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Taglines - Why Your Brand Needs a Tagline

Written by: Suzanne Muusers

Article Overview: A tagline is a short and zippy phrase that describes what you do for your target client. Taglines are essential to a well-rounded brand. I have often seen a well-designed company identity without a tagline and therefore without a message. Taglines add value by communicating your message to your target client and work to enhance your business image.

Taglines - Why Your Brand Needs a Tagline

A tagline is a short and zippy phrase that describes what you do for your target client. Taglines are essential to a well-rounded brand. I have often seen a well-designed company identity without a tagline and therefore without a message. Taglines add value by communicating your message to your target client and work to enhance your business image.

Think about some of the taglines you’ve heard and remember:

Nike - Just do it
American Express - Don’t leave home without it
Allstate - You’re in good hands with Allstate
Burger King - Have it your way
De Beers - A diamond is forever
GE - We bring good things to life

Before you develop your tagline, be really clear about the following things:
What your company really does
Who you help (your target client)
How you help them
The results your clients achieve from using your service or product.

You can pay a copywriter anywhere from $250 to $3,000 to create a tagline, or you can create one yourself with a brainstorming session and a little creativity.

Exercise:

1. Choose an Action Word from the list below. Or find your own that is relevant to you.

Action Words:
Develop, Build, Consult, Create, Focus, Grow, Earn, Live, Rest, Transform, Partner, Strategic, Keep, Confidence, Potential, Power, Productive, Progressive, Freedom, Beauty, Wealth, Time, Integrity, Solution


2. Enter Industry Words associated with your specific business. Include some words that explain the benefits of your service/product.

Your Industry Words:


My industry example: coaching, coach, business, small business, entrepreneur, make money, financial goals, prosperity

3. Combine Action Words with Your Industry Words.
Mix and match your words to form several sentences that describe what your company does with an emphasis on the results you achieve for your clients.

List your combinations here:


Examples:
Prosperity Coaching - Partnering with Entrepreneurs to Build Financial Prosperity
Oceanside Wealth Management – Helping Affluent Families Build and Manage Wealth
Art Guy Home Design - Creative Solutions to Define Your Dream Home
White Glove Home Inspection - There’s a Helping Hand in the White Glove
Hyperbaric Oxygen Therapy - Maximize Your Healing Potential


Make sure your tagline imparts the BENEFIT your clients receive from working with you. This helps to cement in your prospects mind what they will get out of your relationship.

You might notice that including one word from the business name in the tagline ties a brand together well. Other strategies include a rhyming tagline (memorable), a short and sweet tagline, and a funny tagline. Try to avoid taglines with more than 7-8 words.

A word of caution: if you are planning to expand internationally, test your tagline. There’s nothing worse than a foreign blunder: When Burger King opened in Australia many years ago, their tagline was “Home of the Whopper”. A whopper is Aussie slang for intestinal wind.

If you are still unable to come up with a tagline you like, have a Tagline Party and ask your friends, relatives, or business associates to help you.

©Copyright 2006-2007| Suzanne Muusers | All Rights Reserved
Reprint Rights: You may reprint this article as long the article is printed in its entirety, you leave all the links active, and you do not edit the article in any way and include the copyright statement.

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  The Trouble With Taglines Why This Catchy Phrase Can Lead You Astray and What You Can Do About It

Article Tags: action word, allstate, american express, brainstorming session, burger king, business entrepreneur, business image, communicating your message, company identity, copywriter, de beers, financial goals, financial prosperity, good hands, oceanside, potential power, tagline, taglines, target client, wealth management



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