Do you know the brands these taglines represent? If so, it proves my point that great taglines can work on its own, without a mention of the brand name.
While logos are visual representations of a brand, taglines are audible representations of a brand. If your business name is not already descriptive of what you do, well then your tagline should be.
This blog will list a few tips on how to go about writing a great tagline for your business. However, before beginning, let’s agree on what a tagline is supposed to do.
It starts with the values and truths that make your business what it is. What do you do? How do you do it? Why do you do it?
Descriptive, inspirational or humorous, the best taglines are both a mission and an outcome. It should stand for something. A great tagline makes your business’ benefits clear to the target audience.
Start by doing your research.
What do people say about your business, product or service? List everything, being it positive or negative.
In one session, do the following: 1. List all your business features and describe every single benefit in great detail. 2. Write down any random words that comes to mind, including the negative ones. Let Thesaurus help you if you get a bit stuck. The more words, the better, even if they don’t sound right at all.
The next step is to create short phrases from all these random words. Try not to be too clever. The best taglines use very simple words combined in a way that makes you remember them. A great example is Ronseal’s tagline: Does exactly what it says on the tin. Think clear communication and remember to be truthful.
Here’s a selection of memorable taglines, to inspire you. The National Lottery: It could be you. Volkswagen: Think small. L’Oréal: “Because you’re worth it” Tesco: “Every little helps” Nokia: Connecting people. De Beers: “A diamond is forever” KFC: Finger lickin’ good. Mastercard: There are some things money can’t buy. For everything else, there’s Mastercard. Kit Kat: Have a break. Have a Kit Kat. Airbnb: Belong anywhere. Orange: The future’s bright. The future’s Orange. Wonderbra: Hello boys. Pringles: Once you pop, you can’t stop. Carlsberg: Probably the best lager in the world. Esso: Put a tiger in your tank. Interflora : Say it with flowers. Gillette (razors): The best a man can get. Audi: “Vorsprung durch technik” (“Advancement Through Technology”) Avis: We try harder. Ebay: Buy it. Sell it. Love it.
Now, which brands are these? Just do it. Think different. My goodness, my...