At the start of every new client relationship I discuss branding. “Brand” is a loaded concept, but to me it simply means the personality of a business. Brand is the way in which we present our business to the world. The tagline plays one role in branding, and it usually comes with much debate and struggle.
The following tagline definitions, frequently asked questions, and facts sum up the mystery behind taglines, but surely I’ve not touched on all aspects. Please leave your comments and questions about taglines to continue the discussion.
Tagline definition
A tagline is a brief phrase or sentence that alludes to what a business promises to do. Taglines are also called company slogans.
Why a tagline matters?
Taglines matter because they help you to sell. A tagline supports a company name that doesn’t necessarily describe the business. A tagline tells the customer what a business does and why it matters. A tagline is memorable and retrieved when it matters most (i.e., when a customer is ready to buy).
How do you make a tagline (and a memorable tagline at that)?
In the simplest of terms, you start by looking at your mission statement and distill what it is you do in a sentence. Turn that sentence on its head and brainstorm off-the-wall concepts that describe your biz. An AdAge article on “Slogan Savvy” says you should work with rhyme, alliteration, double entendre, repetitions, and reversals to make a tagline memorable.
Where do taglines go?
Taglines belong with your logo and business name. Think of this threesome like the tree trunk of your brand (but never think that the three ARE your brand). It’s okay to separate the trio in some situations, but they will almost always appear together on business cards, brochures, advertisements, in the footer of a PowerPoint presentation, letterhead, Twitter background, below an email signature, website header, and anywhere else you can dream up.
What is the role of the tagline on a website?
Your tagline, along with logo and business name, should appear at the top of your website. I personally like to throw in a tagline within the body of website content, but only where it makes sense. Never jam your tagline in there for the sake of being clever.
Recognizable taglines
- Lowe’s – Let’s build it together
- Rite Aid – With us, it’s personal
- Coors – Brewed with pure Rocky Mountain spring water
- Taco Bell – Think outside the bun
Are taglines necessary?
The authors of Made to Stick make a pretty strong argument against taglines and for storytelling in a 2008 FastCompany.com article. I tend to agree. Of all the branding tools available to you, a tagline is not always an essential one. However, you DO need a logo.
The cost of hiring someone to create a tagline
To ask a writer or agency to “just come up with a tagline” is a tall order. To properly “brand” a company could take months to accomplish. Major corporations hire major branding and identity agencies to do the job, and each agency has a team of professionals to research, brainstorm, and produce concepts. A company could easily spend $100,000+ to complete the branding process.
But never fear, my fellow small business owner. Those of us with smaller budgets can still get branding help. Expect to spend a minimum of $250 and expect to do some of the work. Be prepared to share your goals and your ideas for messaging.
About Sara Lancaster
Sara is The Condiment Marketing Co.’s founder and creative director. She oversees client relationships, strategic marketing plans, as well as a bit of copywriting and social media management.
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