Creating A Tagline That Packs A Punch

Great taglines immediately call the brand to mind. They remind you of the brand and what it stands for. The phrase I m Lovin It evokes the golden arches and those who love tasty food that is convenient and easy on the pocket.

In this article, we ll address three critical questions:

  1. What is a tagline?
  2. Do you need a tagline?
  3. How do you create a tagline?

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What Is A Tagline?


Before you decide whether a tagline is important for your business, let s talk about what it is. A tagline is a memorable statement that represents your brand. Great ones tell a short story that stands the test of time. They sum up in seven words or less your business.

  • Nike: "Just Do It." Connecting with audiences beyond sports, telling them if they wanted to do something, they should just do it. Nothing should stop them.
  • Bounty: "The Quicker Picker Upper." Built like no other paper towel. Each sheet is more durable, more absorbent, softer, and thicker than anything else.
  • M&M s: "Melts In Your Mouth, Not In Your Hand." Keeps my hands clean vs. other treats which make a mess in my hands. And it melts in my mouth, enticing my taste buds and making me crave it.
  • Las Vegas Convention & Visitors Authority: "What Happens In Vegas Stays In Vegas." The freedom to be someone we couldn t be at home. The freedom from whatever we wanted to leave behind in our daily lives.

A tagline is NOT a slogan. A slogan is a memorable statement that represents a particular product vs. focusing on the brand as a whole like a tagline.

Why Do You Need A Tagline?

When done right, a good tagline has the following major benefits:

  • Increases brand awareness
  • It differentiates your brand
  • It s memorable
  • Improves brand recall
  • Reinforces your brand identity

Beware! A bad tagline can detract from the memorability of your brand.

How To Create A Tagline

  1. Your Mission: Be clear, not clever. Start building your tagline based on your purpose. You can see how General Electric s tagline, "Imagination at Work," is based on their mission, to invent the next industrial era, to build, move, power, and cure the world.
  2. Your Promise: So what? Consumers are swayed by benefits, not features. Tell people what they will receive if they buy your product/service. Dollar Shave does this well with their tagline, Shave Time. Shave Money.
  3. Your Brand: Reflect your brand image in your tagline. For example, Disney s tagline is the happiest place on earth, tying into their brand focus to entertain, inform, and inspire.

Creating a tagline that packs a punch takes time, strategy, and creativity. It s an essential part of the brand-building process. Start building your leadership brand today. You ve got this!