How to Create Your Business’s Tagline

A tagline is a phrase that accompanies your brand name to quickly translate your business’s positioning and brand identity into a single line (a tagline) that means something to consumers. A tagline is meant to provide consumers with an indication of your brand and its market position in just a few memorable words.

Great taglines have a number of common attributes. When writing your tagline, see that it meets these criteria:

  • It’s memorable. You hear it, memorize it quickly, and repeat it with ease.
  • It’s short. Great taglines often have as few as ten syllables so that they’re quick to recite and easy to tuck in alongside logos.
  • It conveys a brand’s point of difference. The tagline tells what sets your brand apart from others.
  • It clarifies a brand’s market position and key benefits. Especially if the brand name doesn’t quickly communicate the brand’s offerings and distinctions.
  • It differentiates a business from all others. In fact, a great tagline is so unique that it doesn’t work when linked to a competitor’s brand name.
  • It reflects the brand’s identity, character, promise, and personality. It also needs to be believable and original.

A great tagline manages to excel on most or all of these fronts while also avoiding a couple of major tagline mistakes:

  • It invokes positive feelings without running the risk of triggering sarcastic retorts.
  • It appeals to consumers. In other words, the tagline needs to work as a consumer magnet.
  • It adds to the meaning of the brand name without repeating any of the same words or concepts.

By Bill Chiaravalle and Barbara Findlay Schenck



One Response to How to Create Your Business’s Tagline

  1. You’ve got great insights about home business, keep up the good work!

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