A Tagline or slogan, is a statement that
succinctly defines or represents an organization's mission.
The development of image/brand markets
has led to taglines as short, dramatic series of words or sentences that
summarize a brand or product's emotional and functional benefits to the
A tagline must emphasize something
essential about your business. From beliefs to products' particular features,
a tagline should explain why a firm is unique, or at least, states its
main message or competitive advantage
Taglines have been part of the business'
branding message since the beginning of the Marketing. Successful taglines
tend to respect these rules:
- Short and simple (4-5 words)
- Positive statement.
- It includes a key benefit
- It's original
- It's not in use by others
Types of taglines
- They describe what a business does
Emotional - They express a feeling
about your business
Some good examples:
Brillo Scrub 'n' Toss: Work
'em hard. Work 'em long. Let 'em go.
Burger King: The fire's ready.
Citi: Live richly.
Dell Computer: Easy as Dell.
Folgers: It's uncanny.
Jaguar: Unleash a Jaguar.
Miller Lite: Good call.
Oregon: Oregon is for dreamers.
Staples: That was easy.
Talk America: The phone company. Improved.