*whispers* Yusuf Taiyoooob…
How do you say ‘Yusuf Taiyoob’?
Anyone who is well-informed about the Ramadan 🌙 scene in Malaysia would know that you would have to deliver it in that enticing whisper 🗣👂 tone! In case you are not aware, the Yusuf Taiyoob commercial has graced the local radio and television stations for more than a decade now every time the holy month approaches. You know Ramadan is coming when the legendary commercial starts airing.
From a George Town office overlooking the Penang Strait, Datuk Seri Yusuf Taiyoob has grown 📈 an eponymous empire that has established him as a leading importer and distributor of dried foodstuffs in the country. It starts with a whisper. Two words, four syllables, sighed to convey immediate understanding that the holy month of Ramadan is upon us again and thoughts 💭 of a specific fruit seep into our collective consciousness.
Datuk Seri Yusuf Taiyoob stated that he created the whispering ending of the radio 📻 ad around 15 or so years ago. Most advertisements sound similar; hence, he did not want another jingle. Instead, he wanted something different and catchy.
Where someone else might have gone loud, Yusuf lowered ⬇️ the volume, hoping the unexpected subtlety would make an impression. It has since become synonymous with Ramadan, a sign that the holy month is approaching. He did not use the whispering ad for any other purpose or product as it is reserved for dates and Ramadan. Thus, making you associate it explicitly with the product and the season.
In the grand scheme of marketing strategy, coming up with a company’s tagline is rarely anyone’s first concern. In fact, as audiences’ attention spans have shortened 🤏 and the screens on which ads display have become increasingly pocket-sized 📱, some have even argued that a tagline is not necessary at all.
🏷 Taglines fulfill a very important purpose
They let you quickly and efficiently sum up what your company is all about. Imagine that a new business opens up near your house. It has a cool 😎 name and an attractive logo, but what is it that they actually do? Even if you do figure out what sort of business they are in, does their name or logo tell you anything about their brand’s personality? Taglines take out the guesswork 🤔 and make a company’s message crystal clear in explicit terms.
🏷 A good tagline helps set you apart from other companies that provide similar products
Take Allstate and State Farm, for example. Both are insurance companies, but their taglines indicate slightly different values. Allstate’s “Are you in good hands?” is indicative of safety and security.
Meanwhile, State Farm uses taglines that suggest proximity and familiarity, such as “Like a good neighbour, State Farm is there” and “We live where you live”. It is true that you might interpret those values from the rest of their marketing, but taglines boil them down to a single ☝️ statement that you are much more likely to remember.
🏷 Taglines have the potential to build value over time
It can become one of the most memorable parts of your identity when you use a tagline for long enough. Audiences may even become more likely to remember 💭 your tagline than your company name. However, this can backfire if your tagline is particularly dated or if it is less believable. You will be breaking 🔨 your customers’ trust before you have even had a chance to disappoint them if your tagline calls 📞 your company “the best” when you clearly are not.
It is a good idea to stay away from imperatives and commands when writing taglines. “Just do it” might have done well for Nike, but you are not Nike. Customers are more empowered and have more options than ever before. Hence, you are better off appealing to the benefits 👍 your customers will actually receive when they patronise your business.
Avoid taglines that say “Buy this” and aim more for “WHY you should buy this”. For example, at Company Folders, Inc., they pride themselves on being the best source of high-quality custom presentation folders. As such, they use the tagline “We know folders'' to let people know that folders are our specialty. Their customers come to them because of their expertise, and their tagline helps make that clear.
Overall, taglines help to fill in the information gaps that the rest of your marketing does not cover as effectively - be it what your product or service actually is, or why a customer should choose you over someone else. Think of a tagline as the glue that holds 🤝 your brand together. Just like here at AK47™, our tagline is “Revolution is now”. What is yours? Comment down below 👇👇👇😎.
References:
Afiqah. 2020, May 21. MSN Lifestyle.
Fernandez, P. 2019, March 20. Cover Story: The date whisperer. The Edge Markets.
Gendelman, V. 2014, November 3. Why Your Company Needs A (Good) Tagline. Forbes.
