Create a Tagline for Your Business

What is a tagline?

A tagline is a short, powerful phrase that is permanently associated with your business. It represents the tone and feeling you want for your products or services. It is often part of your visual branding like the logo and letterhead. It stays with you all the time. It'll only change when you want to totally redefine your business. Ideally, you want to create a tagline that becomes so well known that it is instantly recognizable.

What is the difference between a tagline and a slogan?

A slogan is advertising in nature and is typically associated with a brand's marketing campaigns. A slogan is what you'd put while promoting the product on social media, print ads, or sponsored events focused on pushing sales. The main difference between a tagline and a slogan is that a slogan can change.

How do I create a tagline for my business?

An average consumer doesn’t take much time to decide whether they care about a new brand or not, so make sure you grab their attention right off the bat. A good tagline illustrates both your brand and the benefits you’re promising. Focus on what your brand offers as a whole. It’s always better to be concise rather than trying too hard to be cool.

Your tagline will be the key phrase that identifies your business, capture the essence in three elements:

  1. Your mission. Be clear, not clever. Start building a tagline with the purpose of your site. Decide what you have to offer, pick the focus of your business – and stick with it.

    • Are you setting up a blog for marketing tips?

    • Is your website about productivity tools?

    • Do you sell web content? Toilet Cleaners? Make websites?

  2. Your promise. “So what?” The answers you’ll come up with are the benefits a potential customer receives from your business – and that’s important. People always want something. By adding benefits to a tagline, you’re telling people what’s in it for them and what they get from you. Use those benefits as selling points throughout your site copy, too. Don’t harp on about how great your product or service is – tell people what benefits they receive if they buy what you have to sell.

    • Get more visitors for your blog

    • Increase meeting productivity by 15%

    • Make it easy for your customers to find your website

  3. Your brand. Make your tagline reflect your business image. Differentiate yourself from the competition. Your business has a personality, so show it. Give people a little taste of your business’s brand in your tagline.

Examples of great taglines
  1. "15 minutes could save you 15%" 

  2. “We have the meats”

  3. “The happiest place on Earth”

  4. "I'm Lovin' It"

These taglines are great because they’re so memorable you don't need anyone to tell you the brands which they represent. But just in case (1) Geico, (2) Arby’s, (3) Disney and (4) McDonald’s.

Why are taglines important?

Taglines are permanently associated with your business. A good tagline helps set you apart from other companies that provide similar products.  Taglines also have the potential to build value over time. When you use a tagline for long enough, it can become one of the most memorable parts of your identity.

Pro Tip

Look up the slogans of big and small companies and organizations and ask yourself: Does it make you interested as a customer? What would you change?

Audiences may even become more likely to remember your tagline than your company name. This can backfire, however, if your tagline is particularly dated or if it is less believable. If your tagline calls your company “the best” when you clearly aren’t, you’ll be breaking your customers’ trust before you’ve even had a chance to disappoint them.