How to Write a Tagline
Taglines and slogans… do you have a favorite?
The Avis “We try harder” tagline from 1962 was pure genius to me.
“We are Farmers” (bum ba dum bum bum bum bum) is a pretty lousy written slogan, but a complete ear-worm when you hear it.
And there’s a pre-owned Acura dealership in my town with a dime-down campaign. The campaign slogan (heard on the radio) is “It’s a crime to pay more than a dime!” It annoys the heck out of my wife and makes the kids giggle endlessly. So for now, that’s my favorite (but don’t judge my taste by it).
This area of brand messaging is very important, but it can get a little confusing. So, let’s explore…
A slogan is a memorable phrase used for a product line or marketing campaign. A slogan’s shelf-life can be short or long but it’s not meant to be permanent.
A brand description is a few set of words that explicitly describes what your organization does. This copy can work well in the page title at the top of a browser window or above a headline in micro-text. It’s used for clarification for those new to the brand or category.
A tagline is a memorable motto or phrase designed to capture the unique value the brand offers its audience. Whereas a slogan is marketing-centric; a tagline should be brand-centric and rooted in the brand promise. Imagine a tagline as a “sloganified promise.”
Lastly, a brand promise is a promise of value that your customers should expect every single time. In this previous article, I share some examples of great brand promises plus some generated by AI.
When it comes to taglines, there are different approaches that can help fight against the challenges of your category when communicating your brand’s promise.
Imperative tagline:
An imperative tagline usually begin with a verb or command. They feel strong and assertive. Imperative taglines work well brands that want to strike strong or edgy tone.
Nike: Just do it.
Youtube: Broadcast yourself.
Coca-Cola: Open happiness.
IBM: Let’s create.
Harley-Davidson: Screw it. Let’s ride.
Descriptive tagline:
A descriptive tagline is what it is—descriptive. They share the brand’s offer or value in a clear, straightforward tone.
Walmart: Save money. Live better.
Dollar Shave Club: Shave time. Shave money.
Budweiser: This bud’s for you.
Target: Export more, pay less.
Provocative tagline:
Provocative taglines aim to deliberately stimulate thought. They challenge you to respond mentally or emotionally.
Adidas: Impossible is nothing.
Skittles: Taste the rainbow.
Under Armour: I will.
Pepsi: For those who think young (1961)
Interrogative tagline:
Interrogative taglines raise a question to get you thinking about the answer.
Verizon: Can you hear me now?
Capital One: What’s in your wallet?
California Milk Board: Got milk?
McDonald’s: Did somebody say McDonald’s? (1997)
Superlative tagline:
A superlative tagline aims to position the brand as the gold standard in the category.
CNN: The most trusted name in news.
BMW: The ultimate driving machine.
FedEx: The world on time.
Disneyland: The happiest place on Earth.
Specific tagline:
Specific taglines specifically showcase the category, but do so in a unique way. There’s often a twist or bit of cleverness.
Taco Bell: Think outside the bun.
Volkswagen: Drivers wanted.
Olay: Love the skin you’re in.
Arby’s: We have the meats.
Visionary tagline:
A visionary tagline is used to communicate the world the brand is actively building.
GE: Imagination at work.
LG: Life’s good.
My favorites:
Below are some of my all-time favorite taglines developed by some talented writers (Sarah Jenkins, Matt Wagner, Meg Wagler) that I’ve collaborated with when crafting brand strategies for clients.
Brightli: Building healthy communities.
Nothum: Nothing beats a Nothum.
Janover: You future is our focus.
BKD: Everyone has a trusted advisor. Who’s yours?
Things to remember:
When a brand name includes copy that describes the service or category, the tagline can be more playful. When a brand name is vague or invented, using words that point toward the category will add clarity.
Benefit-based language can be more valuable than descriptive language—it points the audience toward their desired outcome.
“You” will always be a magic word in brand messaging. Evoking the selfish benefit (what's in it for me?) will always remain a strong strategy.
A tagline’s job is to create a mental shortcut between the identity of a brand and the experience and benefit. Make recall easy.
As the market demands change, brands need to pivot or evolve their promise. As the brand changes, so should their tagline.
Thinking about taglines should always have you thinking about your brand’s promise. What is the unique value you provide? How can you narrow and tighten that value over time to create a distinct competitive advantage?
3 ways I can help:
Brand Strategy: Build your brand holistically to create favorability with your target market.
Brand Identity: Confidently market, internally and externally, with a toolbox of visual and verbal assets that make your brand distinct.
Brand Marketing: Establish a distinct relationship with your current and future customers.
