Looking for a way to make your brand unforgettable? A well-crafted tagline can do just that, capturing attention and anchoring your brand in the minds of your audience.
Whether a sincere statement about the quality of your products or a humorous tagline that makes people smile, the right words can elevate your brand’s impact and stay with customers long after they’ve seen it.
What is a tagline?
A tagline is a short, memorable phrase that captures the core of a brand’s identity and purpose. Taglines are used in marketing materials like advertising, social media, and product packaging to create a cohesive brand message.
Effective taglines communicate what a brand stands for and leave a lasting impression, often by evoking a particular feeling or message. The best taglines are simple, unique, and instantly recognizable, helping brands differentiate themselves in a crowded market.
How do taglines work?
Taglines distill complex brand values into a few impactful words. They connect with audiences emotionally, creating a sense of familiarity and trust. A good tagline can quickly remind people what makes a brand special or why it matters to them, building a strong association between its personality and key qualities.
The best taglines are memorable, often standing in for the brand’s name and immediately reminding the audience of the brand and its values.
Taglines vs. slogans
While tagline and slogan get used interchangeably, they serve different purposes. A tagline represents the brand as a whole and is usually long lasting, providing a consistent message across all campaigns. For example, Apple’s “Think different” tagline reflects its innovative spirit and brand identity.
On the other hand, a slogan is typically campaign specific, aimed at promoting a particular product or message within a limited timeframe. Apple’s “The future of health is on your wrist” was used to promote the Apple Watch and its health-focused features. Taglines embody the essence of the brand itself, while slogans adapt to support specific initiatives.
What does a tagline do?
A tagline does much more than add a catchy line to your marketing—it is a powerful tool for shaping your brand’s presence. When crafted effectively, a tagline helps establish what your company stands for and delivers your brand promise to your audience. The following are some ways this short phrase can pack a big punch.
Communicates your brand's identity
A tagline encapsulates your brand’s core values, mission, and personality in just a few words. It communicates who you are and what you offer, often revealing the brand’s approach to its industry. For example, “Just do it” embodies Nike’s brand ethos as an action-oriented and empowering athletic-wear company. It’s a message that speaks to both serious and casual athletes.
Creates an emotional connection
A tagline can also evoke emotions and create a bond with your audience. The right words can inspire, comfort, or motivate, tapping into feelings that align with your brand.
United Airlines’ “Fly the friendly skies” captures a sense of warmth and welcome, transforming a service (flying) into an experience. Emotional connection is crucial for fostering customer loyalty, as people are more likely to connect with brands that evoke positive emotions and resonate with their values and aspirations.
Increases brand recognition
An effective tagline sticks in people’s minds, building brand recognition through repetition and familiarity. This recognition is particularly valuable in competitive markets, as customers are more likely to remember and choose brands they know.
For example, in the crowded beauty products marketplace, "Maybe she's born with it. Maybe it's Maybelline." reinforces the brand's promise of natural beauty and transformation. A memorable tagline reinforces brand presence in a customer’s mind, making it easier for them to recall your business when needed.
Differentiates your business from competitors
A distinctive tagline highlighting what makes your brand unique helps customers understand why they should choose you over the competition.
Hallmark's tagline, “When you care enough to send the very best” shows how a tagline can embody both brand values and customer expectations, making Hallmark synonymous with thoughtful, high-quality greetings.
Types of taglines
Taglines come in different styles, each with a unique way of communicating a brand’s essence. Here are some common types of taglines and examples of how they work.
Descriptive taglines
A descriptive tagline explains what a brand does or offers in simple terms. This type is particularly effective for new brands or those in niche markets who must set themselves apart from competitors.
For example, BMW's “The Ultimate Driving Machine” succinctly describes its focus on performance-driven vehicles, positioning the brand as a leader in driving excellence.
Imperative taglines
An imperative tagline is a call to action, motivating audiences to take a step or make a change. American Express's "Don't leave home without it" is one of the most famous examples, urging American Express cardholders to make the card a travel essential and positioning it as indispensable for any outing. Imperative taglines use a direct, engaging tone to inspire confidence and prompt immediate action.
Superlative taglines
Superlative taglines use bold language to position a brand as the best in its field. “The Best a Man Can Get” from Gillette implies unmatched quality in grooming products, suggesting that Gillette’s offerings are superior to their competitors. This type of tagline appeals to consumers by promising excellence, setting high expectations, and reinforcing the brand’s authority within its category.
Emotive taglines
Emotive taglines focus on eliciting strong feelings, often creating a sense of comfort, joy, or nostalgia. Disneyland’s “The Happiest Place on Earth” invites people to associate the brand with positive, family-friendly emotions, creating a powerful draw for visitors seeking magical experiences.
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What makes an effective tagline?
Even though taglines are short, they instantly communicate information, feelings, and a call to action. Examining the characteristics of good taglines can help craft the perfect message for your brand.
Clarity and simplicity
An effective tagline communicates the brand’s message in clear, straightforward language. Simplicity is key. The best taglines are short, direct, and easy to understand. A complex tagline can confuse audiences, while a concise one makes an instant connection, giving customers a quick understanding of what the brand represents.
Memorability
Through catchy phrasing or unique language, a memorable tagline ensures customers think of the brand even when they’re not actively engaging with it.
The 1980s catchphrase “Where’s the beef?” from fast-food chain Wendy’s was meant to question the substance or quality of competing fast-food burgers. The catchphrase quickly caught on, becoming shorthand for questioning the substance or authenticity of any claim or offering—whether in politics, business, or everyday conversation.
Authenticity and brand alignment
A tagline should align with brand identity and authentically represent the brand’s core values. Effective taglines match what the brand delivers, enhancing trust and credibility. For example, a brand known for its sustainability would benefit from a tagline that reflects its brand voice and eco-friendly values.
Emotional appeal
Great taglines often connect with people on an emotional level. By tapping into values, aspirations, or feelings, an emotionally appealing tagline builds a deeper bond with customers. Emotions are a powerful tool in decision-making, and a strong tagline that resonates emotionally can enhance brand loyalty and customer connection.
Five steps to craft your perfect tagline
Like designing your brand's logo, tagline writing is a process that requires creativity, insight, and alignment with your business's core identity. Here are 5 steps to help you develop a catchy tagline that captures attention and resonates with your audience.
Step #1: Define your brand's purpose and audience
The first step in creating a compelling tagline is understanding what your brand aims to achieve and who it serves. What problem does your brand solve, and who benefits from it? Defining your brand's mission, purpose, and target audience provides a clear foundation, ensuring your tagline speaks directly to the people you want to attract.
Step #2: Identify your brand's values and voice
Your tagline should reflect the core values that define your brand. Consider what makes your brand unique and what differentiates it from competitors. Your tagline should align with that tone, whether your brand's voice is playful, serious, innovative, or comforting. Aligning your tagline with your tone ensures consistency across your messaging and helps build authenticity.
Step #3: Brainstorm core messages
Next, consider what key messages you want your audience to remember. Write down words and phrases that capture the essence of your brand, its benefits, and its personality.
Don’t limit yourself. Brainstorm freely and focus on generating a variety of tagline ideas that highlight different aspects of your brand’s unique selling proposition. Brainstorming brings out unique insights and prevents settling on surface-level taglines that lack impact or fail to communicate your brand’s identity.
Step #4: Experiment with wording and style
Now that you have core messages, begin shaping them into potential taglines. Play with different styles, such as descriptive, imperative, or emotive formats, and test varying sentence lengths.
Try to keep it simple yet impactful. The goal is to find memorable, clear, and distinct wording. Explore several versions to see what resonates best with your brand’s character.
Step #5: Test for memorability and impact
Share your potential tagline with a small group or get feedback from team members. Ask questions like: Is it easy to remember? Does it convey the intended message? Does it evoke the right emotions? Testing your potential tagline ensures your tagline leaves a strong impression and accurately reflects your brand’s identity.
Top tagline examples to inspire you
Are you looking for a few examples? Here are some successful taglines that showcase the art of crafting memorable, impactful phrases that resonate and create a lasting impression.
Timeless classics: Iconic taglines from global brands
Some taglines achieve legendary status because they perfectly capture a brand’s essence. De Beers's "A diamond is forever." is a classic example that emphasizes the eternal nature of diamonds, aligning with the sentiment of everlasting love. “It keeps going, and going, and going...” from Energizer reinforces the product's longevity, making the Energizer Bunny a memorable icon of endurance and reliability.
These brand essence taglines are more than memorable phrases and slogans—they’re statements that have stood the test of time and become part of our cultural identity.
Impact in just a few words: Short but memorable taglines
A great tagline doesn’t need many words to make a lasting impression. Taglines like Toyota’s “Let’s go places” and “Because you’re worth it” from L’Oréal are both short and memorable. Toyota conveys that its vehicles enable adventure and exploration, while L’Oréal’s phrase speaks directly to customers’ self-worth and self-care to create a sense of empowerment. These short, concise taglines pack a punch and are easy to remember, which is crucial for brand recall.
Outside the box: Creative and unique taglines
Some brands take a more unconventional approach, using humor or a unique perspective to stand out. For example, the candy M&M’S uses the playful tagline, “Melts in your mouth, not in your hand,” highlighting the product’s unique quality in an unexpected way.
Old Spice’s “Smell Like a Man, Man” is another standout, combining humor with a memorable twist that redefines the brand’s image with a touch of sex appeal.
These creative and provocative taglines captivate audiences by thinking beyond the ordinary.
Bonus tips to keep your tagline working for you
An effective tagline is valuable, but even the best taglines may need a refresh over time to stay relevant and impactful. Here are some tips for updating your tagline without losing the essence of your brand.
When to refresh or update a tagline
A business should update its tagline during rebranding, audience shifts, or when the current tagline no longer aligns with its mission. If you’re reaching out to a new audience, offering different products, or shifting your brand’s focus, your tagline should reflect these changes.
Additionally, cultural and linguistic shifts mean that a once-popular tagline may no longer resonate with your target audience. Evaluating your tagline’s relevance every few years can help determine if it’s time for a refresh.
Balancing legacy with modernization
Updating a tagline requires a careful balance between honoring the brand’s legacy and introducing fresh appeal. A slight wording tweak or a tone shift can modernize a tagline while preserving its core message. By keeping the recognizable elements of your original tagline, you can maintain brand continuity, which is valuable for brands with a long-standing customer base.
Examples of successful tagline updates
Several well-known brands have successfully refreshed their taglines to reflect a modern identity while staying true to their roots. For instance, Coca-Cola has evolved its messaging from “Drink Coca-Cola” to “Taste the feeling” to capture the product and the emotional experience. Similarly, Dunkin’ Donuts rebranded to simply “Dunkin’” with the tagline “America Runs on Dunkin’,” shifting the focus to its coffee offerings while still honoring its heritage.
Start crafting your memorable tagline today
Ultimately, a tagline is more than just a catchy phrase. It communicates your business's unique selling point and distinct brand identity. With the right words, your tagline can inspire trust, capture attention, and make a lasting impression that keeps your brand top of mind.