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February 24, 2016

Tips for a powerful and effective tagline

Taglines and slogans can be powerful marketing tools. They can be just as beneficial for small businesses as for large ones. A good tagline has the potential to brand your business forever.

If you want to come up with a tagline or slogan for your business, you need to put a fair amount of thought into it. Done well, it will be with you for years and appear on nearly every marketing component from your company. Here are some tips to help you in the creation of an effective tagline:

  • It needs to communicate something unique about your firm. A distinctive benefit, the personality of your firm—something that stands out from other similar businesses.
  • It must be simple and clear. Don’t try to be all things to all people. Stay away from words and descriptions other businesses are using.
  • It needs to be short, concise and to the point. The fewer words the better—three to six words tops.
  • It should be memorable. That’s the whole point of a tagline or slogan, right?

One way to start the process of creating a tagline for your business is to simply brainstorm about what descriptors you would like associated with your firm. What’s the one thing you would like a customer to remember about your business?

Now, try to find a clever, memorable way to communicate it. Look for words that communicate your desired positioning or benefits, but may be a little different— words that your business can own. Another technique is to look for terms that don’t normally go together. If you can combine them, it can help you tagline become memorable. Perhaps something like, “Experience and Innovation” or “Futuristic with Old-Time Service.” 

Once you have decided upon a tagline, use it everywhere to increase its visibility and memorability. And have the patience and discipline to stick with it for years. If it truly says what you want about your business, the longer you use it, the more valuable it becomes.