Have you ever heard a catchy phrase that instantly reminded you of a brand or product? That’s the magic of a tagline. But, what is a tagline and what’s the secret to making an effective one? That’s where this guide comes in.
We’ll be covering the importance of a tagline to both personal and business branding, show examples of winning taglines, and how you can harness tagline magic for yourself. Let’s jump in.
What is a tagline?
A tagline is a short, memorable phrase that encapsulates the essence of a brand, product, or service. It serves as a brief representation of the brand's identity and values, mainly used to create a lasting impression in the minds of consumers.
Think of it as the brand's verbal logo — simple, catchy, and impactful.
Why is having a tagline important?
Taglines can help your business stand out from the competition in a few different ways:
- Instant recognition: A well-crafted tagline can help audiences immediately recognize your brand. Think of some of the most famous taglines, such as Nike’s “Just Do It” or Apple’s “Think Different.” These short phrases instantly bring a brand to mind.
- Clear, consistent messaging: Another important benefit of an effective tagline is that it can help clearly communicate your brand's goals. It’s like an elevator pitch to explain your business.
- Memorability: A good tagline is “sticky” — it stays in people’s minds. This memorability can be very valuable, especially during the purchase decision process.
For a real-life example of how a tagline can embody these traits, think of the tagline for M&M’s: “Melts in your mouth, not in your hands.” It’s catchy, brings the brand to mind, and clearly communicates what makes M&M’s unique.
Best types of taglines and examples
The best taglines are quick, clear, relevant, unique, and timeless. But when it comes to the best type of tagline for your brand, there are some options to choose from. Here are some of the more common types of taglines:
- Descriptive taglines: These taglines do exactly what the name suggests — they describe a business, product, or service. An example of this would be “The Ultimate Driving Machine” from BMW, describing what you can expect from their vehicles.
- Imperative taglines: An imperative tagline gives a command or provides a call to action. These taglines are meant to encourage the audience towards an action or mindset. Nike’s “Just Do It” is a good example of this type of tagline.
- Superlative taglines: A superlative tagline is meant to position a brand as the best in its category. Budweisser’s “King of Beers” is a good example here.
- Emotive taglines: These taglines aim to connect with an audience through emotion, focusing on feelings or experiences. Disneyland’s “The Happiest Place on Earth” is a prime example.
- Evocative taglines: These are intriguing or thought-provoking taglines, meant to create a sense of curiosity or wonder. Apple’s “Think Different” tagline is simple and encourages innovation.
- Clever/playful taglines: These taglines often use wordplay, puns, or humor to gain attention. An example of a witty tagline could be Bounty’s “The Quicker Picker Upper.”
- Aspirational taglines: Aspirational taglines aim to inspire a better future or higher state of being. L'Oréal’s "Because You’re Worth It" is a good example, empowering customers by affirming their value.
How to write a catchy tagline
Now that we’ve had a brief overview of why your brand could use a tagline and some examples of successful ones, let’s break down the steps to making your very own tagline as well.
1. Understand your brand
Before starting your brainstorming process, it’s important to understand your brand. What are your brand values? What is your mission? What vision of your brand do you want to portray? A tagline should align the answers to these questions.
2. Know your audience
Who are you trying to reach? Knowing who your audience is — including their demographics, interests, and pain points — will help you better create a tagline that speaks to them.
3. Identify your unique selling proposition (USP)
Your unique selling proposition (USP) is what sets you apart from your competition. As such, your USP is a key ingredient for your tagline.
4. Keep it simple
A tagline should be easy to remember and understand. Aim for a short, concise phrase — typically no longer than seven words.
5. Be consistent with your brand voice
Whether your brand voice is playful, professional, or authoritative, your tagline should reflect that tone. Consistency helps reinforce your brand identity.
6. Focus on benefits, not features
Highlight the benefits your audience will receive from your product or service, rather than just listing features.
7. Make it timeless
While it might be tempting to use trendy language or current topical references, a timeless tagline will have more staying power and won’t require frequent updates.
8. Incorporate a call to action (if applicable)
Sometimes, a subtle call to action can make your tagline more engaging. Whether or not this fits your brand ties back to our first tip, though, as not every type of business will benefit from a motivational call to action in the tagline.
9. Test your tagline
Once you have a few options, test them with a small audience. Gather feedback to see which tagline resonates the most.
10. Iterate and refine
Based on the feedback, refine your tagline until it feels just right. Don’t be afraid to go through several iterations to get it just right.
How to include a tagline in your logo design
Now that you’ve crafted the perfect tagline, the next step is to incorporate it into your logo. Here are some tips to help you integrate your tagline effectively.
1. Consider color options
Your brand’s personality shines through its colors. Understanding color combinations helps create a logo that communicates your brand and reinforces your tagline.
Before choosing colors, consider the emotions you want to evoke and how you want consumers to react.
The key to mastering color combinations is simplicity. Stick to two or three colors; if using three, choose two shades of one color and a contrasting third color.
In this example, the logo and tagline share the same color, while the company name is a darker color. The company’s focus is sustainability, so a muted, earthy color palette helps to convey this business value to the viewer.
Interested in creating your own logo with a tagline? Try GoDaddy’s free logo maker!
2. Font and font size matter
When deciding on how to add your tagline to your logo, you’ll want to differentiate your company name and tagline with distinct fonts, but choose carefully. Busy or clashing fonts can make your logo convoluted and hard to read.
The main rule for pairing fonts is contrast. Contrasting fonts help establish a visual hierarchy, guiding viewers to your key elements and adding interest. For example, pair a serif with a sans serif, or a script font for your company name with a minimalist font for your tagline. Varying weights and sizes also create contrast.
This example shows the logo with a script font and the tagline with an uppercase, minimalist font.
3. Maintain a balance between the logo and tagline
Your tagline should also be smaller than your business name, adhering to the principle of visual hierarchy that we mentioned earlier. Balance includes considering the spacing between your logo and the tagline.
The tagline stands out in this example while maintaining balance and proper spacing with the logo itself.
4. Your logo should be flexible
This point ties in with many of the principles we’ve discussed above, but when adding your tagline to your logo, keep in mind the other mediums and formats that your logo might appear in. From business cards to billboards, make sure that your logo and tagline are flexible enough to work at any dimension.
The role of taglines in marketing strategies
Taglines play a key role in advertising and promotional materials by condensing the spirit of a brand in a memorable and concise phrase. They serve as a quick, catchy way to communicate a brand's core values, personality, and promise to customers. A well-crafted tagline can enhance brand recognition, evoke emotional responses, and differentiate a business from its competitors.
Taglines can also serve as a verbal logo, often becoming synonymous with the brand itself. They help to distill a brand's identity into a few impactful words, making them a powerful tool in any marketing arsenal.
And, if your brand is planning to promote your business online, taglines can also give your SEO efforts a boost. For SEO, taglines can enhance keyword relevance and improve search engine rankings when integrated thoughtfully. They also often become part of meta descriptions, helping to attract clicks by summarizing what your brand or page offers.
Conclusion
Creating a memorable tagline is an art that combines clarity, creativity, and a deep understanding of your brand. By following these steps, you can craft a tagline that resonates with your audience and stands the test of time. So, get brainstorming and let your brand's unique voice shine through!
FAQs about taglines
What should a tagline include?
A tagline should include a few essential elements to be effective:
- Clarity: It should convey what your brand is about or the core benefits you offer.
- Memorability: A great tagline is easy to remember and sticks in people's minds.
- Brevity: Keep it short and sweet; ideally, it should be just a few words.
- Uniqueness: It should set your brand apart from competitors and reflect your unique value proposition.
- Emotion: A compelling tagline often evokes an emotional response, creating a connection with your audience.
Can a brand have two taglines?
While it's uncommon, a brand can have two taglines if they serve distinct purposes. For instance, a company might use one tagline for its overall brand identity and another for a specific campaign or product line. However, it's crucial to ensure that both taglines complement each other and don't confuse the audience. Consistency and clarity are key to maintaining a strong brand message.
What are the differences between a tagline, a slogan, and a catchphrase?
A tagline is a concise, memorable phrase that represents the essence of a brand or company. It's used consistently across all marketing materials to reinforce brand identity. Conversely, a slogan is often campaign-specific and can change more frequently; it's designed to promote a particular product, service, or initiative. A catchphrase is a memorable expression often associated with a person, character, or pop culture phenomenon, designed to be catchy and repeated.
What are the main rules for crafting a perfect tagline?
The main rules for crafting a perfect tagline are:
- Keep it short and simple: Aim for a brief, memorable phrase.
- Be clear and direct: Convey your message without ambiguity.
- Reflect your brand's unique selling proposition: Capture the core of what makes your brand unique.
- Incorporate a benefit: Highlight a key advantage or value proposition.
- Ensure it's timeless: Avoid trends that may quickly become outdated.
What to avoid when choosing a tagline?
When choosing a tagline, avoid being too vague or generic, as it won't stand out or describe your brand accurately. Steer clear of overly complex or lengthy phrases that are hard to remember. Additionally, avoid clichés or overused expressions that can make your brand seem unoriginal. It's also wise to ensure your tagline doesn't inadvertently carry negative connotations or cultural insensitivities that could alienate potential customers.
What are some examples of personal taglines?
Personal taglines are short, memorable phrases that capture an individual's unique value or personality. Examples of personal taglines include:
- "Innovative problem solver and creative thinker."
- "Passionate advocate for sustainable living."
- "Empowering others through technology."
- "Turning ideas into impactful actions."
- "Your go-to expert for digital marketing."
Disclaimer: All trademark rights belong to their respective owners. Third-party trademarks are used here for demonstrative and educational purposes only, use does not represent affiliation or endorsement.
