We live in an age of information overload. Nobody can remember everything, but when I say “Just Do It,” your mind immediately sees the Nike logo. Although taglines work slowly, they are practical, and their hold has staying power.
The mere-exposure effect is a psychological phenomenon in which we tend to develop a preference for things simply because we’re familiar with them.
A tagline is a one-to-five-word phrase that highlights what a business does, emphasizes your brand promise or clarifies a brand’s mission statement. You can think of your tagline as a brand’s mission statement condensed into a few words.
It can be an important part of your brand’s identity. McDonald’s “I’m lovin’ it” or Coca-Cola’s “Have a Coke, and a Smile” comes to mind. These phrases are almost as recognizable as the golden arches and the red can with white script.
Like Coke, you should use a tagline to enrich your brand’s reputation. With just a couple of words, you can elevate your brand and grab your audience’s attention by declaring who you are and what you care about.
So where do you start?
Give your tagline meaning – It should invoke your brand’s reason for being. Ex. “Where dreams come true.”
Clarity – no one should have to guess what it means. “Let’s go places.”
Benefits – Share the benefit, not the feature. “Shave time. Shave Money”
Story story story – “Like a good neighbor State Farm is there.”
How to Build a Tagline:
Start with the emotion you want to convey – The best marketing taps into people’s emotions; your tagline is no different. Ask yourself what you want people to feel when they think of your business.
Brainstorm – Begin with at least 10-15 concepts. It’s just fine if they suck; this is a volume game. The purpose is to flex your creative muscles it will get easier after the 1st few ideas/concepts.
Our attention spans are short and only getting shorter! The best taglines should feel both effortless and profound. They speak volumes without saying much at all.
You’ve Got This.