What is a Tagline? Tagline Meaning

Can You Hear Me Now? Good.

That’s Verizon’s tagline — and it conveys a very clear point. Verizon has the best networks so you don’t drop service.

The tagline has done wonders for their marketing, and they’re not alone. Hundreds of companies, from Apple to Microsoft to Nike, have used taglines to supercharge their marketing and get customers to associate a message with their brand.

There’s a psychological phenomenon called the mere-exposure effect, in which we tend to develop a preference for things merely because we’re familiar with them.[*]

This is why taglines work so well; they are memorable for your customers and open them to the mere-exposure effect.

But taglines and slogans can be difficult to come up with and require some creativity. That’s why I created this actionable guide to creating a tagline. In it, I cover what a tagline is, what makes a great tagline, a three-step action plan to create your own tagline, and five examples of successful taglines.

1. What is a Tagline?
2. 5 Tips For Crafting A Successful Tagline
3. 3 Actionable Steps To Create A Great Business Tagline
4. What to Do if You Get Stuck
5. 5 Examples of Taglines That Work Incredibly Well

What is a Tagline?

A tagline is defined as “a catchphrase or slogan, especially as used in advertising, or the punchline of a joke.”

When it comes to marketing, a tagline is your business’ mantra; it tells people who you are and what you stand for in a few succinct words.

The purpose of a tagline is to create a positive, memorable phrase that sticks in your customer’s head and helps them identify your brand and your marketing message.

5 Tips for Crafting a Successful Tagline

Before I walk you through a step-by-step process to create your tagline, here are a few quick tips to keep in mind:

1. Keep It Simple

Most successful slogans are only 3-6 words long and get the point across without much thought. Ideally, your tagline should be six words or fewer (with some exceptions that I’ll share in the examples section at the end).

2. Give It Meaning

A tagline shouldn’t be made just because you saw some famous companies have one. If you’re going to invest the mental energy and marketing budget to craft a catchphrase, it should truly bring meaning to your brand. Otherwise, just skip creating one altogether.

3. Clarity Is Key

There should be no guessing as to what your tagline means. In addition to being simple, it should clearly state the mission or purpose of your company without any guesswork. If you ask some friends what they think, and they ask questions back, you did it wrong.

4. Focus on The Benefits

Customers care about benefits, not features — and that goes for your tagline as well. It should tell your audience the main benefit of your brand or product without sharing “features.” For example, convenience is a benefit, whereas a removable part for easy cleaning is a feature.

5. Tell a Story

Read more here.