What’s in a Tagline?

September 15th, 2011 Written by

Anyone who has ever gone through the experience of developing a company tagline knows just how difficult this process can be. How do you deliver a memorable message in a single, short sentence?

To develop an effective tagline, just like with any branding strategy, you must start by spending some time getting to the core of what your business is all about. Focus on not only what you do, but also how and why you do it. The How and Why of your business is typically your point of differentiation.

A tagline should not be humble. Use powerful words that connote emotions beyond the word’s definition. Developing a company tagline is not for the faint of heart.

Here are some tagline dos and don’ts:

  1. It should be no longer that seven words. Remember: the shorter the tagline, the better.

  2. If your company name is not descriptive of what you do, then your tagline should be.

  3. It must be used consistently, on all marketing materials, for no fewer than three years.

  4. It must be unique to your business. It cannot describe any of your competitors.

  5. It avoids using trite or predictable words like “customer-driven” or “friendly.”

  6. It should be true. It should be the soul of who your company already is or aspires to be.
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