Without even mentioning the names, I’m guessing you know which companies these phrases are associated with:
Just do it
I’m lovin’ it
Taste the rainbow
Such is the power of brand taglines: the short, punchy slogans that capture the essence of a brand.
Brand taglines are more than just catchy sayings, though — they’re an important element of your overall brand identity. A good tagline quickly and efficiently sums up who your company is and what it’s all about. Taglines also fill an important gap that other parts of your brand, like your logo and company name, don't. They help solidify your brand personality and communicate your values, which rarely comes through in your name or design alone. Truly great taglines can even elevate your company to a memorable household name.
While I can’t promise coming up with a tagline will launch your business to stardom, I can assure you that it will only bolster your brand. In this article, we’ll discuss the traits of a great tagline, go over some examples, and share some tips for coming up with a tagline of your own — read on below.
What Makes a Tagline Work?
There’s no one single way to define a good tagline, but to me, the best brand taglines:
Clarify what a brand does
Differentiate the brand (in terms of purpose, values, emotional response, etc.)
Are clever and memorable
A tagline that checks all three of these boxes is top-tier as far as I’m concerned, but even if it’s not a perfect trifecta, it can still be good. I’d recommend aiming for at least two out of the three criteria above.
Taglines should also be:
Easily pronounceable and spellable: If your tagline is too much of a tongue-twister, it’ll be harder to stick in the minds of your target audience. If it’s not easily spellable, it makes typos more likely.
Concise: Taglines are, by definition, short — a longer phrase is more like a brand story or vision.
Distinctive: Your tagline shouldn’t sound generic, or too much like another brand’s tagline.
Communicating your message: Taglines should provide a glimpse into the heart of who you are, what you value, and what you have to offer.
Pleasant to say/hear: A tagline that rolls off the tongue is much more memorable than one that sounds clunky.
Something you can stand behind: Your tagline should come off as a natural extension of your brand, not just a clever saying.
The safest taglines are usually more direct in describing what a company does. Concrete taglines like this are often particularly good for brands that are just starting out, or ones without much name recognition. If you do choose to go in a more conceptual direction, make sure that other parts of your brand — like your logo or the imagery on your website — clarify what you do.
A punny or pithy tagline can be a little bit riskier, but it can also be more memorable. It’s usually best suited for brands that are playful enough to back it up — if the only place you express humor is in your tagline, it can come off as off-kilter or even inauthentic.
Tagline Examples
Before you start brainstorming your own brand taglines, it’s always good to check out examples from other brands. Take a look at the following examples and note what you like, what you dislike, and what you think may work well for your brand.
Brand Taglines I Love
Shave time, shave money - Dollar Shave Club: Such a clever way for Dollar Shave Club to explain their unique proposition value — perfect for their playful brand.
Melts in your mouth, not in your hands - M&M’s: This tagline’s actually been in use for more than six decades, having first been coined in 1954. The words have a rhythmic, almost melodious feel, which gives it major staying power.
Say ‘yes’ to the world - Lufthansa: This tagline does such a great job of evoking adventure and awe — it makes you want to drop everything you’re doing and go book a trip.
The world's most comfortable shoes - Allbirds: It’s a bold claim, but it works well since they have such an excellent product to back it up.
Think different - Apple: One of the most inspirational taglines I can think of — it makes Apple feel like more of a way of life than a tech hardware company.
America runs on Dunkin' - Dunkin’ Donuts: This tagline does a great job of elevating the brand. It suggests that Dunkin’ Donuts isn’t just a place to grab a snack when you’re hungry, it’s a way to power your day. And it’s pretty daring of them to associate their brand with America as a whole, but it makes sense — donuts are an iconic American food.
Telehealth for a healthy, handsome you - hims: It’s amazing how elegantly these six words explain what the company does, and the “h” alliteration gives it such a nice touch.
Brand Taglines That Missed the Mark
These taglines are forgettable at best, and laughable at worst. Look to them as an example of what not to do.
Good luck - Uzbekistan Airways: This tagline definitely doesn't inspire confidence, to say the least — when you’re flying, you don’t want to feel like you’re taking a risk.
It’s not for women - Dr. Pepper: This one is just downright offensive. It’s shocking that a tagline this blatantly sexist debuted in 2011 — luckily, it didn’t last long.
Drive one - Ford: This tagline, retired in 2012, isn’t terrible necessarily — it’s just so forgettable. While I’m sure the team that came up with it worked hard, it feels lazy.
Exclusively for everybody - Smirnoff: Talk about mixed messages. In trying to appeal to both an elite audience and an average one, this 2014 tagline failed to resonate with either.
How to Create Your Own Tagline
Great brand taglines might seem like they’re pulled out of thin air, but there’s usually a well-thought-out process behind them. To start generating your own ideas, create a word map containing words and phrases that are relevant to your business. You can include tangible things related to your work — if you’re a fence company, for example, you might write down wood, picket, yard, etc. — as well as concepts. You may also want to add some words that imply mastery or excellence in your field. Looking at feedback from your employees and customers can help spur thoughts, too.
It’s especially important to keep your clientele in mind when crafting your tagline so that it resonates with your target audience. Ask yourself: what characteristics and qualities do your customers have? What wishes, no matter how far-fetched, do they voice? What have they responded well to so far? Dig into audience research for these insights, or speak with a few customers directly, then come up with some associated words and phrases.
While brainstorming for your word map, make sure you don’t judge or edit too much — those are two separate processes that don’t play well together. If you’re too selective about what to include in your initial word map, you might miss out on some great ideas down the road.
Once you have a robust word map, you can start playing around with the language. Think about how you might combine them or riff off of them using literary devices like alliteration, homophones (especially if you want something clever/punny), rhymes, rhythm, synonyms, and more. I also love using this idiom dictionary to get ideas for popular sayings to play off of.
After you’ve come up with a few strong contenders, check each phrase for copyright issues and test them out on your audience until you’ve identified a winner.
Applying Your Tagline
So you’ve come up with your tagline — now what do you do with it? The options are endless. You can put it on your homepage, packaging, print and digital ads, social media banners… anywhere that your brand appears. Wherever it goes, though, make sure the visual appearance is consistent with the spirit of your tagline (and, by extension, your overall brand). Choose a fitting typography for it — a hip, quirky tagline probably shouldn’t be in an old-fashioned serif font, for example. And think about what imagery you’re going to pair with your tagline as well. Again, you’ll want to go for consistency. If your brand is all about embracing yourself for who you are, you probably don’t want to cast a bunch of models that look like they could be strutting the catwalk in Paris. You should be able to look at any given asset with your tagline on it and feel confident that the design and copy work together as a whole.
When creating a brand identity, taglines are often an afterthought, with elements like logo and color palette taking top priority instead. And they aren’t strictly necessary — some companies don’t even use them. But you shouldn’t underestimate their power. The best brand taglines can help your audience understand who you are, what you do, and what you stand for — not to mention drive brand affinity and awareness.
The perfect tagline probably won’t fall into your lap, but if you do the necessary legwork, you’re bound to come up with something. And with enough research, creativity, and iteration, you might just find a tagline that can push your brand over the top.
Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.