Creating an Effective Tagline

When we think of a brand or see a familiar logo, we are often led to recall their associated taglines.

The tagline is often a short phrase that provides a message of what one’s brand or business is about. 

We all associate McDonalds with its signature, “I’m Lovin’ it,” just as we immediately pair Burger King with, “Have it your way.”

What both these companies have done is create a short, memorable and iconic phrase that consumers immediately associate with the brand.

But despite the success of both of these fast food chains, such tagline are no longer viable in today’s world.

With hundreds of brands being thrown at consumers every day, there is no more room for such generic, vague taglines.

In order to create a tagline that will survive in today’s media-crazed universe, here are a few simple suggestions:

1. Be specific.

Perhaps the most important thing a tagline should be in today’s world is specific. Considering the sheer amount of media consumers now see every day, broad taglines such as, “Better Living Today,” or “I Want It Now,” may be quickly forgotten.

While a tagline serves as a relatively simple idea of what your brand is about, it should also tell consumers what your company represents and what you can offer them.

Make sure your tagline has both a focus and a message.

Tide’s “Scared Stainless,” Halloween campaign is a perfect example. The tagline, “Stains better be scared,” was directly related to what Tide offers consumers.

2. Make it memorable. 

Having a memorable tagline is something that cannot be compromised.

The best way to create a memorable tagline is to be concise. Your tagline should be simple and straight to the point. It should also be easy for consumers to say.

Taglines that are too complex or try to express too much in one phrase are confusing for consumers. They will likely disregard them and move on.

If you really want consumers to understand or remember your message, make sure your tagline is not too long or information-packed.

De Beer's "A Diamond is Forever" Tagline is simple, but memorable.

De Beer’s “A Diamond is Forever” Tagline is simple, but memorable.

3. Grab Their Attention

Grabbing consumers’ attention is a key feature of an effective tagline!

Your tagline should stick in the minds of your consumers right away.  Even if they don’t end up remembering what you do, you’ll still exist somewhere in the back of their mind.

The best way to grab consumer attention is to appeal to their emotions or focus on something about your product that is relatable on a human-to-human level.

Understand who your target consumer is and include words in your tagline that might appeal to them.

4. Create a Call to Action

If you want a tagline that pushes consumers to actively seek out your brand (rather than one that simply floats at the back of their mind), then incorporate a call to action in your tagline.

Nike’s “Just Do It,” slogan, while simple, invokes a call to action.

The language is urgent and pressing, and inspires consumers in a way that more passive taglines such as, “Do more with less,” simply cannot.

Nike's "Just Do It," ad combines call to action and tagline

Nike’s “Just Do It,” incorporates a call to action in a tagline.

Whether you choose to take all of these suggestions into account or just use one or two of them, these tricks will have you on your way to creating a more compelling and effective tagline for your brand!

beams&bricksCreating an Effective Tagline

Related Posts

Why Your Employees Are Your Best Brand Ambassadors

Branding is an art, a science, and most importantly, one of the most crucial aspects of any business. Companies pour huge sums of money into logo design, taglines, advertisements, digital media and more to ensure that their brand stands out amongst all the others. And with good reason, too! Whether you’re an auto repair shop

SEO vs. SEM: The Difference and How Each Works

Search engine optimization and search engine marketing, or SEO and SEM, are two of the most confused terms in digital marketing. Is there even a difference? Though these terms are often used interchangeably, the answer to this question is yes. There is, indeed, a difference between SEO and SEM. Essentially, SEO is just one component

Personalized Marketing, 1:1 Communication

In the digital and technology driven age we now live in, marketers are always talking about the importance of targeted marketing campaigns. Advice such as, “get to know your target market,” and, “find out who your consumers are,” is doled out in abundance. In a society that is constantly exposed to digital media, marketers are stopping

Leave a Reply