Payoff: a very short phrase that is added to a company logo or product and that summarizes a brand’s mission, values, and philosophy in a few words.
The payoff, along with the logo and claim, is one of the key factors in the process of building a brand identity.
Let us make one thing clear right away: it is not a slogan, as many people think, but it is something more, something memorable and recognizable that will remain forever.
It must summarize (in 3 or 4 words) the value of the brand. The shorter it is, the more effective and successful it will be.
Payoff: what it’s for
The payoff is what accompanies the company logo, highlighting it and differentiating it from all other competitors.
The more catchy it is, the more it sticks in our minds. There are payoffs we will never forget, such as, “just do it” by Nike; “connecting people” by Nokia; “where there is Barilla there is home” by Barilla.
To create an effective payoff, that is, one capable of telling the brand’s values, there is a need for a branding strategy.
Without strategy there is no creativity. Remember that it will have to be specific, tailor-made for your business.
Avoid overly fuzzy concepts, but go straight to the goal: to enhance your brand and stand out from your competitors.
What does it communicate? Some brands communicate an emotion, a state of mind, a lifestyle, a strength, or a defining element.
There is no universal rule for creating the perfect payoff, it just takes intuition, lots of experience, time and careful study.
The last piece of advice: be brief (always), let simplicity do the talking, make sure the payoff aligns with the brand name, and choose the most appropriate tone of voice.