The truth about taglines

A slogan sells. A tagline tells.

Taglines share your story. In a few well-crafted words, your tagline should explain what you do, how you do it, and/or why your audience should want what you offer. And if it’s really good, it stirs an emotion deep within that persuades your audience – in a good way.

The tagline works in tandem with your logo to “brand” or tattoo your business into the minds of your market. I guess they don’t call it “branding” for nothing! Think cattle. The cool thing is that your tagline can change as your marketing changes. In fact, some marketing resources, like Anita Campbell’s, recommend changing your tagline as an easy way to strengthen your marketing. In fact, you can even have different taglines for different audiences. As your business focus evolves, so should your message.

When crafting a fresh tagline, my best advice is to be clear about: 1) who you are, 2) what you want people to remember about whatever it is you do, and 3) why they should use you. Get a cold drink and a yellow pad. Sit for a minute and answer these three questions. Make a list. Jot it down. The core of your message may be right there, on the page.

Now, you may not be able to find the right words to effectively communicate the concepts you just came up with. But knowing what you want to say – the gist of it – is half the battle. You can then pass your ideas to a professional wordsmith, like those at Slogan Studio. In no time, those ideas will be crafted into a tagline or slogan that truly resonates with your client base – one that helps grow your business.  

Taking an honest, authentic approach in your taglines is always best. It’s quickly becoming the standard approach in today’s marketing messages. People are becoming cynical. “Puffing” just doesn’t work. People see through it and move on to someone else.

Be true to your brand. Be clear in your tagline.


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