add value and brand awareness?".

Learn more about coming up with a business name, what you can do if your business name already exists and how to register your business name as a trademark.