A tagline is the essence of a business. It succinctly and clearly tells a customer what a business is all about. It’s usually just a short phrase, although sometimes it expands to a couple of lines. A tagline is a business’s first impression. Hopefully, it’ makes a lasting impression. Your goal should be something that represents your business and communicates to potential customers exactly what you offer.
Examples of Success
We bet you’ll recognize all the taglines below. They’re well-crafted and most have been around for some time. But don’t just look at big business for inspiration. You can see examples of descriptive, catchy, compact taglines across the business spectrum. Being small shouldn’t stop you from making an impact.
- A Diamond is Forever—De Beers Group
- Just Do It—Nike
- Got Milk—The California Milk Processor Board
- Melts in Your Mouth, Not in Your Hand—M&Ms
- You’re in Good Hands—Allstate
Taglines and Branding
What do taglines have to do with branding? Well, they should set the stage for everything you do as a business, from marketing and advertising to brand recognition and storytelling. A tagline is your calling card—how people recognize you and how they define you. It’s the most stripped-down version of your elevator pitch. Let the public know who you are and maybe even show some of your personality. Think of a tagline as a mini advert and the glue that holds your brand together.
Writing a Good Tagline
What makes a good tagline was actually the topic of a 2014 study. Texas Tech University, Cal State Fullerton, and the University of Georgia teamed up to find out what resonated with test subjects. They found that a good tagline is memorable, likable, and relatable to the brand. But the researchers also discovered that there’s a difference between likeable and memorable. To be likeable, the message needed clarity, creative phrasing, and the inclusion of a benefit. Here are a few more tips on writing a good tagline:
- Keep it simple. You want the reader to get it right away.
- Shorter is better. Use as few words as possible to create an effective message.
- Don’t be generic. Craft something that’s identifiable within your field and specific to your business.
- Try to include a benefit
- Be original! After you have some ideas, make sure nobody else is using the same phrase.
You Say Tomato…
Tagline, slogan, logo—what’s the difference? We’re glad you asked! A tagline applies to an entire business. A slogan typically refers to a specific product, branch or campaign within a business. A logo is a graphic symbol used as a visual representation of a business. Sometimes, “tagline” and “slogan” are used interchangeably.
A tagline is just part of what defines your company. When it comes to corporate video, we work with clients to reinforce the idea behind a business. We can include any facet of a company’s branding to keep video consistent with the rest of their marketing portfolio. Call us today for a free quote.
This blog was originally posted in 2014 and has been updated for accuracy.