In reality, a brand has three elements to stand out from its competitors: its name, its logo and its baseline. The baseline just like the name and the logo must be designed to convey a harmonious brand message. These three elements therefore complement each other to form a whole.
Find out in this article what the baseline is and when to use it.
What is a Baseline?
The baseline is a short sentence that evokes the image transmitted by a brand in the minds of its customers and prospects.
It can also be likened to the signature of a brand. The Americans use the word “tagline” while the British replace it with “endline” and “strapline”. The best baselines are designed to last over time in order to mark the spirits for a very long time.
💡 This is the summary in a few words of your marketing positioning.
A brand signature must therefore be rich in order to convey your state of mind to your consumers.
Choosing your baseline requires time, thought, and good word manipulation. This is why in addition to the name and the creation of your logo, our communication agency takes care of perfecting your brand identity with a Baseline.
When to use it?
A baseline is not an essential element in building a brand identity.
But it is clearly less easy to succeed in creating a strong brand identity without using a signature. It appears with your logo to give a uniform tone of communication on all your communication media:
- website (or blog, online store, etc.),
- social networks,
- business cards,
- posters, etc.
For a new company or a new activity, having a baseline is a major asset to make its positioning understood.
The latter provides information on the nature of your activity while you have a low reputation. By using it, you significantly increase your chances of creating trust and a sense of familiarity in your audience.
How to find your baseline?
Brainstorming is the basis of a good signature.
Start by establishing a list of ideas, expressions, associations that inspire you with your product or your activity. Also remember to highlight your competitive advantages.
Then sift through this long list to retain only a few nuggets to test around you. Preferably choose a neutral group, which does not work on your project.
For example, you can prepare questions that will help you determine whether the chosen baseline has the essential qualities.
The baseline, what is the difference with the slogan?
The baseline can act as a slogan, but it is not.
Although these two elements are often confused, there are nuances between the two. Explanations.
The slogan is a catchphrase for commercial purposes, we speak of an advertising slogan.
It is present in the brand’s media plan and is generally associated with an advertising campaign. Of more or less variable length, the slogan can change depending on the advertising campaign.
It is used not only for digital communication campaigns and advertising posters, but also for all types of advertising messages. These are sometimes even powerful slogans called “Powerline”, intended to sustainably accompany the brand identity.
Example : Whiter than white (Dash).
The baseline, on the other hand, plays a much more descriptive, informative role.
It participates in the construction of the notoriety and brand image of the company. It therefore plays an important role in the communication strategy.
This brand signature embodies the brand’s personality, its promise and its positioning. It carries its vision and summarizes its positioning. Indeed, the baseline lives for the brand while the slogan serves the product.
Examples: Think different (Apple) | Driving pleasure (BMW).
As we said before, the baseline participates in the construction of the brand’s identity and its promise.
It must therefore be thought of in this sense. A quality baseline has four major characteristics:
- engaging : induces a commitment and a promise that are assured.
- unique : difference is essential to stand out from others and assert your personality.
- persistent : a strong positioning is built over time. A Baseline that changes too often does not promote the creation of a strong identity that reassures and gives confidence to potential customers.
- simple : to last in the minds of consumers, it must be easy to understand and easy to remember. The average length of a signature is 4 words.