How To Write A Tagline – Guide to Crafting Brand Magic

What’s the first thing that comes to mind when you think of Nike? Probably the swoosh and the iconic phrase: Just Do It. That’s the power of a great tagline because it sticks with you, resonates emotionally, and instantly connects you to a brand. If you know how to write a tagline, you’re ready to set the tone for your success.

A tagline isn’t just a catchy phrase; it’s a compact way of telling your audience who you are and why they should care. In this article, we’ll break down what makes a tagline great, why it’s essential, and how to write a tagline that leaves a lasting impression. Ready? Let’s dive in.

What Is a Tagline?

A tagline is a short, memorable phrase that captures the essence of your brand. It’s the phrase that lives in your customers’ minds long after they’ve interacted with your brand. Unlike other elements of branding, a tagline doesn’t change with the seasons. Instead, it stays consistent. This helps build trust and recognition over time.

It’s designed to stand the test of time. Whether someone sees it on a billboard, hears it in a commercial, or reads it in your email footer, your tagline is a constant reminder of what makes your brand unique and worth remembering.

Why Do You Need To Know How To Write A Tagline?

A tagline isn’t just nice to have, but it’s essential. Why? Because it makes your brand memorable. In today’s busy world, people have short attention spans. Research shows that the human attention span has reduced to less than 8 seconds. Your tagline needs to give them something simple to hold on to, and that too within their short attention span. It’s the part of your brand they’ll recall when everything else fades.

Additionally, good taglines also set the tone. They tell people what to expect from you. Are you serious, fun, or innovative? A well-crafted tagline captures your personality in just a few words. Lastly, a tagline creates an emotional connection. It’s not just about what you sell but also about how you make people feel. That’s what turns one-time buyers into loyal fans.

Characteristics Of A Great Tagline

Now that we know what a tagline is, let’s talk about what makes it great. Here are four key traits every tagline needs:

It’s Memorable

A great tagline sticks in your head. It’s like a catchy song that you don’t just hear; you feel it. Remember, simplicity is key here. The shorter and clearer, the better. For example, McDonald’s “I’m Lovin’ It” is just three words, but you can’t forget it. Why? Because it’s easy to remember and fun to say.

It’s Clear

Your tagline should make sense immediately. No one has time to figure out what you mean. Be direct and avoid confusing language. Take Google’s “Don’t Be Evil.” It’s bold, simple, and clear. There’s no room for misinterpretation.

It Matches Your Brand

A tagline should feel like a natural extension of your brand. If your voice is playful, go for something quirky. If you’re professional, keep it sharp and polished. For example, FedEx’s “The World on Time” aligns perfectly with its promise of fast, reliable shipping.

It Connects Emotionally

The best taglines make people feel something. Whether it’s confidence, inspiration, or joy, emotion is the secret ingredient to knowing how to write a tagline. L’Oréal’s “Because You’re Worth It” doesn’t just sell beauty products; it boosts self-esteem. That’s the power of emotional resonance, and you have to tap your audience’s emotions to sell.

Examples Of How To Write A Tagline The Right Way

Some taglines stand the test of time. Let’s look at a few legendary examples of taglines and why they work so well:

“Just Do It” (Nike):

Before this tagline, Nike was just another sports brand. But these three little words made them a global powerhouse. These three words inspire action and confidence because they connect with athletes and anyone facing a challenge.

“Think Different” (Apple):

This tagline celebrates creativity and innovation. It’s bold, just like the brand itself.

“Because You’re Worth It” (L’Oréal):

This phrase taps into the self-worth and empowerment of its audience. It makes you feel good about yourself and, ultimately, about the product too.

M&M’s: “Melts in Your Mouth, Not in Your Hands”

This tagline addresses a problem (messy chocolate) and promises a solution. It’s catchy, relatable, and delivers on the brand’s promise.

These taglines are short, memorable, and emotionally charged, and that’s exactly why they work so well.

Step-By-Step Guide On How To Write A Tagline

Ready to create your own tagline that hits home? Here’s how to write a tagline that wins every single time:

Understand Your Brand

Start by asking yourself, “What does my brand stand for?” Your tagline should reflect your values and mission. Write down a few key points about your brand. What makes you unique? What do you want people to feel when they think of you? These answers will guide your tagline. For example, if your brand focuses on sustainability, your tagline should reflect that commitment.

Know Your Audience

Your tagline isn’t for you, but it’s for your audience. Think about who they are and what they care about. What problems are they facing? How can your brand help? The more you understand your audience, the easier it is to write a tagline that resonates with them. Your tagline should resonate with the people you’re trying to reach. Research their:

• Pain points
• Desires
• Values

For example, The Ultimate Driving Machine (BMW) appeals to people who value performance and luxury.

Brainstorm Tagline Ideas

Here’s where the creativity kicks in. Start by:

• Writing down your brand’s key benefits
• Trying word association exercises
• Experimenting with different tones (e.g. serious, playful, inspirational, etc.)

Don’t worry about perfection during this stage. The goal here is to generate as many ideas as possible.

Refine Your Options

Now that you have a list of ideas, it’s time to narrow it down. Eliminate anything that’s:

• Too vague
• Too long
• Similar to other brands’ taglines

A tagline should be easy to say and remember. Also, try to aim for 3-6 words, maximum. If your tagline feels too long, trim it down. Remember, simplicity is your friend here.

Use Powerful Words

Choose words that pack a punch. Active verbs, emotional adjectives, and strong nouns work best. Avoid filler words or jargon that dull your message. For example, instead of “Our products are very reliable,” you could also say, “Depend on Us.” See the difference?

Test And Get Feedback

Once you have a few ideas, test them out. Say them aloud. Share them with friends or colleagues. Does it feel right? Does it capture your brand? Don’t be afraid to tweak and refine until it’s perfect. You can also use A/B testing in ads or social media campaigns to see what kinds of results you should expect. Pay attention to how people react. If they remember it and it resonates, you’re on the right track.

How To Test Your Tagline

Coming up with a tagline is one thing, but how do you know if it works? Here’s how to put your tagline to the test:

Get Feedback from Real People

Share your tagline with friends, family, or even potential customers., and get feedback. Ask them:

• What do you think it means?
• Does it feel like it represents the brand?
• Is it memorable?

This feedback will help you decide if your tagline is done right or not.

Check for Uniqueness

The best way to test your tagline’s uniqueness is to Google it! You don’t want your tagline to accidentally copy someone else’s. A unique tagline helps your brand stand out, so make sure you’re not copying anyone else, not even in the name of inspiration.

Test It in Context

Finally, see how your tagline looks in action. Add it to your website, social media bio, or product packaging. Does it flow naturally? Does it grab attention? If it does, you did a great job with your tagline! And even if it doesn’t, you can always improve it and make it better.

The Role Of Visuals In Enhancing Your Tagline

Your tagline doesn’t exist in isolation because it’s a part of your brand’s bigger picture. Your tagline becomes even more powerful and memorable when paired with the right visuals. Think of it as the perfect duo: words that catch the eye and visuals that seal the deal. Let’s talk about how to write a tagline that is visually fun, too:

Logos And Fonts

The font and style you choose for your tagline speak volumes. A bold, modern font says, “We’re confident and cutting-edge.” On the other hand, a soft, handwritten font feels approachable, like a friendly chat over coffee. Make sure the font aligns with your brand’s personality. If your business is sleek and professional, go for clean and minimalist. If you’re quirky and creative, add a playful twist.

And don’t forget about your logo. Placing your tagline near your logo creates a cohesive brand identity. Together, they become instantly recognizable; visuals and words that people won’t forget.

Colours

Colours are like mood boosters for your tagline. They evoke emotions and also help set the tone. For instance:

• Red is bold, energetic, and passionate, so it is perfect for brands that want to grab attention.
• Blue exudes trust and calm, so it is ideal for businesses like banks or health companies.
• Yellow feels sunny and optimistic, so it is great for brands with a fun, cheerful vibe.

Your tagline should feel at home in your colour scheme, so choose shades that complement your brand’s message. Think of Coca-Cola’s red and how it doesn’t just grab attention; it amplifies the excitement behind their tagline, “Taste the Feeling.”

P.S. There is no hard and fast rule that you have to stick to these colours only. Try and test different colour schemes before you find the ones that feel like your brand.

Consistency Matters

Repetition builds recognition. That means your tagline should show up everywhere your brand does. Yes, on ads, websites, packaging, social media posts, and even your email signatures. The more your audience sees it, the stronger the connection they’ll make between your tagline and your brand.

Imagine hearing “Just Do It” in a Nike commercial, seeing it on their products, and reading it in their ads. That repetition burns it into your brain. Consistency ensures your tagline becomes synonymous with your brand.

Imagery

Pair your tagline with visuals that tell the same story. For example, if your tagline is about adventure, include images of scenic landscapes or people on thrilling journeys. If it’s about comfort, think of cozy settings or warm, welcoming designs. Your visuals should reinforce the message your tagline delivers, making the experience seamless and memorable.

Taglines vs. Other Brand Messaging

A tagline isn’t a slogan, mission statement, or motto. Each serves a different purpose, and it’s important to know the difference.

Tagline Vs. Slogan

While people often confuse it with a slogan, the two aren’t the same. A slogan is typically campaign-specific and temporary, while a tagline is tied to your brand’s identity for the long haul. Here’s an easy way to differentiate them: A slogan might say, “Look at this amazing sale!” but a tagline says, “Here’s who we are, forever.”

Tagline vs. Mission Statement

Your mission statement explains why your brand exists. It’s longer and more detailed than a tagline. A tagline, on the other hand, distils that mission into just a few words.

Think of your tagline as the elevator pitch for your mission.

Mistakes To Avoid When Writing A Tagline

Even the best brands can miss the mark. A tagline might seem simple, but there’s plenty of room for error. Don’t worry, here’s how to write a tagline while steering clear of common pitfalls:

Being Too Generic

If your tagline could describe just about any business, it’s not doing its job right. A vague phrase like “Quality You Can Trust” or “The Best in Town” doesn’t tell people what makes you different. It’s like introducing yourself as “a human” instead of “the life of the party.” Be specific, and show off what makes you special!

Overcomplicating It

Some taglines try to do too much. If your tagline feels like it needs its own instruction manual, it’s time to simplify. Remember, your audience has about five seconds (or less) to get it. Think snappy, not wordy. If you can’t say it in a breath, trim it down.

Ignoring Your Audience

Here’s the golden rule about how to write a tagline: it’s not about you, but it’s about them (your target audience). A tagline that doesn’t resonate with your audience is like speaking a language they don’t understand. Dive into their mindset. What do they care about? What problems do they want solved? When your tagline speaks directly to their needs or dreams, it clicks.

Sounding Awkward Or Forced

Do you know those taglines that try too hard to rhyme or cram in buzzwords? Yeah, don’t do that. A tagline should feel effortless, not like you bent over backwards to make it work. Test it by saying it out aloud. If it sounds clunky or unnatural, keep tweaking until your tagline flows naturally.

Relying Too Much On Trends

Sure, trends are fun, but they fade fast. Your tagline shouldn’t age like milk. Avoid slang, memes, or anything that might feel outdated in a year. Aim for timelessness. “Just Do It” works just as well today as it did decades ago.

Can a Bad Tagline Hurt Your Brand?

The short answer is: yes. A bad tagline can confuse your audience, misrepresent your brand, or make you seem unprofessional. A tagline is often the first impression your audience gets of your brand. And as the saying goes, you never get a second chance to make a first impression.  Imagine if Tesla’s tagline was “We Sell Fancy Cars.” It wouldn’t communicate their innovation or futuristic vision. Here are a few ways a bad tagline can cause problems:

Misaligned Messaging

Your tagline is your brand’s promise to the world. If that promise doesn’t align with your actual values, it creates a disconnect. For example, imagine a company that prides itself on being eco-friendly using a tagline like “Built for Luxury, Designed for Power.” It might sound fancy, but it doesn’t reflect their sustainability efforts. This kind of misalignment can lead to scepticism or even distrust from your audience.

Instead, your tagline should encapsulate your brand’s mission and resonate with your target market. Patagonia’s “We’re in Business to Save Our Home Planet” is a perfect example. It aligns perfectly with their eco-conscious values and leaves no room for confusion about their priorities.

Lack of Memorability

A tagline that’s generic or bland does nothing for your brand. Think of something like, “Quality You Can Trust.” Sure, it’s positive, but it’s also forgettable and could apply to almost any business. The problem with a forgettable tagline is that it wastes a valuable opportunity to make your brand stand out.

On the flip side, memorable taglines have a certain magic. They spark curiosity, create emotional connections, or just make people smile. Nike’s “Just Do It” doesn’t explain what they sell but it also inspires action, which aligns with their brand identity. Memorable taglines become part of cultural conversations, something a forgettable one will never achieve.

Unintentional Humor

Sometimes, taglines miss the mark and become unintentionally funny or, worse, cringe-worthy. Imagine a brand selling luxury watches with the tagline, “It’s About Time.” While it might seem clever at first glance, it could easily come off as cheesy or overly simplistic, especially for a high-end product.

Then, there are the taglines that inadvertently mean something else. A famous example is Coors Light’s “Turn It Loose,” which, when translated into Spanish, was understood as a euphemism for digestive issues. It’s safe to say that wasn’t the vibe they were going for! To avoid this, always test your tagline in different contexts and, if needed, across multiple languages. What’s clever in one culture might fall flat or, worse, offend in another.

Damaging Professionalism

A bad tagline can also make your brand seem amateurish. If it’s poorly worded, uses clichés, or just feels out of touch, it can harm your credibility. Think about how you’d react to a law firm using a tagline like, “We’ll Fight for You, Bro.” It might appeal to a specific demographic, but it would lead to a second thought for those who expect professionalism and reliability.

A tagline that feels polished and intentional, however, can elevate your brand. Even if it’s simple, like BMW’s “The Ultimate Driving Machine,” it reflects thoughtfulness and authority in their industry.

This doesn’t mean you need to overthink it, but taking the time to craft something meaningful pays off. You can also use these ChatGPT prompts for taglines and slogans or use Arvin AI to give you some suggestions on how to write a tagline or how to improve one:

FAQS About How To Write A Tagline

Here are a few of the most frequently asked questions about how to write a tagline:

What is a perfect tagline?

Writing a great tagline requires a mix of creativity and strategy. Here are the essential rules to keep in mind:

• Keep it short and memorable: A tagline should be concise and ideally no more than 7 words. Shorter taglines are easier for people to recall.
• Make it relevant to your brand: The tagline should capture the essence of your brand’s mission, values, or promise. It should immediately convey what makes your brand unique.
• Speak to your audience: Use language and messaging that resonate with your target audience. A tagline that connects emotionally will have a stronger impact.
• Use active and positive language: Strong, active words create energy and make the tagline more engaging. For example, “Think Different” by Apple inspires innovation and positivity.
• Be authentic: Stay true to your brand’s personality. Don’t try to be something you’re not, as it can confuse your audience or come across as insincere.

Should every business have a tagline?

Not necessarily. While a tagline can boost brand recognition and clarify your mission, not every business requires one. If your company name already clearly communicates what you do (e.g., “The Vegan Bakery”), a tagline might not be essential. However, a tagline can still add personality, emphasize your unique selling point, and make your brand more memorable. It’s worth considering if you want to make a lasting impression.

Creating a tagline should include my product or service name?

It can, but it’s not a requirement. Including your product or service name can be helpful, especially for newer businesses trying to build awareness (e.g., Subway’s “Eat Fresh”). However, established brands often keep it broad and focus on emotions or values. Think about what’s more important for your audience: clarity or creativity, and decide accordingly.

What is an example of a tagline?

Taglines are short and catchy phrases that capture the essence of a story and engage readers. Here are some examples of book taglines below:

1. The Catcher in the Rye: “A story of a boy trying to find his place in a world full of confusion.”
2. Harry Potter and the Sorcerer’s Stone: “The adventure begins in a world of magic and mystery.”

Take Home Message

How to write a tagline might seem intimidating, but it doesn’t have to be. Start with a clear understanding of your brand and audience. Keep it short, simple, and emotionally resonant. And most importantly, make it memorable. Additionally, you can use one of the best free AI tools, Arvin AI’s creativity to give you some out-of-the-box ideas for your taglines.

A great tagline is more than just words. It’s the voice of your brand, the connection to your audience, and the legacy you leave behind. So take your time, get creative, and have fun with it. Who knows? Your tagline could be the next “Just Do It.”