The tagline vs. the positioning statement

From time to time, we've been called upon to clarify confusion surrounding two valuable parts of brand strategy – the tagline and the positioning statement. While some people consider these two things the same, they are different. And here are four important reasons why...

1. Audience. A positioning statement is aimed at your internal stakeholders, whereas the tagline is targeting your customers.

2. Purpose. Your positioning statement provides direction to your business and is the basis for all marketing efforts. Your tagline sums up your brand and helps you connect with your customers.

3. Communication. Because you're speaking to two different audiences, the language you use in each should be different as well. A tagline is a short, compelling statement that sums up your positioning statement in a way that attracts your customers. Your positioning statement is a more intensive description of your place in the market, why you are unique, and where you are headed.

4. Timing. The positioning statement should always come first. Only after you have clearly identified what your product/organization is, does, and for whom, can you develop a strong and meaningful tagline.