Creating a distinctive tagline that exemplifies your brand is an easy and free way to improve your company’s branding. When you think about the names of major corporations, you probably immediately think of their slogan too. That’s not an accident; a solid business tagline should get stuck in your head. Of course, even the best tagline is no substitution for a call to action, but it still has its unique place. Taglines aren’t usually for marketing your company or its products or services; they’re for building your brand’s personality. There’s a difference between marketing and branding, and taglines fall on the branding end of the spectrum. Although some taglines can contribute to sales, that’s not their main purpose.
Why Tags Lines Are Important
There’s a whole lot more to selling a product or service than simply building a website and hoping people respond positively. Your goal is to turn your small business into a brand. It may take some time before your company becomes a household name, but that doesn’t mean it has to be forgettable. Everything from your website design to your logo to your content affects how people perceive your business. It’s up to you to establish your company as an authority that people can trust. A tagline is just another component that adds legitimacy to your brand while simultaneously giving it an identity and personality.
A tagline that correlates with your business brand also makes your company more recognizable, memorable, and present in the world. When someone hears or sees your company name, your tagline, or even something similar, they’re going to think about your product or service. Of course, if your business already has a built-in audience, building a brand might not be your priority. For example, a company that sells items on Amazon or eBay probably isn’t too worried about their logo, tagline, or even the name of their business. Taglines are for companies that are trying to stand out from the herd and make a splash in their target market.
Creating an Effective Tagline
If you’re not careful, your tagline can work against you. When building a brand, you must consider how the general public as a whole will react to how you portray your business. For instance, a business owner might think that a using Jokerman font for a logo looks fun, but the average person is not going to see it the same way. Your tagline should be universally appealing and non-offensive. Keep it short and snappy, and eliminate extra words that don’t need to be there. For example, a Canadian Lysol commercial used the tagline, “Clean Yes. Germs No.” It doesn’t get more straightforward than that.
A good tagline is also relatable to the viewer. Ideally, it could even instill feelings of pride, nostalgia, or affiliation in them. For instance, the Molson Canadian beer company had a slogan that all Canadians could relate to: “I am Canadian.” Not only is that tagline incredibly easy to remember, but it also appeals to anyone from Canada. It appeals to a broad audience and gives them a sense of being a part of something special. This naturally makes people want to buy Molson beer, as it’s been promoted as a brand that respects and shares the consumers’ lifestyles.
A tagline is a branding tactic, but sometimes a clever slogan can blur the lines between branding and marketing. Another example of a tagline from a Canadian commercial is when Fruit of the Loom used the tagline, “Really Comfortable Underwear.” That tagline elevates the brand, but it also sells a specific feature of the product without feeling like a direct sales pitch. Another example of a tagline that can drive sales and elevate a brand comes from Canada Goose, an outerwear company: “Our uncompromised craftsmanship defines Canadian luxury.” Notice how every word oozes class, and the whole phrase makes you want to be associated with the company and its products.
Using Your Tagline
As a small business, you might not be running television commercials or radio ads just yet, but that doesn’t mean your tagline should go unseen. For starters, you can incorporate it into your company’s logo. Anywhere someone sees your logo, they see your tagline, too. You can include it in your company’s email signature, on your social media posts, and on online ads. Your offline promotional materials such as your company’s sign, product packaging, business cards, and fliers should also always feature your tagline.
Simplicity is important, but don’t confuse simple for boring. Try to create a tagline that grabs your audience’s attention and makes them react in some way. Whether you want an intelligent tagline that makes people think, a funny one to make them laugh, or a catchy one that gets stuck in their head is entirely up to you and how you want your company to be perceived. Most importantly, try to make your tagline stand out from the many generic slogans out there.
If you’re having trouble thinking of the perfect slogan, reach out to friends, family members, and co-workers. Trying to think of the best possible tagline is an absolute blast. When you have a few good ideas on the table, take a vote. You can always change your tagline down the road, so don’t get too stressed about it.
Remember, a good tagline personifies your brand and captures your mission. If you come up with an incredible tagline, but it doesn’t fit your brand’s overall image and goals, let it go.