The thought of creating a tagline can be an overwhelming and time-consuming process. I know. I personally worked through this exercise over the past couple of months as I reevaluated the unique value proposition of Keyhole Marketing. If you’re going through this process as well, it’s important to know what you’re getting into, why you’re doing it, and how to successfully create a tagline for your business.
Let’s get started.
In marketing, a tagline reiterated phrase identified with an individual, group or product — also known as a catchphrase or slogan. Businesses create taglines in order to capture an audience’s attention, and leave a lasting impression after only a short encounter.
A good tagline should offer quick, digestible information that is easily remembered for many years. Ultimately, it should leave your audience wanting to know more about your brand or business.
If you’re attempting to create a tagline or refresh your current one, we strongly suggest starting with the following two exercises:
Be as descriptive as possible. How can you best describe the benefits of your business? What are the values and truths that make your company what is it today? Instead of focusing on what your business is, focus on what your business offers. Are you faster, cheaper, stronger, more reliable? Be specific and tell people exactly how they will benefit by purchasing what you’re selling.
Take that list of benefits, and focus on what truly makes you different from the competition. Don’t simply list out what makes you better, but think different. AVIS is a great example with its “We Work Harder” tagline. That tagline came as a result of recognizing that they were not the biggest in the business. Instead, they leaned into what could be seen as a weakness by highlighting what being second means for the customer.
Once you have your benefits listed out and a clear idea of which of those benefits makes your business different, start assembling phrases. Avoid being clever, and instead focus on efficiently communicating your value proposition. A tagline should be direct, powerful and easy to remember.
By now, you should have a comprehensive list of phrases that could be potential taglines. Approach this list from a fresh perspective and start testing them out. Can you use them in a variety of ways? How do they sound after the name of your business? Do they need to be explained? Edit the options you have and continue cutting them down until you have two or three great candidates.
Once you’ve narrowed it down to a few solid options, let them sit. Sleep on it and then come back a day or two later to see if anything sticks out to you. Chances are, one will feel better after you’ve taken a step away. The right one should leave you feeling excited and already brainstorming how you can plug it in to your future marketing campaigns.
Ultimately, your goal is to develop a tagline that answers this question for your customer: why should I care about you? If you follow these steps and intentionally put time and effort toward creating your tagline, it can be a transformative foundation for your brand, expanding into every part of your business.
If you’re struggling to get started, it’s okay. I’d love to help you throughout the process. Remember, I’ve been there, too.