What Is a Business Tagline and Why Is It Importance?

tagline Mar 16, 2023

When marketing your business, being able to make that instant connection with your audience is absolutely essential. If a potential customer lands on your webpage, you only have a few seconds to grab their attention and hook them in. One of the most effective tools you have to achieve this is your business tagline. But what is a tagline, and how does it work? Read on to find out everything you need to know about creating the perfect tagline for business marketing.

1. What is a Tagline?

First of all, it is worth breaking down what a business tagline actually is. In a nutshell, a tagline is a short, snappy, one-liner that describes what your business is and the value proposition that it can offer. The key goal is for your tagline to leave customers with a positive impression of the brand and leave them wanting more.

It should be no more than a few words long and should distill your brand's mission, values, and unique offering. A tagline can accompany all of your brandings to encourage loyalty or it can be used to launch a new product. Consider iconic examples such as Apple's "think different" or L'Oreal's "because you're worth it".

2. How To Create an Effective Tagline

If you want to know how to write a tagline, there are a few essential tagline writing tips to keep in mind. The first of these is to keep things simple. The best taglines are always between 3 and 8 words long, and yours should be no different. Conciseness is key. Next, it is important that your tagline is imbued with genuine meaning.

You should avoid meaningless platitudes and stick to a sentence that genuinely conveys what your brand is about and what you value. You should also try and convey why your brand is unique and can offer benefits to customers that no-one else can. For example, consider the Mastercard slogan; "There are some things money can't buy. For everything else, there's MasterCard".

3. Different Types of Tagline

There are numerous different types of taglines you can choose from, with each offering different benefits to different types of brands. These are:

  • Descriptive: These are taglines that describe exactly what your company offers and the benefits of choosing it over others. For example, the Dollar Shave club's slogan "shave time, shave money".
  • Specific: This is a tagline that highlight's the business proposition of the brand, for example, the Pitney Bowes slogan "We Power Transactions That Drive Commerce".
  • Imperative: This is a call to action that demands that the customer engages with the brand. The standout example of this is Nike's tagline "just do it".
  • Superlative: This is a tagline that is used to position the brand as superior to all competitors. A good example of this is the Ferrari slogan "we are the competition".
  • Provocative: This is an eye-catching tagline that challenges the consumer and prompts them to evaluate how a brand can improve their life. A good example would be the Toyota slogan "let's go places".

Future-Proof Your Brand in 2023

Knowing how to write the perfect tagline is just one way to build a durable and sustainable brand that can thrive in the future. If you want a brand consultant that will help you future-proof your business in 2021 and connect you with the right customers, do not hesitate to get in touch with our team of branding experts today to find out what we can do for you.


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We’re Eric and Lisa Pezik. We’re a husband and wife duo who work side by side from our living room, supported by talented team members (copywriters, graphic designers, video producers, website and funnel developers, media buyers, social media specialists, and blog and SEO experts) from around the world. Even though we run a business together, we’re very different humans — and that’s what makes our business so unique.

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