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13 Tips to Creating a Great Tagline

 Today’s Tip

Best Practice: A tag line is a 2 to 7 word phrase under the company name. It is the pure essence of what is delivered & what customers want.

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Today’s Article:  13 Tips to Creating a Great Tagline

A tag line is a two to seven word phrase that accompanies your company name and logo. It conveys your company’s most important benefits and/or what you want your customers to remember about you. Great tag lines just seem to flow and stick in your memory. Shorter is better. Company products or services can also have a tagline.

In creating a tagline, write a list of what makes you unique in your customer’s mind. What makes you different from others in your industry. Now narrow it down to the pure essence of what your customers want and what you can consistently deliver on.

Company Examples: The ultimate driving machine. BMW; You’re In Good Hands with Allstate. Allstate Insurance; Just Do It. Nike; We Try Harder. Avis; Think Outside the Bun. Taco Bell;   When you care enough to send the very best. Hallmark; Save more Live Better. Wal-Mart

Product Examples: Don’t get mad. Get Glad. (Glad); How do you spell relief? R-O-L-A-I-D-S. (Rolaids); Look, Ma, no cavities! (Crest); The quicker picker-upper. (Bounty)

Today you want to build a relationship with your company’s customers. Pick a tagline that customers are attracted to and can connect with.

Best Practice: When selecting a tagline, use the tagline brand filter to evaluate it.

Tagline Brand Filter
For each quality that your tagline matches, you get a point.
___ Easy to Say
___ Easy to Remember
___ Easy to Pronounce
___ Short is better. (Under 4- 5 words)
___ Catchy Phrase
___ Connect with what Customer’s Want or Enlightens People about your Business
___ Differentiates you from your Competition in a Favorable Way
___ Trademark and Copyright Free (Check with
___ Positive Message
___ Has no Negative Connotations (Example when translated to a foreign language)
___ Tagline Allows You to Add New Services or Products in the Future
___ Promise Something That You Can Consistently Deliver on
___ Uses Different Words from Your Company Name
___ Number of Points



Action Step: Make a short-list of relevant words and phrases.  When you have an idea for a tagline, use the tagline brand filter above.


Note: If you are having trouble coming up with a tagline that you like and scores high on the tagline brand filter, it may be time to use an outside source to help you i.e. Ask the Expert.


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