Crafting Engaging Taglines

By: Allison Kilkenny

Have you ever wondered why certain brands have a lasting legacy while others come and go without anyone remembering them?

Numerous factors contribute to a brand’s success or failure, but crafting a memorable tagline is a great way to leave a lasting impact on consumers.

Slogan Vs. Tagline

Taglines are the short phrases we closely associate with specific brands.

A tagline differs from a company’s slogan, which is usually longer and more focused on what the company sells (slogans are usually more product- or campaign-focused).

An example of a slogan is “MasterCard: There Are Some Things Money Can’t Buy. For Everything Else, There’s Mastercard.”

Meanwhile, a tagline is a shorter phrase that one automatically associates with a brand.

For example, Nike compels us to “Just Do It!” and McDonald’s fans everywhere proclaim: “I’m Lovin’ It!”

Taglines are timeless representations of the brand that rarely change.

When crafting an engaging tagline, it’s essential to consider the purpose of your tagline, identify your audience, and remember some of our helpful tips below!

You may notice that some Write Label clients use slogans and taglines interchangeably. Since our submission tool works with a limited syllable count, it’s best to use what you learn about the brand to create a tagline, OR you can create a shortened slogan (no more than ten words) to include in your submission if a client requests that writers create one.

Consider the Purpose and Audience

First, it’s important to consider the purpose of your tagline and identify your audience. Are you writing a tagline for a business or a non-profit? Who’s the target demographic? Are they high-end buyers or shopping for athleisure? All of these factors could determine what your tagline is.

For example, L’Oreal wrote the tagline “Because You’re Worth It” with women as the intended audience. L’Oreal wants its consumers to associate their product with shiny, fabulous hair and a sense of independence and empowerment.

Considering the product/service being advertised and the audience of your tagline will help you identify the correct tone. A humorous brand like Dave & Busters will have a very different tagline than a luxury brand like Mercedes. Understanding the brand’s purpose will hopefully lead to a unique tagline that can’t be confused with another business.

Helpful Tips

Tabitha Jean Naylor outlines some helpful tagline tips at Business 2 Community. Your tagline should be “attractive, catchy, persuasive, and easy to remember.”

This may seem like common sense, but it’s easy to overwrite taglines. Fewer words can convey the same meaning in a more powerful, potent way.

For example: “I am an army of one” is less impactful than “Army of One,” and “America Runs on Dunkin Donuts Coffee” is less memorable than “America Runs on Dunkin.”

Above all else, Tabitha advises that writers keep it short and sweet:

“Keep in mind, you only have 7 seconds to create a great first impression. Within those 7 seconds, you must effectively convey a message that is easy to recall and emotionally connecting.”

What to Avoid

Avoid complicated ideas or overly wordy taglines. Abstract concepts or ramblings obscure your message.

Generally speaking, keep taglines positive. You want your audience to associate the brand with a good feeling. Consider how the tagline: “Don’t fail” is very different from “Just do it.” When hearing “Just do it,” the consumer is taken to a place mentally where they’re imagining their victory, not wallowing in their defeat.

Always keep the emphasis on your audience, not the brand.

As Ross Kimbarovsky explains in “10 Tips to Create a Memorable Tagline for Your Business” at Crowdspring:

“The most memorable taglines are about your customers, not about your company. If you focus your tagline on your company, your customers will wonder how it relates to them. On the other hand, by focusing on your customers — you’ll create a stronger brand association.”

At no point does Nike’s tagline mention them making the best shoes, nor does Apple boast of making the best computers. Instead, their tagline focuses on how the consumer feels when using the products.

Using Apple makes the consumer “Think Different.” By purchasing an Apple product, they’re changed for the better.

In addition to keeping things clipped, keep taglines timeless. Avoid slang or jargon that’s popular right now (Are people still saying YOLO?).

Crafting a compelling tagline is about tapping into the essence of your brand and distilling it into a clear, captivating summary that the consumer associates with your brand subconsciously.

Taglines are more than a short string of words and catchy phrases. They’re a brand’s voice, the heartbeat of their message, and the beacon that guides the listeners/viewers.