If we say: ‘everything for a smile’, what do you say? Coolblue, of course. Does the Q-Music jingle come to mind when you read: Q sounds better with you? And what do you think of when you hear ‘Just do it’? Nike without a doubt. The role of a pay off is significant when you want to build a strong brand. Because in a split second it says everything about a brand. But how do you capture that brand promise in a few powerful words? What is the key to success? Discover the power of a strong pay off!

First, align on the same page; what is a pay off?

To understand the power of a pay off, it is first important to get a good sense of the concept. A pay off is a short, powerful slogan that accompanies a brand or company name. It is part of the brand identity and supports its recognition. Just like a logo and a corporate identity do. Developing a good pay off is therefore also a challenging process. Often a brand uses a good pay off for years because it is connected to the ‘why’ of an organization. The core, the essence, the values. This makes a strong pay off immediately the most important sentence in communication.

A tagline, slogan, pay off - these are the differences

In the world of communication, the terms are often used interchangeably. Generally, everyone understands what it’s about; a powerful phrase, slogan, or sentence that tells a bit more about a brand. But if we zoom in a bit more, all three terms have different purposes. To understand the power of a pay off, we will therefore take a closer look at these three marketing terms.

Pay off: as previously described, a pay off is a catchy phrase that follows a brand name and thus strengthens the brand identity. A pay off is part of positioning your brand and therefore radiates the core values, the mission, and the vision of a company or brand. But more importantly; it communicates the USPs and contributes to a unique position compared to competitors. Example: Red Bull gives you wings.

Tagline: a sentence that gives further explanation about the activities of a company or brand. Taglines are often found on websites because it quickly clarifies what the visitor can expect on the site. Example: Efteling, a world full of wonders.

Slogan: a powerful phrase that fits within a campaign. The lifespan of a slogan is often shorter than that of a pay off. It communicates the core message of a campaign and contributes to a higher communication goal, such as informing or prompting action. Example: Not because you have to, but because you can - Tele2.

Checklist: how to create a powerful pay off

Developing a convincing pay off is not something to be taken lightly. It is an interesting process that brings an organization back to its core. There are often pay offs that are too vague, very generic, or simply boring. How do you make it impactful? These 5 tips will help you on your way.

1. Get to the core
   Many organizations know what they do. They also know how they do it. But why? That is often a tougher question. Before you can develop a strong pay off, you first need to tackle this question. Discover the added value of your company and what role a service or product fulfills.
   
   A strong pay off succinctly communicates a brand promise. Therefore, first get to the core before you start coming up with fun, catchy phrases. A good example of this is: Auping nights, better days. With the succinct words, it is immediately clear what the brand's promise is and what value it adds.
   
   

2. Provide a clear story
   It’s then an art to translate that brand promise into clear language. Find the right words. Let them steep. Let it simmer for a bit. And check again later if it says what it needs to say. Many pay offs remain vague or consist of empty words. A good pay off consists of clear language. For example Apple, think different. Or: KFC, finger lickin’ good.
   
   

3. Be short, but powerful
   The most effective pay offs are concrete and simple. This ensures that consumers remember the message better. Moreover, short sentences are clear. They create little noise and get to the point. Therefore, make sure that the new pay off for your brand is concise. This way the phrase sticks better. Additionally, there is also a practical advantage: on a shop window, a flyer or business card you sometimes have limited space. In combination with the logo, you also want to ensure that the pay off isn’t too small and thus unreadable. Cut unnecessary words and make it concise. Then you have the best chance of success. Just think of: Canon, you can.
   Or: Echt Hema.
   
   

4. Differentiate the brand
   What do other brands promise? And how does this make your brand different? Communicate with a pay off the unique benefits that the brand offers. Also, ensure a differentiating message in the pay off. Choose especially positive benefits and wording. Research shows that the best pay offs use positive words or a creative twist. The result is a cheerful feeling for the target audience and therefore a positive brand association.
   
   

5. Make it musical
   Good copywriting contains rhythm. A melody. And this element is more important than ever when it comes to a pay off. The world's most famous pay offs are etched in your brain like a jingle. This contributes to recognizability, but of course also to a strong brain position. Experience the effect for yourself.
   
   A pay-off karaoke:
   • I’m lovin’ it - McDonald’s.
   • Kruidvat, always surprising, always affordable.
   • Carglass repairs, Carglass replaces.

A pay off creates a momentum for the brand promise

The development of a pay off forces an organization to concretize its identity. A pay off is, in fact, a type of shadow for your brand name. Only a brand name often communicates insufficiently. That is why the pay off serves as a bridge between the brand and the consumer; it creates that attraction. And hopefully, ultimately a stable relationship or even a unique brain position. The result? A good pay off is therefore incredibly powerful for your brand.

Developing such a powerful phrase requires attention. You need to ask a number of critical questions. Brainstorm. Make choices. SowiesoHelder regularly guides such processes with the BRAND ACCELERATOR®: a co-creation session. In this process, we tackle interesting communication issues, such as creating a consistent brand experience, developing targeted campaigns, or forming a brand strategy. Curious what we can add to your issue? Contact us without obligation.