What’s in a tagline? The purpose of a tagline is to express your brand differentiation. It’s to say who you are compared to your competition. It’s to get people to want to know more about your company and how you can help them. The best taglines have an emotional component.
Do you recognize these taglines?
Make Creativity Happen
Made to Create
Designed by a Quilter, for Quilters
For People Who Love to Sew
Make More Art, Spend Less Money
They belong to companies in the arts fields. I’m guessing that you knew most of them. If not, they are: Michaels Stores, Bernina, Handi Quilter, Threads, Cheap Joe’s Art Stuff.
Crafting your tagline
Start by asking yourself some questions:
What does my company/product do?
What benefit does my customer derive from my company/product?
How is my company/product different from the competition?
If you are having trouble getting clarity on this, try asking your customers. That’s what I did. I talked with several of our clients. One told me that whenever she talked with me, she came away with smart ideas, and when she took action, she made money. From our conversation, I ended up with Smart Ideas + Bold Action = Profitable Results.
Keep it simple
When you start to describe your company by answering the questions above, you’ll likely end up with several sentences. That’s fine for a start. Your goal, however, should be to end up with something that is short and simple. From this longer start, go back and edit to make the phrase or phrases shorter. Then go back and edit again. You’ll know when you’ve got a simple phrase that expresses what you do.
Where to use your tagline
You already likely have a logo, which is a visual representation of your brand. Your tagline is more like an verbal representation. Once you’ve come up with a tagline, you can use it in many places. Your website. Your advertising materials. Your business card. Your stationary. Your online graphics. Tshirts and tote bags.
People do not buy because of a tagline. Nor do they buy because of your logo. They buy because of the value you provide and the results they derive from that value. Both your logo and your tagline work to create an impression of your business for potential customers. Take time to see that they do the right job.
Your turn!
What is your tagline? And, if you need help, share a few sentences and we can work to edit it.