A tagline is a short phrase or headline that describes what your company does and echoes your corporate identity. For many companies, the tagline comes directly from the mission or vision statement and reflects why a business was started or what a business may offer that others don't. Other businesses choose taglines designed to evoke a positive emotional response.

Here are 3 things to remember when creating a tagline:

1. Make it catchy. It should be easy to say and easy to remember (e.g. “Diamonds are forever”).
2. Communicate your identity. Think about how you want to present yourself to the marketplace. If you want to be known as the low-cost provider, say it in the tagline (e.g. "Always low prices. Always.").
3. Communicate how you can help. Everything you do in marketing should communicate to your target market how customers will benefit from buying from you. Do you provide timely, reliable service? Use the tag line to let your customers know (e.g. “When you need it done right the first time").

Keeping these in mind, do some brainstorming with your creative team to generate a list of potential tag lines. Remember that the tagline can describe a selling feature of your business or simply evoke a positive feeling that's consistent with its operations.

Be careful, however, not to oversell your company or its products. If you can't deliver a product overnight, don't use 'speedy delivery' as your tagline. Also, make sure catchy tag lines don't exaggerate your capabilities: it will hurt your reputation if your customers' experience doesn't meet their expectations.

Questions about this article? Visit the 247advisor.com forum for free, expert advice.

© Copyright 247advisor.com

Top of Page