What’s the difference between a mission statement, tagline & slogan?

Are you curious to know what the specific differences are between a Mission Statement, a Tagline & a Slogan?

We’re told that it is important for us to have these entities but how can we create & establish them properly & authentically if we aren’t clear on what the similarities & differences between the three even are?

In this blog post, we’re going to break down what you need to know!


1.) What is a Mission Statement?

– The Mission Statement you create is for the people within/apart your company, not necessarily for your customers and clients. It’s for your employees & for potential investors to understand

A Mission Statement is for your employees & for potential investors to understand why your company exists. It answers: “what is the reason you are in business?”

What is the motivation behind what you do? Get to the heart of why you have created your products or services. Your mission statement should convey this.

The Mission Statement you create & establish is going to help the people who work in your company know “who we are” as a team and why they show up to work.

Examples: 

American Express: We work hard every day to make American Express the world’s most respected service brand.

IKEA: To create a better everyday life for the many people.

Amazon: To continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximise their success. We aim to be Earth’s most customer centric company.

2.) What is a Tagline?

– Your tagline is created to help your ideal clients or customers remember & connect to your brand. They are usually short sentences with a catchy emphasis.

You’ll use your tagline across your visual marketing & in your verbal messaging. When they see it or hear it, they’ll think of who you are & what you do.

Examples:

Walmart: Save money. Live Better.

Nike: Just do it.

US Marine Corps: Semper Fi.

3.) What is a Slogan?

– A slogan is used for specific, individual marketing launches/campaigns.

Your tagline & mission statement for example, are both consistent, your slogan changes for different projects you creating & the various new products or services you’re going to be selling.

Examples:

Think of political campaigns, they are short term endeavors that still need catchy language.

Barack Obama 2008: “Hope”
Mitt Romney 2012: “Believe in America”

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Build a life & business you love,
Madyson Greene

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