How to Write a Great Brand Tagline
Have you ever seen a product advertised online but had no idea what it was? Or did you notice a tagline in an email that was longer than the email’s body? Yes, us as well. Your firm might fall into the same trap if you’re not careful. Making a tagline is a useful activity because it makes you consider precisely what it is that you provide for your clients that sets you apart.
Whatever name you give it—tagline, strapline, slogan—it is the same to some extent. However, there is a minute difference between the two.
Slogan vs. Tagline
A tagline is connected to the company and is not intended to change, yet occasionally they change as the brand does. It frequently appears in your business’s visuals or logo.
A slogan is typically associated with a product and used in an advertising campaign. It is intended to evolve over time, yet a strong slogan may last for decades.
Technically speaking, however, they are different and a company may use both for different purposes. For example, Disney’s tagline is “The happiest place on earth,” but the company also uses slogans like “Where dreams come true,” “Where the magic begins,” and more. When used together, the tagline and slogan phrases are effective brand differentiators.
A tagline is the core word that characterises your company by summarising three components.
The process of coming up with a slogan doesn’t need to be as difficult as it might initially appear.
It’s simple to overthink your slogan because, like your about me page, it looks to be a significant component of your brand. But a good slogan is really rather straightforward. The most effective taglines highlight how a product or service enables users to experience extraordinary results.
The focus of the material should be on the individual you’re trying to serve and the benefits you can provide. Throughout history, there have been several theories regarding what makes a great slogan. It has a hook! It’s brief! They rhyme! The brand is mentioned!
Usually, brands concentrate on coming up with taglines that are:
- Associated with the brand
Of course, common wisdom asserts that some qualities are necessary for a tagline to be successful.
It’s not as easy as it looks to come up with a catchy phrase. There is no enchanted Don Draper who can give you the ideal line. Usually, brainstorming and iterations take a lot of time. Finding the ideal one is vital, despite the fact that it might be frustrating. However, you don’t have to completely blunder around in the dark.
Fortunately, specialists are gradually unlocking the mysteries of a fantastic tagline, greatly simplifying your life. What, then, creates a truly effective tagline? How do you choose the best one? We’ll outline all you need to know and offer our own advice on how to make your own.
Taglines are frequently overly intricate and unimpressive. A tagline may stick in people’s minds because they’ve heard it several times, but it doesn’t always make them like it more. Only three of the factors marketers believe constitute a strong slogan truly affected likability:
- message clarity
- Phrasing originality
- the addition of a benefit
Actually, this is fantastic news for smaller companies. To have a memorable slogan, you don’t have to be a giant like Nike or Apple. It doesn’t matter if you’re large or tiny. You can connect with the audience you’re attempting to reach if you can convey clarity, inventiveness, and a benefit. How then can you apply this knowledge?
Here are some tips from successful young businesspeople on how to make yours stand out
It’s a fun and creative endeavour to come up with the ideal slogan. But before you start, there are a few things to bear in mind.
Don’t rush; take your time. Make sure you have the mental space and clarity necessary to do the task successfully.
Learn to love your brand. Your slogan is only an additional manifestation of your Brand Heart (your purpose, vision, mission, and values). You cannot correctly express your brand if these are not clear to you. If you haven’t already, use our free workbook template to describe your brand’s heart.
Now, if you’re really prepared to begin developing your tagline, follow these steps to do it in a method that is (mostly) painless.
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Your actual purpose
In the world of copywriting, there’s a maxim that goes, “Be clear, not brilliant.”That’s wise advice, especially on the web, given that the majority of us aren’t the best at coming up with the trendiest sentences ever said on the face of the Earth. And this is particularly true if you’re learning to create taglines.
Be not cool. Cool doesn’t have a place in the virtual world. Visitors to your website may not be familiar with you, your company, your goods, or your services. They decide whether to remain or depart in a split second.
Don’t be smart; be clear. Create a slogan for your website and start with its objective. Choose what you can provide. Are you starting a blog to provide advice on email marketing? Is the subject of your website productive tools? sales strategies? Love songs? bathroom cleaners.
Choose your website’s emphasis, and stay with it.
Simple is best.
Taglines that attempt to communicate too much are prevalent. It will be challenging to convey the vision to your staff if you are unable to sum up what you do in three to five words. A tagline should help internal customers understand the company’s vision and goal as well as its potential for marketing success.
A benefit-driven slogan emphasises the main selling point of your company to the consumer. Remember that the ordinary customer doesn’t care if you are the most well-known name in the industry or the oldest; all they care about is what they stand to gain by picking your brand. Sell the advantage, not the feature, as the saying goes!
Naturally, you should strive for a straightforward and concise tagline, but it also needs to be memorable if you want to grab readers’ attention and get them to pay attention to your business. The best approach is to use well-known and catchy terms in a more imaginative or humorous way.
Consider a successful tagline as the glue that holds the components of your brand together and promotes your business identity. It might express a direct or indirect message. Meaningful taglines summarise the motivation, meaning, or goal behind your brand, such as “promoting love and bringing people together.” It conveys the spirit of your brand rather than merely describing who you are.
Share a Story
What is your tale? When you consider what you do, what makes you feel something? That’s where you are, whatever it is. Your slogan and logo should express this sentiment clearly. Get a competent company to work with you as well. We received enormous support from our investors, Breakaway Innovation Group, with our new branding.
List your Who, What, and Why.
Note down the services that your business provides and how you may add value. Keep in mind that when you started your business, you may have seen a need in the market and had a special value proposition to provide. To create your offering, briefly ask yourself the following questions:
- Just what do you offer?
- Just who are your clients?
- Exactly why do users utilise it?
- Briefly respond to each question.
Choose A Unique selling proposition
What distinguishes your business and your offerings over the competition? Do you help others save money? Regarding time, For how long? Be more precise. The following are some possible queries:
- What sets you apart from the competition?
- How do you assist others?
- What features or facets of your offer are distinctive?
- Why should people pick you?
Sometimes the tiniest thing—even an attitude—is what distinguishes you. See what ideas you have.
Use your creativity
Try coming up with original ways to phrase your claim.
A generic statement like “save time and money on your auto insurance” may have been used by Geico to communicate a benefit, but that is neither memorable nor distinctive. The term “15 minutes” is more significant than the word “quick,” and repeating the number while linking it to a potential 15% discount makes it remember. Instead, Geico compresses significance into a brief, snappy phrase that sticks in your brain.
This phase is condensing your responses into a single statement. It should be succinct and straightforward while also being understandable and pertinent to who you are in particular.
Consider the Lay’s slogan, “Betcha can’t just eat one,” which may be summarised as, “Lay’s potato chips are so delicious that people can’t stop eating them.”
HOW TO: 7 TAGLINE SUGGESTIONS
So how can you come up with a catchy slogan for your company? As a marketing and branding expert, I have the following advice:
- Choose one distinct feature, value, or advantage that sets your company or product apart as your single point of difference.
- Make it significant by communicating a message that will interest and be understood by your target audience.
- Make it distinct. Create a memorable phrase by using structure, rhythm, rhyming, or alliteration. Think of a unique way to say a well-known phrase.
- Keep it brief. Use as few words as you can, ideally no more than five.
- Declare it aloud. Make sure the slogan is simple to say by speaking the words.
- Include it in the creation of your logo. Create the visual identity of your company with the phrase included into the logo.
- Give it your all. If at all feasible, use a catchphrase that is unique to your company or product. If your market is local, think about putting the name of your city or state.
Taglines and slogans may make strong remarks about a brand. The advantage of employing them is that they may make your brand more memorable, imply a benefit, arouse emotion, and establish distinctiveness. Start where you are and remember that what works for a big, “Fortune 500” corporation might not be appropriate for your small- to medium-sized business. Big businesses frequently employ hazy, aspirational taglines supported by multi-million dollar advertising expenditures and a well-established market presence.
You may always change your slogan as your brand develops to reflect your success as a company while still being current.
The element is straightforward, but wordsmithing is challenging. It may be time to employ a professional marketer or organisation to assist you if you follow the above procedure but are still unable to create a catchy and successful slogan. Sometimes it’s far more effective to leave the work to experts who are very knowledgeable in the field rather than attempting to put anything together from scratch! Your investment in the process is just as crucial as design since the quality of your copywriting is essential to how your brand is positioned. Good luck to you all.