Would you like to create a captivating tagline for your business? Of course you do.

Whilst a tagline will usually be the shortest piece of messaging you will create to represent your brand, it is definitely one of the most important. A tagline will help to grab attention and make your brand more memorable. It will also add instant clarity as to what your business is all about, making it a great addition to your marketing toolkit.

But how do you create one?

There is no magic formula to create the perfect tagline for your business.

As each company has a unique personality and message, they will want to position themselves differently. What may work great for one company might not work for another. Each company requires a different approach. Some want to be more inspiring; others want to be more factual. Some want to be more direct, others more mysterious. Some want to be more visionary, others more grounded.

That said, there are certain approaches and types of taglines that have proven to be effective for some of the world’s most well-known brands.

Let’s discover 5 types of effective taglines. I’ll also share examples of each to get your ideas flowing.

Straightforward descriptive taglines

Can you describe your brand in a succinct and simple way?

If so, a straightforward descriptive tagline could work well for you.

Straightforward descriptive taglines provide a concise and straightforward description of the product, service, or brand promise. They are particularly useful when your business name doesn’t describe what you do, as this type of tagline adds instant clarity as to what your business is all about.

Here are some examples:

Lush: “Fresh Handmade Cosmetics”
TED: “Ideas Worth Spreading”
Pitney Bowes: “We Power Transactions that Drive Commerce”

Take action taglines

Do you want people to do something or take a specific action relevant to your brand’s mission or product?

If so, a take action tagline could be a good fit.

Take action taglines usually start with a verb telling the reader to do something. They work well for brands that want to be part of the customer’s everyday life.

Here are some examples:

Nike: “Just Do It”
YouTube: “Broadcast Yourself”
Travelocity: “Wander Wisely”

Statement-making taglines

Do you have something important to say? Do you want to stir up emotions and make people stop and think?

Statement-making taglines don’t necessarily have to be provocative or shocking. They can simply make a statement or ask a question that provokes thought. It might be a belief about how you think business should be done or how the world works.

They tend to prompt a different way of thinking and evoke strong emotions.

Here are some examples:

Adidas: “Impossible Is Nothing”
Dove: “Beauty is for Everyone”
Airbnb: “Belong Anywhere”

The ‘best’ taglines

Can you confidently claim to be the best at something? Is there a particular attribute that makes you a superior choice over your competitors?

If so, the ‘best’ type of tagline could work for you.

With this type of tagline you are claiming to be the best in your industry or offer a superior product or service. These types of taglines emphasise the superior experience that customers are willing to pay a premium for.

Here are some examples:

Budweiser: “The King of Beers”
BMW: “The Ultimate Driving Machine”
Gillette: “The Best a Man Can Get”

Future-thinking taglines

Do you want to inspire your customers? Do you want to tell them they can be part of something bigger than themselves with your brand?

Future-thinking taglines communicate the brand vision to the target audience.

General Electric: “Imagination at Work”
LG: “Life’s Good”
Apple: “Think Different”

In conclusion, creating a tagline is an important yet challenging task. As you start to brainstorm ideas for your tagline, I’d recommend exploring these 5 different types. By giving yourself an opportunity to explore the possibilities, you are much more likely to come up with the best tagline rather than the first concept that pops into your head.

Some taglines tell you exactly what the company does or what to expect from a product, whilst others are visionary and focus on why the company exists or paints a picture of the future for the brand. When creating a tagline, there is no right or wrong answer. There are many different styles and approaches. What is right for you will depend on your goals, brand personality, and message.

It doesn’t have to be a matter of choosing one type or the other. Be creative. You may find a way to combine elements of each into your tagline. But remember to keep it concise, simple, and memorable.

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