How to Create a Tagline for Your Business

28th, 2018
Keyhole - Digital Marketing Agency - Joe Dudeck
Joe Dudeck
President + Founder
Categories: Branding
28th, 2018
Keyhole - Digital Marketing Agency - Joe Dudeck
Joe Dudeck
President + Founder
Categories: Branding

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.

Best Practices for Rolling Out Your Brand

What is a Tagline

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.

How to Create a Tagline

If you’re attempting to create a tagline or refresh your current one, we strongly suggest starting with the following two exercises:

1. List out all your benefits.

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.

2. Answer what makes you different from the competition.

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.


3. Create phrases from your list of benefits.

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.

4. Edit, edit, edit…then edit again.

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.

5. Test out your tagline.

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.

My Ideavirus Manifesto for INBOUND 2013
Being your own boss, setting your own schedule, choosing the work you want to do…these are all amazing benefits of owning...
Read More
Local SEO for Small Business
We make sure your nearby customers can find your physical location and the products and services they need.