When crafted with care, a tagline or slogan can keep your brand top of mind for your customers. Find below some useful tips for creative professionals on how to create a memorable and powerful tagline.
- Keep it short and simple
You only have a few moments to get a customer’s attention, so don’t try to say too much and keep your brand slogan under 9 to 10 words. A memorable tagline should stick after only hearing it once! Wheaties ‘The breakfast of champions’ can be counted as a classic example.
- Make it personal
A tagline sets your brand apart from others and should capture the personality of your business and connect with your customers. You are unique, and so are your customers! L’Oreal perfectly showcases this with their slogan ‘Because You’re Worth It’ – their customers only deserve the best beauty care products, and that’s what they are offering them!
- Focus on timelessness
When brainstorming for a slogan, you want to come up with a proposal that can last for generations – so keep in mind that times might change and the words in your slogan need to be durable. A timeless example is McDonald’s ‘I’m Lovin’ It’, as this tagline recalls a feeling rather than a (time-limited) feature.
- Focus on what differentiates you
Think about what makes your brand special: what are you doing differently to your competitors? What sets your brand apart from others? Figure out what your unique selling proposition is, and dare to use it. Lush’s ‘Fresh Handmade Cosmetics’ delivers their positioning in a pure, simple form—just like their natural, cruelty-free products. Incorporate what makes you special into your slogan!
- Make it self-contained
You want a slogan that explains itself straight away to your audience and doesn’t require additional context. A good tagline is original, but also functional, as it should explain the unique value of your company as clearly as possible. For example, KFC’s ‘Finger Lickin’ Good’ explains it all without even mentioning the brand’s name.
- Pair your tagline with a logo
For maximum effect, you could pair your tagline with a memorable and smart logo to create a balanced combination. They should complement each other and tell a joint story to the customer. Nike’s ‘Just Do It’ perfectly compliments the big ‘check icon’ that marks their logo, and figuratively ticks off the ‘I just did it’ box.
Creating the perfect tagline for your business is difficult and it may take multiple attempts to achieve success – but you got this! Need a little help to get started? Try using BRAINSTORM Online to help your team set up the perfect branding exercise in the blink of an eye!