It can be challenging to put a true value on coming up with a catchy slogan or creating the ideal tagline that characterizes your brand and firmly establishes it in the minds of your customers.
However, given how successful some of these most enduring brand slogans and taglines have been at grabbing the attention of new customers over the years, it’s impossible to deny that they can be held accountable for millions of dollars in comparable advertising spend (or possibly more).
Not to mention the benefits of having a memorable slogan or tagline in terms of encouraging repeat business from customers who have already used your brand.
If you can develop a memorable slogan that people want to share, can’t forget, or that they mentally associate with a particular need in their lives, there is undeniable value to be claimed.
What is a Tagline in a Business Plan?
“A catchphrase or slogan, especially as used in advertising, or the punchline of a joke” is the definition of a tagline. [*]
A tagline is your company’s motto when it comes to marketing; it briefly describes who you are and what you stand for.
Developing a catchy, uplifting phrase that sticks in the minds of your customers and aids in helping them recognize your brand and marketing message is the goal of a tagline.
What makes a slogan unique?
A slogan, which has a similar structure to a tagline and is typically composed of a few words or a short sentence, is most frequently used to identify a particular product line or marketing campaign. Slogans are made to be less enduring than a brand’s tagline because they can change over time, but they still function to remind customers of your business.
Our first brand tagline serves as the ideal illustration of the differences between the use of a slogan for immediate goals and how consistent a tagline can be over time.
Benefits of Creating a Business Tagline or Slogan
A tagline or slogan can benefit your company in much more ways than just helping with branding.
Your company’s growth and bottom line may be directly impacted. A tagline or slogan can accomplish this in the following ways.
- What Sets Your Company Apart From the Competition
Whatever the market niche of your company, competition will always exist. And that rivalry can be very intense.
In light of the intense competition in the market, how can you stand out? Your solution is differentiation.
What more effective way to set your company apart from the competition than with a catchy tagline?
Your target market will think of you before any competing businesses if you have a catchy tagline.
As a result, they will think of you first whenever they require a good or a service that you offer.
Your company becomes instantly recognizable in your industry thanks to a tagline or slogan. Therefore, put some creative energy into coming up with a tagline for your company.
- Boosts Your Brand’s Credibility
You will have won yourself devoted customers if you can persuade your target market to like and trust your brand as well as your product.
When a customer trusts you, they will purchase your newest products without researching other options or asking too many questions.
To earn your customers’ trust, you must cultivate brand loyalty and credibility.
Making a tagline is one way to achieve this. A tagline or slogan helps your audience form an emotional bond with your brand and makes them feel as though they are familiar with you.
- An Opportunity to Express Your Differentiating Qualities
The distinct benefit that your products offer customers is known as your USP, or unique selling proposition. This distinguishes you from other companies in your sector.
Did you know that if people are clear on what your brand stands for, they are more likely to use it?
People base their purchasing decisions on the perceived value they receive from your good or service.
This explains why, despite the fact that there aren’t really any differences, you prefer one brand of toothpaste over another.
Most value is perceived. Unlike other marketing strategies, a tagline aids in creating this impression in the minds of your audience.
Businesses A and B, for instance, both sell the same kind of product, but Business A has a tagline that makes it simple for its target market to understand the worth of its offering. Business A will undoubtedly attract more clients than Business B as a result of its success in conveying the benefits of its goods in an understandable manner. You can’t afford to run your business without a memorable tagline or a top WordPress theme.
Your company’s unique value can be communicated to your audience through the use of a catchy tagline.
- develops a culture that improves worker performance
Your staff must collaborate with you to add value for your customers if you want your business to succeed.
You must want your staff to give their best effort, right? When they do, the road to success for your company will be easy.
But in order for that to happen, your business must develop a culture where everyone, no matter how important they are, feels valued and connected.
A tagline is useful in situations like these as well.
Therefore, your tagline needs to resonate with both your staff and customers.
TIPS FOR CRAFTING A SUCCESSFUL TAGLINE
Here are a few quick pointers to keep in mind before I walk you through the process step-by-step to create your tagline:
- STAY SIMPLE
Most effective slogans are between three and six words long and convey the message clearly. With a few exceptions that I’ll discuss in the examples section at the end, your tagline should ideally be no more than six words.
- PROVIDE MEANS
You shouldn’t create a tagline simply because you noticed some well-known companies have one. If you’re going to put the time and money into creating a catchphrase for your brand, it needs to have real meaning. Otherwise, just don’t make one at all.
- Clarity is crucial.
Your tagline’s meaning should be obvious to everyone. It should be straightforward and unequivocally state the mission or purpose of your business. You erred if you questioned some friends and they responded with queries.
- DIG DEEPER TO THE BENEFITS
Benefits, not features, are what customers care about, and your tagline is no exception. Without mentioning “features,” it should highlight the main benefit of your brand or product for the audience. An easy-to-clean removable part, for instance, is a feature rather than a benefit.
- narrate a tale
A significant component of marketing and business is storytelling. Making more sales is made easier the more compelling your story is. If your slogan tells a tale, like some of the examples I provide at the conclusion, it can play a crucial role in your brand’s marketing strategy.
1. Disneyland: “The happiest place on Earth.”
This is one of the most memorable brand slogans in use today, and it dates all the way back to the first park’s opening in Anaheim, California. Despite the fact that history seems to have forgotten who exactly came up with the tagline, it has been an integral part of Disneyland branding for many years.
On the other hand, here are a few illustrations of Disney’s shorter-term campaign catchphrases:
- “I’m headed to Disney World.” Throughout the 1980s, this catchphrase was employed in a number of commercials in which well-known athletes and celebrities would promise to visit Disneyland as soon as they reached a goal.
- “Where dreams are realized.” This slogan, which was introduced in 2006 following the park’s 50th anniversary and as part of a global initiative to unify the Disney parks, was created to speak to all customers in a unified brand voice. Additionally, it marked the beginning of several innovative campaigns and a visual upgrade for many of the park’s assets.
2. Nike: “Just do it.”
This catchphrase, which was developed by one of the company’s advertising agencies back in 1988, is incredibly action-oriented and effectively conveys one of Nike’s brand’s key messages—to provide people with the means to be active and perform better.
3. Old Spice: “The original. If your grandfather hadn’t worn it, you wouldn’t exist.”
This American brand of male grooming products has undergone significant self-reinvention since its founding in 1937. They are renowned for their wildly inventive television advertisements and marketing campaigns. This most recent tagline first appeared on the company’s new shower gel packaging in 2008, and it set the brand on a course for edgy marketing campaigns that would make them relevant again among younger consumers.
4. De Beers: “A diamond is forever.”
This slogan is the most well-known of the 20th century, according to Advertising Age, with 90% of American consumers still claiming to recognize it 73 years after it was first used.
5. MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”
Starting in 1997, this tagline served as the centerpiece of the credit card company’s “Priceless” marketing campaign. Through a series of television commercials and larger campaigns, it quickly gained popularity and was eventually used in more than 200 different countries around the world.
6. Samsung: “Do what you can’t.”
This technology company has been developing new products since 1938 in a variety of product categories, including smartphones, cameras, televisions, appliances, gadgets, watches, and much more. This phrase, which has only been in use since 2017, perfectly sums up the brand’s goal of assisting customers in accomplishing previously unthinkable feats. They put a lot of effort into becoming recognized as engineers, inventors, and problem solvers.
7. Dollar Shave Club: “Our blades are f***ing great.” and “Shave time. Shave money.”
The direct-to-consumer personal grooming business that debuted in 2012 with the YouTube video “Our blades are f***ing great” quickly gained popularity thanks to their clever taglines and catchy advertising. Their new tagline, “Shave time. Shave money,” cleverly combines their two main advantages of low cost and extreme convenience while maintaining the lightheartedness and humor for which the company has become known.
8. BMW: “The ultimate driving machine.”
When this catchy slogan was first used by the renowned German automaker in a massive series of marketing campaigns that started in 1973 and were directed at a generation of Americans looking for a car they could be proud of, it was immediately successful.
9. Allstate: “You’re in good hands.”
The catchphrase for this insurance company has been used since the 1950s, when one of the company’s top sales executives came up with it after using a similar expression to reassure his wife when taking their kids to the doctor.
10. Uber: “Move the way you want.”
The treatment of both drivers and corporate employees has gone through many ups and downs in recent years for the global ride-sharing behemoth, which is currently valued at more than $63 billion. They recently changed their brand slogan as a result of their erratic public image. The slogan “Everyone’s Private Driver,” which was previously used, has changed to the more inclusive message “Move the way you want,” with the intention of making the company seem more approachable, friendly, and relatable.
11. Capital One: “What’s in your wallet?”
With this catchy slogan, Capital One has been advertising its credit card services since the year 2000. Later, through a series of commercials starring Jennifer Garner, they expanded to advertise other banking and financial services.
12. Rothy’s: “Reduce your carbon footprint in style.”
This clever brand slogan really does a great job of communicating their mission—a zero waste production and shipping process—while also using a catchy play on words for a footwear company that’s built around the philosophy of creating visually appealing, environmentally conscious products.
13. Staples: “That was easy.”
Staples has consistently worked to position their brand as providing the largest selection of business products you’ll find in person as one of the biggest American retailers in the office supplies industry.
14. Marriott Bonvoy: “Rewards reimagined.”
The Marriott International brand, which was first established in 1927, has expanded to include 30 distinct hospitality brands and has locations in more than 130 nations. In 2019, they relaunched their rewards program with new features and a significant marketing effort. They simultaneously changed the program’s name to Marriott Bonvoy and updated the look of the majority of their corporate assets.
15. Kellog’s Rice Krispies: “Snap! Crackle! Pop!”
This cereal brand’s well-known tagline, which is among our earliest catchphrases, has its origins in a 1932 radio ad that highlighted the product’s sound. Listen to Kellogg’s Rice Krispies sing the happy chorus of the fairy song of health as they merrily crackle, pop, and snap in a bowl of milk. Now is your chance to experience food talking if you haven’t yet.
16. Gatorade: “Is it in you?”
This catchy tagline, which was retired in 2013, was intended to encapsulate the spirit of delving deep and discovering an internal driving force in order to succeed—a core principle for Pepsico’s well-known sport drink line. However, it may not ring as true today as it did in the past. This line is effective because it appeals to the sports and fitness enthusiasts who make up Gatorade’s target market, and the word “itcolor “‘s choice visually links the tagline to the product.
17. Kentucky Fried Chicken: “Finger lickin’ good.”
Unbelievably, a restaurant manager at the then-promising small fast food chain reportedly came up with this memorable slogan on the spot in the 1950s. According to legend, Harland Sanders, the company’s founder, frequently appeared in the company’s early advertisements while munching on a plate of fried chicken in the background of a scene. A woman complained to the TV station that “Mr. Harman is licking his fingers” after one of the commercials aired. The rest is history because a franchisee in Arizona immediately responded, “Well, it’s finger lickin’ good.”
18. Compass: “Let us guide you home.”
Despite only entering the market in 2012, this innovative real estate technology company has already established itself in dozens of the most competitive real estate markets across the US and employs more than 10,000 agents. Their brand slogan succinctly sums up their mission and overall corporate tone, with a strong emphasis on how technology can make the process of buying and selling a home much easier and pain-free.
19. Airbnb: “Belong anywhere.”
After the billion-dollar short-term rental platform realized their customers were using their service as more than just a convenience for travel, they developed this brand slogan in 2014. Their main tagline before adopting this one was “travel like a human,” but the reimagining of the brand with their new tagline included a significant visual refresh and a steady push into new markets.
20. Verizon: “Can you hear me now? Good.”
This catchy phrase, which was developed in 2002 to support a significant television advertising campaign, was used by an actor who repeatedly says it while on the phone as he moves through various settings to show that he is testing and looking for a location with poor service—and, of course, he is unable to do so.
How to Create a Business Tagline in 3 Easy Steps
The ideation phase of creating a business tagline is the most difficult. Once you are certain of what you want, everything else is history. You can create a tagline that will connect your brand to your audience by following these 3 useful steps.
- Determine Your Business Objectives
Making a catchy tagline begins with determining your company’s objectives. You must therefore complete them correctly.
Uncertain of your company’s objectives? Here is a brief exercise to help you organize your thoughts.
Consider the next five to ten years. What do you envision for your company? What impact would you have had on your clients? The answers to these questions will determine your company’s objectives. You can start developing your tagline by responding to them.
- Think of ideas
Finding inspiration for your tagline comes next after determining your company’s objectives. Some brainstorming sessions are necessary for this.
Naturally, you will come up with a lot of ideas while brainstorming. Put them on paper.
Make a note of the words that express the emotion or emotions you want your brand to evoke in your audience.
Put these words together to form phrases. Don’t worry about keeping each phrase to a specific word count at this point.
- Pick the most appropriate option.
Take a close look at the phrases you have now that you have a variety to choose from. To hear how they sound, you can even try saying them aloud.
Ask for feedback from others if at all possible.
Keep the newly created tagline as succinct as you can. Try to omit unnecessary words like “a” or “an” if it’s overly lengthy.
Lastly, consider this: Is it memorable? Does it convey my brand’s distinctive value proposition?
You now have a brand-new tagline if you answered “yes” to these questions.
Don’t be hesitant to put everything you’ve learned to use now that we’ve shown you the ropes. Make up your own tagline, then watch how much more popular it becomes with your target market.