How to Create a Killer Tagline
Coming up with a memorable tagline can appear to be a daunting task at first. But, when done well, a tagline, or slogan, can take your business to the next level.
How to create a killer tagline
A tagline is supposed to communicate to your customers and potential customers what sets you apart from your competition. It all starts with the values and truths that make your company what it is. So grab a pen and paper and let’s get crackin'! Here’s a step-by-step process to help you along the way:
Write a word-list
Word-lists are incredibly useful when you put your mind to it. Every word you can think of, right it down. There is no wrong answer here. Don’t be afraid to reach for a thesaurus, but be mindful to not pull fancy alternative terms that are not a quick read. Simple words, when combined, can lead a person to sit up and take notice.
Compile your strengths and weaknesses
Some of the best slogans stem from a company’s weakness. AVIS – “we try harder” was formulated based on the fact that they were not as big as Hertz. As a smaller company, AVIS, as its slogan claims, worked harder to satisfy the needs of their customers to be able to compete with its larger competitor. So, when compiling your list, include the flaws. With a full list of pros and cons, you may spark a few great potential ideas!
Examine the benefits
What is it that makes your company stand out above the rest? Many are quick to say, “we are the best at what we do,” but the goal here is to truly find out the core benefits to your business. Are you the first of your kind? Are you more reliable? Are you offering a service no one else can? Dig deep and get descriptive. This is a very important step, so take some time here.
Time to start assembling phrases
With all the lists and words your put together, it's time to start putting them to good use. Remember, your goal here is communication. Quick, and clear communication. Don’t get caught up in trying to be clever. Advertising is the place for cleverness, not in your tagline. Here its time to say something memorable, powerful, and truthful.
Dwindle down your options
My guess is you are looking at a list of 10-15 slogans you complied. Now its time to start cutting down and testing each option out. These questions may help: Does your tagline need to be explained? Is it a quick read? Is it memorable? Does it have power? Go through your list and get it down to two or three stellar options.
Walk away and give it a little time
With a little time away, one will stand out above the others. Once you have chosen the one that feels the best to you, it should also give you ideas on where you can take your marketing campaigns. Oh, and congrats! You have just created your company’s killer tagline. Now get out there and see the difference it will make!
Here's a helpful tip
Make sure your tagline matches your other branding. Many entrepreneurs and small businesses think that a logo mark is the company brand. However, it is merely one player on the branding team. A tagline, helps define your brand so make sure that the style, voice, and other elements of your tagline match with your logo. Because both the tagline and logo work together in branding system, you’ll want the tagline to also reflect your company’s personality.
A few choice examples:
Nike – Just do it
Apple – Think different
BMW – The ultimate driving machine
Las Vegas – What happens here, stays here
Disneyland – The happiest place on earth
McDonald’s – I’m lovin’ it
Lay’s – Betcha can’t east just one”
State Farm – Like a good neighbor, state farm is there
The U.S. marine Corps – The few. The proud. The Marines.
Home Depot – More saving. More doing.
