How to write a great tagline for your business

Oh how I love a good tagline! What’s not to like about the motivational Just do it. Or Because you’re worth it as the best excuse for total indulging. Not to mention the assurance you get with Every little helps, as in whatever you did is good enough.

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.

​It should be memorable and people should be able to comprehend what it means in an instant. It should have a catchy ring to it whilst also having an obvious connection to your brand. And it should be positive, you want to make people feel upbeat.

A tagline starts with the values and truths that make your business what it is, it makes your business’ benefits clear to the target audience. Descriptive, inspirational or humorous, the best taglines are both a mission and an outcome.

How to write a great tagline for your business

Keeping your company’s values and overall mission in mind, list all your business features and describe every single benefit in great detail. Write down any random words that comes to mind, let Thesaurus help you if you get a bit stuck, the more words, the better. What do people say about your business, product or service? List everything, being it positive or negative.

Just as a weight loss program will always focus on selling the future results you’ll experience, your tagline needs to communicate clear benefits. You want to sell a good night sleep, not the mattress. But don’t leave out the negative words just yet, they might trigger something humorous.

When you have exhausted the word search the real fun begins. This is where you create short phrases from all the random words you've come up with. Try not to be too clever. The best taglines use very simple words combined in a way that makes you remember them. And although it is ideal to keep it as as short as possible, some of the examples below have more than ten words and they work wonders just the same.

Think clear communication and remember to be truthful. And if you’re stuck, well why don’t you get in touch with us? I might not be a Wordle master myself but I work with people who are.

Airbnb:     Belong anywhere.
Old Spice:     The original. If your grandfather hadn’t worn it, you wouldn’t exist.
Ronseal’s:        Does exactly what it says on the tin.
The National Lottery:     It could be you.
Nike:     Just do it.
Apple:     Think different.
Red Bull:     Red Bull gives you wings
L’Oréal:     Because you’re worth it.
Tesco:     Every little helps.
KFC:     Finger lickin’ good.
Kit Kat:     Have a break. Have a Kit Kat.
Pringles:     Once you pop, you can’t stop.
Pokemon :    Gotta catch ’em all!    
Carlsberg:     Probably the best lager in the world.
Interflora:     Say it with flowers.
Gillette:     The best a man can get.
Toyota :    Let’s go places.    
Avis:     We try harder.
Sprite:     Obey your thirst.
Specsavers:    Should’ve gone to Specsavers.
De Beers:     A diamond is forever.
MasterCard:     There are some things money can’t buy. For everything else, there’s MasterCard.
Uber:     Move the way you want.

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