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