A great tagline is a powerful tool that can help consumers, customers, suppliers, and other interested audiences link your company or product name to a brand promise and message.
After a brand name or company name, the tagline is often the second most noticeable element.
A great tagline can:
- Enhance the brand promise
- Inspire you to learn more about the brand or company
- Differentiate the brand or company from the competition
- Create an emotional bond
What makes a great tagline great?
1. It’s Memorable- A clever turn of phrase has sticking power
- The shorter, the better, but not always
- Even when delivered in a foreign tongue, Volkswagen’s FAHRVERGNÜGEN garners unparalleled recall
2. It Differentiates – Say it first, say it often - The tagline should make a claim that only you can own
- By saying it first, you pre-empt the competition
- Yes, the following taglines can be said by many, but these brands said it first and said it often:
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 | Just Do It |
 | i’m lovin’ it |
 | The ultimate driving machine |
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| 3. It is a Delight to the Ear |
 | Do the Dew |
 | Mamma Mia, that’s a spicy meatball |
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4. It sparks the imagination- One of the classic advantages of the radio medium to this day, is the use of the listener’s imagination
- One’s imagination can easily be brought to bear on short clever taglines where the consumer “fills in the blanks”
- For instance:
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 | Snap! Crackle! Pop! |
 | Does she or doesn’t she? |
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5. It breaks the rules- Grammatically disruptive taglines are stop signs that make us pause
- And that pause is often just long enough to ensure that your message gets across
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 | Power to the she |
 | Let’s Do Amazing |
 | Better by Adobe |
 | Rethink Possible |
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6. It is trademarkable- A tagline can be trademarked if using it has created a secondary meaning
- As far back as 1907, trademarkable taglines have been created that have secondary meaning
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 | The greatest show on earth |
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- More recently trademarked taglines of note are:
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 | There’s an app for that |
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 | You are the controller |
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- On the other hand, MSNBC’s “Lean Forward” would be too common
7. It isn’t forever - Times change and taglines should change too
- Products and companies change
- People change
- And taglines change to be relevant for the times and target market
- For instance, Home Depot modified its tagline in response to the Great Recession:
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| Before: | You can do it. We can help. |
| After: | More saving. More doing. |
Originally posted at namedevelopment.com
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