Taglines are words that should complement a business’s name and logo and can be a business asset if crafted correctly. Taglines should be short, crisp, and to-the-point. They should reflect the company’s vision and convey the right message to prospects and customers, as well as your business community at large.
Start hammering out as many different taglines as possible. Choose the species of taglines that fits best with your company’s or product’s personality and the goal of producing a memorable phrase.
Create taglines with a high recall value – for instance, Budweiser’s “This Bud’s for you.” Be certain your tagline links the Unique Value Proposition (UVP) to your specific company and not to any competitors. (Learn more about the criteria your UVP should meet here). Also, try to weave the word “you” and “your” into the tagline.
Shoot for a tagline of about four to eight words and realize that one-word or two-word taglines may be too short to convey a message accurately.
Conversely, avoid the following when composing a tagline:
- Using the word “we” or “our” – this hints at elevating the firm over the customer.
- Slogans that are vague or non-specific – i.e. “The Right Fit for Small Business” doesn’t state what the product is, how it’s superior, or exactly why this company is the right fit.
- Jargon words and high-concept slogans in favor of simplicity.
- Clichés and over-used words – such as solution, quality, value, and professional.
- Distasteful humor – there are many issues in life that are not funny to all people.
Once it’s been drafted, honed, and tested, incorporate the new tagline into your logo design or place it somewhere highly visible, like near the top of each webpage. Include it in all marketing materials to get the greatest branding impact.
-Vince DiCecco, Your Personal Business Trainer