Do you have a compelling Tagline?
A. We don’t have
B. We have a bland tagline.
C. We have a descriptive tagline, but it may be a bit too long.
D. We have a professional, memorable tagline that effectively describes our business.

We have a professional, memorable and compelling tagline that consistently appears on all our marketing materials and reinforces our brand with existing and potential customers.

[A=0, B=1, C=2, D=3 & E=4]

Why is this question important?

Taglines are probably the second most noticeable element of a business identity.  With just a few words, a tagline must be understandable, summarize the product of service offering, build trust, or incite to buy. A tagline is a ‘catchphrase’ for your business. Sometimes referred to as ‘slogans’ or ‘straplines’, they are frequently used in advertising, signage and all promotional material.



“We Try Harder”   Avis Car Rentals

“Guinness is good for you”   Guinness

“The ultimate driving machine”   BMW

“Think different”  Apple

“America runs on Dunkin”  Dunkin Donuts



“We bring good things to life”  General Electric

“Eat Fresh”  Subway

“Finger-lickin’ good”  Kentucky Fried Chicken



If your brand is very well-known, sometimes the tagline can function as a headline as well.

What makes a good tagline?

When choosing a good tagline there are many important attributes to consider:

  • Memorable
    Memorability has to do with how easy the line can be recalled unaided.  The big picture should be told in the advertisement.  The more the big idea is reflected in the tagline, the more memorable it will be.  A good slogan should recall the brand name, and ideally, the brand name should be included in the line, as does “Coke is it!”
  • Key Benefit
    A good tagline should include a key benefit.  One of the golden rules in the world of marketing is to ‘sell the sizzle, not the steak.’  This means to sell the benefits, not the features.  Since the tagline is the take-away, the opportunity to include a key benefit should not be overlooked, “Polaroid: The fun develops instantly”
  • Differentiate the Brand
    The tagline should highlight a characteristic about the brand that sets it apart from its competitors.  A good tagline includes your unique selling proposition.  What do you do?  Why should people care? Tell them in the tagline.
  • Recall the Brand Name
    If the brand name isn’t included in the tagline, it has to be firmly suggested.  One of the techniques used for bringing in the brand name is to make the tagline rhyme with it, or to use a rhyme and mention the brand name.  For example “A Mars a day helps you work, rest, and play.”
  • Convey Positive Feelings
    An effective tagline should convey positive feelings about the brand, “Vauxhall: Once driven, forever smitten” is an effective example of this.  Studies show that negative advertising is hard to justify, and publishers will tell you that negative book titles don’t sell.
  • Not be Usable by a Competitor
    A competitor should not be able to substitute their brand name into your tagline.  Poor examples of this are companies that use the slogan “Simply the Best.”

Developing a Tagline

A good tagline is not just a motto, a proverb, a saying or a long-winded mission statement. It’s got to be fairly concise, usually seven words or fewer. And it should reflect how your company is positioning itself against your competitors. A great tagline is like the exclamation point at the end of a 30-second elevator pitch.

When developing a tagline you should sit down and ask yourself some core questions about your company:

  • Who are you?
  • What are your values?
  • Your vision?
  • Your corporate culture?
  • What nouns and adjectives would you use to convey your brand’s promise and its solution?
  • What words might your customers use to describe your company?