Remember that when you founded your company, there may have been a hole in the market that you identified and a unique value proposition that you would deliver. Jot down what your company offers and how you can provide value. So, if you are writing one, start with your brand identity and the product brief.

Your slogan supports your brand identity and promotes a product or solution, often in conjunction with an advertising campaign. It is the foundation for all of your brand deliverables. Craft your value proposition, business philosophy, the key attributes of your offering, and your brand persona. As such, it ties back to your brand identity. It is a company headline that summarizes an aspect of your offering. If you haven’t created a “Brand Identity Guideline” yet, you should develop one. If you’re looking for an on-brand tagline that will stick, you should start with your brand identity. However, the following steps will get you on the right track when crafting one for maximum impact of your brand and corporate identity. Taglines and slogans are short, simple statements, but that does not make them easy to write. All in four words! Kudos for the catchy rhyme! They have also managed to differentiate themselves from the competition, 'The quicker picker upper” makes consumers think of it as better for spills than other leading brands. Bounty has played it smart here and used a tagline that is benefit-driven and catchy. Here are some great examples:īounty: 'The Quicker Picker Upper'. And the biggest reason behind their tagline success is attributed to following most of the above key elements of creativity, simplicity, and meaningfulness. Some brands have managed to achieve worldwide fame thanks to a creative tagline and slogan, among other major brand elements. It doesn’t just tell who you are, it captures the essence of your brand. Meaningful taglines express in a line the purpose, vision or meaning behind your brand e.g “spreading love and connecting people together”. Successful taglines also convey a direct or indirect meaning -think of it as the glue that unites your brand’s elements and supports your corporate identity. Step up your game and make people view you as a more unique brand with a unique tagline. If your tagline is similar to another competitor in your field or a big brand, it will certainly lose impact and this can definitely ruin the image of your brand, making you look like just another brand in an ocean of brands. Using common and catchy words in a more creative or playful way is the way to go. Of course, you have to aim for a simple and clear tagline but it has to be catchy as well if you wish to spark the attention of the readers and make them notice your brand’s presence.

And by simple here we mean short, clear and easy to understand-not a boring lengthy line that confuses viewers.Ĭatchy. Simplicity, similar to most online advertising principles, is the key to catching the attention of the viewer easily without any distractions to the message conveyed. As they say, sell the benefit, not the feature! Keep in mind that the average consumer doesn’t care if you are the oldest name in the biz or the top, they simply want to know the benefit they’ll get for choosing your brand. A benefit-driven tagline is one that highlights the key benefit of your brand to the consumer. Now, if you wish to get yourself familiar with the components of a successful tagline, or slogan if you prefer, here is what you need to bear in mind: 5 Elements of a Great Tagline These essential elements highlight your brand story and keep your product, or service, top of mind.īenefit-driven.

Note that in this article I use the terms interchangeably as the writing principles for each are essentially the same. It is meant to change over time, although a good one may stay in place for decades. Slogan: A slogan is generally tied to a product and used in an advertising campaign. It is often part of your company logo or graphics Tagline: A tagline is related to the business entity and is not meant to change, though they sometimes evolve with the brand. Here is a snapshot of the attributes of each in order to understand better their distinction.

For the ones who get it done slogan