Taglines - Why Your Brand Needs a Tagline

Marketing Articles | August 18, 2007

A tagline is a short and zippy phrase that describes what you do for your target client. Taglines are essential to a well-rounded brand. I have often seen a well-designed company identity without a tagline and therefore without a message. Taglines add value by communicating your message to your target client and work to enhance your business image.

Think about some of the taglines you’ve heard and remember:

Nike Just do it

American Express Don’t leave home without it

Allstate You’re in good hands with Allstate

Burger King Have it your way

De Beers A diamond is forever

GE We bring good things to life

Before you develop your tagline, be really clear about the following things:

What your company really does

Who you help (your target client)

How you help them

The results your clients achieve from using your service or product.

You can pay a copywriter anywhere from $250 to $3,000 to create a tagline, or you can create one yourself with a brainstorming session and a little creativity.

Exercise:

1. Choose an Action Word from the list below. Or find your own that is relevant to you.

Action Words:

Develop, Build, Consult, Create, Focus, Grow, Earn, Live, Rest, Transform, Partner, Strategic, Keep, Confidence, Potential, Power, Productive, Progressive, Freedom, Beauty, Wealth, Time, Integrity, Solution

2. Enter Industry Words associated with your specific business. Include some words that explain the benefits of your service/product.

Your Industry Words:

My industry example: coaching, coach, business, small business, entrepreneur, make money, financial goals, prosperity

3. Combine Action Words with Your Industry Words.

Mix and match your words to form several sentences that describe what your company does with an emphasis on the results you achieve for your clients.

List your combinations here:

Examples:

Prosperity Coaching Partnering with Entrepreneurs to Build Financial Prosperity

Art Guy Home Design Creative Solutions to Redefine Your Home Inside and Out

White Glove Home Inspection There’s a Helping Hand in the White Glove

Hyperbaric Oxygen Therapy Maximize Your Healing Potential

You might notice that including one word from the business name in the tagline ties a brand together well. Other strategies include a rhyming tagline (memorable), a short and sweet tagline, and a funny tagline. Try to avoid taglines with more than 7-8 words.

A word of caution: if you are planning to expand internationally, test your tagline. There’s nothing worse than a foreign blunder: When Burger King opened in Australia many years ago, their tagline was “Home of the Whopper”. A whopper is Aussie slang for intestinal wind.

If you are still unable to come up with a tagline you like, have a Tagline Party and ask your friends, relatives, or business associates to help you.

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ABOUT THE AUTHOR

Download Suzanne's FREE REPORT "Top 5 Business Mistakes Entrepreneurs Should Avoid". Suzanne Muusers is a Business Coach and Business Expert based in Scottsdale, Arizona. She has owned or managed a business every year for the past 25 years. She is a credentialed member of the International Coach Federation and works exclusively with entrepreneurs and financial advisors who want to leave behind their lives as business workers and become business owners earning six figures and above annually.