When it comes to taglines, we think of the Greats. Ask a random person on the street what the tagline for Nike and McDonald’s is and more likely than not, they’ll respond with “Just Do It” and “I’m lovin’ it” in a heartbeat.
A tagline is none other than a simple phrase describing your company or brand. Some taglines are clever while some are straight-forward, some are short and some are long. Unfortunately, there’s isn’t a plug-and-chug method to creating the perfect tagline. But what we can gift you are four brainstorming tactics to create good taglines.
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Researching existing taglines has its pros and cons. On one hand, looking up taglines can help you find examples of taglines you like and don’t like. On the other hand, looking up example taglines can subconsciously prompt you to copy or create something similar to another company. Weigh your options and choose carefully. If you’re really stuck and choose to research example taglines, Take note of how many words they use, what tone they have, who their target audience is, and how they differentiate from other taglines in their industry.
Asking yourself business-centered questions can help pinpoint what you want your company to represent. Consider these questions to help get you started:
- Who is your target audience?
- What is your unique vantage point?
- What kind of service/product do you provide and how does it benefit your customers?
- What sets you apart from your competition?
- What do you want people to feel when they hear your tagline?
Sit down, open a notebook or grab a giant piece of paper and start jotting down words that describe your company. What words are associated with your business? How would you describe your brand? What words do you want your company to represent? Scribble down nouns, verbs, adjectives, synonyms, and anything else you can think of. The goal is to brainstorm a bunch of words at once to get the juices flowing. Once you have a good sized list, start narrowing down and take out words you don’t really care for. Now, start putting words together! Use your list to create keywords within your tagline phrase. Experiment with different possibilities.
The ultimate goal of a tagline is to explain to your audience in a few words what you do and how it benefits them. Hence, WD+FW aka “What You Do + For Who.” Write down the first, most accurate way to describe these two aspects. Then, test out various ways to say the same phrase. Look up synonyms to replace words (but always make sure the meaning is indeed the same definition as the word you’re trying to replace!)
A tagline doesn’t always have to be the cleverest, most mind-blowing slogan around (although it doesn’t hurt). Brainstorm as many ideas as you can and find one that accurately represents you and your company. When in doubt, go for informational and functional taglines rather than pun-tastic, witty ones. However, if you’re bloody brilliant and can do both—just do it! See what we did there?