7 Australian Companies with Excellent Taglines [+What Marketers Can Learn From Them]
It could no secret that people which live in startup-filled cities have seen some of the wildest brand names.
And, that variety in company names makes sense. When a lot of startups in similar industries are founded in one geographic area, brands need to come up with a name that grasps attention, lightly hints at their mission, differentiates them from competitors, or encourages prospects to learn more about them.
This is especially true in Australia, which usually hosts startups from Questionnaire to Melbourne. These cities are the founding place of distinctively named startups and big companies like Sukin, Canva, plus Billabong.
While the successful businesses listed above have made their brands noteworthy and easy to recognize, their company titles only tip at what their manufacturers offer. This is why successful brand names like these also lean on taglines to give prospects a quick, crystal clear view of a brand’s general mission or purpose.
Using a great name and an effective tagline, prospects will remember your brand’s uniqueness, mission, or what types of products you offer. Then, when she or he is looking for a product in your market or space, they might consider your brand’s name and catchy tagline.
If you’re doing work in a busy startup hub like Australia, or start a business in an already packed business landscape, take note of these seven Australian companies along with taglines that stand out and set them apart from the competition.
7 Australian Companies With Excellent Taglines
“More than Money” – National Australian Financial institution (NAB)
During a rebrand in 2016, National Australian Financial institution changed its tagline from “More give, less take” to “More than cash. ”
The new tagline included a series of commercials led by NAB’s agency — Clemenger BBDO. Each ad pointed out the bank’s history, credibility, and how their financial institution still plays a positive role in impacting countless Australian lifestyles.
In the ad below — which was part of the “More compared to money” campaign — NAB invokes nostalgia by showing home video-like clips stated in this article a new-born baby because she grows into an adult, as well as the milestones her mothers and fathers will need to budget for, such as violin lessons, schooling, and take a trip:
In an interview with CMO, Andrew Knott, NAB’s Key Marketing Officer, said the particular pivot aimed to be more customer-centric.
“We felt it was time to move on from exactly what has been a very effective brand manifestation around fair value, plus ‘more give, less take’, to something that’s much more reflective of what we indicate today, but that’s furthermore consistent with our heritage, ” Knott explained. “When we are at our best is when we take time to understand customers and understand where they are from in their lives and to assist them with the financial aspects of doing so. ”
By connecting money to major living milestones, NAB’s tagline plus campaign effectively place feelings behind logistical offerings. In order to prospects unsure of where to place their money, the particular tagline makes the financial institution appear more relatable and potentially more trustworthy than additional banks with basic emotionless marketing.
“Life’s better in boardshorts. ” – Billabong
When it comes to taglines, Billabong continues there’s short and special. Knowing that most of its customers are looking for swimwear for surfing, beach vacations, or summer time sports, Billabong created a tagline just to remind people just how much fun they can have in bathing suits.
Throughout Billabong’s history, it has embraced this tagline in a number of its online and print out campaigns. Beginning in 2017, the brand began producing a Youtube . com surf series with the same phrase as its title. This one of its chapters:
Billabong’s tagline is a great example of how a bold statement in a tagline can persuade a prospect to buy a product to make their lifestyles more enjoyable. But , depending on the prospect who hears it, the tagline could also either perform up a sense of vacation-related FOMO or seasonal nostalgia.
For example , if someone lives in the cold climate and hears that life could be better in boardshorts, they might desire to go surfing somewhere hot. Or, if someone has been working long hours, they might remember a time they spent on the particular beach as a child. The emotions or memories invoked simply by this tagline might not convince someone to buy a ticket to a beachy destination. But , if they do go on vacation, Billabong might be the first brand they will remember when making beachwear buys.
“Skincare that doesn’t cost the particular Earth” – Sukin
Being a budget-minded, environmentally conscious buyer, I can attest to the fact that is actually hard to find environmentally-friendly products that will meet your skin’s health needs and don’t cost a fortune.
Sukin, a Melbourne-founded skincare brand, aims to solve for the problem above, by selling inexpensive, sustainably produced skin products. It could tagline cleverly reflects this mission with a play on words: “Skincare that doesn’t cost the Earth. ”
Aside from cleverly explaining the brand in just a single sentence, Sukin’s tagline furthermore lines up well with its overall mission.
“Here in Sukin, we’re committed to giving skincare that doesn’t price the earth. This isn’t merely a dedication to creating affordable products, but additionally with minimal cost to the precious environment. We accomplish this by thinking and acting sustainably wherever possible. Continue reading for our environmental initiatives, inch Sukin’s Brand Values page notes.
“Design anything. Release anywhere. ” – Canva
While Canva seems like a huge global company now, it had been once a startup founded in Sydney, Australia.
For those who haven’t used Canva, the website allows individual users or teams to easily create and publish aesthetically-pleasing graphic designs for websites, social media, as well as other platforms.
Because Canva is definitely artsy by nature, the brand could’ve gotten away with the overly creative tagline. But , instead, the company keeps details simple — but still incredibly effective — with, “Design anything. Publish anywhere. ”
In just four simple words, Canva describes its minimum practical product and entices each designers and artistic beginners to try its tools.
“Australians Wouldn’t Give an XXXX for Anything Else. ” – XXXX
Today, XXXX beer’s tagline simply reads “Pride of Queensland. ” However before the brand became internationally known, they had another great tagline that caught attention from Australian masses due to the light curse-related controversy around it.
For decades, XXXX — formerly known as Castlemaine XXXX — embraced Australia’s edgy spontaneity and slang with the unforgettable tagline, “Australians Wouldn’t Provide an XXXX for Whatever else. ”
The tagline, which usually cleverly uses XXXX in order to insinuate a four-letter bane word, dates back to 85. At that time, commercials would existing a longer, TV-friendly tagline associated with “Australians Wouldn’t Give a Castlemaine XXXX for Anything Else. ”
These early commercials usually showed rural Australian occupants, farmers, and construction workers getting into humorous, but dangerous, situations just to get XXXX beer. After a wild scene, the narrator would read the tagline, insinuating that Australians didn’t care so much about any other beer. Here’s one classic example:
Moving into the 1990s, the brand began utilizing the shortened headline to express a far more eye-popping message.
Although the tagline was scrapped in a mil novecentos e noventa e seis rebrand, it’s still a historically great example of what sort of company can be cheeky, attention-grabbing, and memorable while nevertheless tastefully marketing a product.
“Tastes like Australia. ” — Vegemite
For generations, a lot of Australians and Australian visitors have spread on Vegemite on to bread and sandwiches for extra flavor.
Not merely is Vegemite a common treat in Australia, but it’s also already been featured in global content such as films or TV shows that discuss the continent. And, when people who usually are from Australia see or taste Vegemite, they might ask, “What is this made of? inch
Knowing that people link Aussie to Vegemite, while also wondering what’s in the well-known snack, the brand launched, “Tastes like Australia. ” — a new tagline and commercial in 2018.
The commercial, which explains the tagline, opens with a confused person wondering how Vegemite is made. A narrator by having an Australian accent then gifts videos of Australian moments — such as sporting events, crocodiles, and destinations — along with photos of fruit-based components. Ultimately, the ad insinuates that Vegemite is metaphorically made of fruits, vegetables, mozzarella cheese, and iconic scenes of Australian pride.
“Find your thing. ” – Redbubble
Redbubble is a store chain and online store where people, organizations, or small businesses may sell clothing, art, or even other items that might be regarded as zany, humorous, or unique. When scrolling through the web site, you might find T-Shirts with lasagna cat memes on them, oddly decorated pottery or pants with sparkles or extremely colorful patterns.
Because you can buy a number of unique or funny independently-made treasures on the site, Redbubble retains its tagline broad — but still motivating.
With, “Find your thing, ” Redbubble insinuates that there’s something for everybody on the site. It also embraces that will everyone has an independent style and can look to this site for the clothes or items that will allow them to embrace their inner uniqueness.
Aside from including “Find Your own Thing” in videos such as the one below, Redbubble also includes a section with the same name on its website.
“Find your thing. inch is a great example of how a corporation with many offerings can create a wide tagline that hints what their company is about without being too vague.
Crafting an excellent Tagline
If you’ve been influenced to change or create your personal tagline, here are a few themes you can take from the Australian examples above:
- Keep it simple: You don’t need to be vague or overly clever to convince someone to check out your brand. Sometimes, simply reiterating your MVP — as Canva does — is effective sufficient to win over an market.
- Be Bold: Is your company or even product known by locals, award-winning, or potentially well-known. If so, you can try incorporating your business or product achievements into a bold phrase, like Vegemite’s “Tastes like Australia. ”
- Get clever: If you can’t cram your whole mission into a short to the point phrase, consider using an simply recognized metaphor or perform on words, like Sukin’s “Skincare that doesn’t cost our planet. ”
Want to learn more about brainstorming and crafting catchy taglines or even slogans, check out this helpful guide or download the free resource below.
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