According to Wikipedia, a tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product, or to reinforce the audience’s memory of a product.
I like the way Copyblogger puts it as well: “A tagline is the key phrase that identifies your business by capturing the essence of three elements:
- Your mission
- Your promise
- Your brand
A tagline expresses your company’s most important benefits and/or what you want your customers to remember about working with you. Think of it as the words you want to linger in your customer’s mind reminding them who you are and what you have to offer.
Great taglines appear to be effortless sometimes. But that does not mean you should not think through this and take the necessary time to come up with the right wording. Just like designing a great logo or website, these things take careful thought and preparation.
My own tagline is “A passion and eye for design”. It tells potential clients that I am passionate about what I do – the graphics I create, the websites I design, the clients I work with. It also shows that am credible, capable, and I am good at what I do.
What does your tagline tell people?
A Great Tagline is Memorable
Nike says, “Just do it.”
Disney says that they are the “Happiest Place on Earth.
Burger King says that you can “Have it your Way”.
All State tells you that “You Are In Good Hands”.
A tag line or slogan is quick and to the point. Its power is obvious as it grabs your attention and tells you about the company, who they are and what they offer. It sticks in the mind and that is exactly what you want to do for your clients.
A Great Tagline is Simple
I have created logos for clients where they want a terribly long and confusing tagline added. A tagline should never take the focus away from the business name. It should compliment it. How about taking a couple keywords that sums up your business like this client did:
Or how about just giving a quick explanation about you / your business like this client:
A Great Tagline Inspires / Sparks an Interest
I found this photo online from a company called Symrise who created this graphic to show their new tagline change. It really says it all and I think this goes for all of us who own our own businesses. We need to inspire our clients.
Here is a logo that I recently did where the message is clear and it also is inspirational.
Here are some key points you will want to consider when coming up with your core message or tagline.
- Who is your Target Market – Consider your market’s values, beliefs, business interests and buying characteristics. For example if you are targeting stay at home moms, you may want to use a tagline that has the words mother, budget, family, time-saving or something of that nature. In other words you want to use words that will spark an interest for a mom.
- Problems Potential Clients Face – What typical problem, dilemma, or challenge is your client facing that would make them seek your help? Whenever you target a market you want to be sure to target them according to a problem they may have. There is always a problem that needs to be solved. Good phrases/words to include are ease, simple ways, helping you, etc…
- Solution to a Potential Clients Problem – How are you able to the problems of those within your target market? What results do you produce when working with clients? Of course if you are targeting a specific problem, you need to have a particular solution. Your tagline needs to easily show how you plan to solve it.
If you are able to incorporate the above elements to the core of your tagline message it will help not only the consumer but your planning strategy as well. Just remember these key points:
- Capture the essence of your mission, your promise, your brand
- Portray a clear message
- Create something that is memorable/ sticks in the mind
- Keep it simple
- Inspire / Spark an Interest
- Plan it out first / think things through