Creating the Perfect Tagline For Your Brand
The power of an effective brand tagline cannot be overstated. A succinct, memorable phrase which expands on the message your brand name and logo are already portraying can leave a lasting impact on your audience: but only when done right.
A tagline is more than just a catchy phrase; it serves as a concise representation of your brand's values, mission, and unique selling points. A well-thought-out tagline can enhance brand recall, establish an emotional connection with your audience, and set your brand apart from competitors. However, if you’re not careful, a tagline could end up muddying your message or even give your audience the wrong impression entirely.
Examples of Effective Taglines
Before attempting to create your own tagline, gather some inspiration by taking a look at some of the most effective taglines of all time.
Nike - Just Do It
Specsavers - Should’ve gone to Specsavers
Apple - Think Different
Tesco - Every Little Helps
Marmite - You either love it or hate it
KitKat - Have a break. Have a KitKat.
McDonald’s - I’m Lovin’ It
L’Oreal - Because you’re worth it
KFC - It’s finger lickin’ good
Frosties - They’re grrrrreat!
Skittles - Taste the rainbow
Key Elements of a Perfect Tagline
The taglines above can provide inspiration when you’re creating your own. But how did those brands actually achieve such impactful simplicity? What makes a great tagline so, well, great?
Simplicity
This is probably the first element most people would identify when considering the effectiveness of taglines like Nike’s Just Do It and Apple’s Think Different. Even though a great deal of thought should go into your tagline, this doesn’t mean you should take a simple phrase and embellish it until it encompasses absolutely everything your brand is or does.
A great tagline should be easy to understand and remember. Avoid jargon or complex language that may confuse your audience. Aim for clarity, ensuring that your tagline communicates your brand's message in a straightforward manner.
Relevancy
Consider the most important thing you need to get across to your audience. During the brainstorming process, it can be easy to get carried away with certain trains of thought - make sure you are always bringing it back to those core values. A tagline that accurately reflects your brand's personality creates a much stronger connection with your target audience than one which sounds good but doesn’t really align with your identity.
Memorability
A memorable tagline is a powerful asset. Aim for brevity and choose words that resonate with your audience. Think of the taglines we listed above: these are short, powerful, and unforgettable. If these brands had added extra words to detail more about their offering or their values, they wouldn’t be nearly as iconic. Just a few thoughtfully placed words is all they needed to create a lasting impact.
Emotion
Successful taglines often tap into emotions, creating a deeper connection with consumers. Whether it's humour, inspiration, or nostalgia, consider the emotional response you want to evoke and infuse it into your tagline. Make sure it fits with your overall brand to ensure those who have their interest piqued by your tagline want to stay once they find out more.
Timelessness
Trends come and go, and taglines need to stand the test of time - or you’ll be forking out for a rebrand every time your message becomes outdated. Avoid overly specific references and instead focus on timeless values and qualities associated with your brand. Most of the brands on our list above have had the same tagline for decades - KitKat’s slogan was first used back in the 1950s!
Consistency
Ensure that your tagline is consistent across all platforms and marketing materials. Consistency builds brand recognition and helps reinforce your messaging. If you’ve worked hard on creating the perfect tagline, you need to make sure you’re using it! This consistency will help your tagline to become synonymous with your brand.
How to Create the Perfect Tagline
1. Define
Begin by clearly articulating your brand's values, mission, and unique selling points. Understanding what sets your brand apart is crucial in crafting a tagline that resonates. Always bring your ideas back to these values to ensure you’re keeping it relevant.
2. Brainstorm
Once you have your values, bring in your team for a collaborative brainstorming session. Explore different words, phrases, and concepts that align with your brand identity. Don't be afraid to think outside the box!
3. Refine
Begin to refine your list of potential taglines from the ideas you gathered whilst brainstorming. You may end up with a handful of wildly different taglines, or they may come from similar ideas with certain elements changed such as wording or punctuation.
4. Test
Test your potential taglines with a focus group or through surveys. Make sure you’re surveying your target audience, as this is the group you need to impress! Gathering feedback to identify which resonates most with your audience will help you narrow down your choices. Consider asking additional questions such as if they’ve heard of you before and what they think your values are after reading a certain tagline. This will help you to understand how your brand comes across to those interacting with you for the first time.
5. Seek Professional Help
Consider involving marketing professionals or copywriters who specialise in branding. Their expertise can provide valuable insights and ensure your tagline is polished and effective before you invest in sharing it with the world through your social media platforms and marketing materials. This can help save headaches later down the line!
A powerful tagline can truly be a game-changer. By investing time and thought into crafting the perfect tagline, you not only enhance your brand's visibility but also create a lasting impression on your audience. Remember, a great tagline is not just a string of words – it's the voice of your brand, speaking directly to the hearts and minds of your consumers.
At UNBXD, we offer a wide range of branding services, including brand naming, logo design, brand identity, art direction and brand consultancy. Our team of branding experts are on hand to create distinctive, effective brand names in line with your brand’s identity.