The Do’s and Don’ts of Effective Taglines

So, you’ve read the recent blog post discussing if your brand really needs a tagline and you’ve decided to move forward with implementing a tagline for your brand – awesome! Before you start, read through these vital do’s and don’ts to craft an effective tagline.

The Do’s

  1. Make it short and to the point. If it’s too long, it won’t be remembered.
  2. Make it original so it can’t be duplicated. If it mimics what your competition is doing, you’ll be lost within a sea of sameness.
  3. Make it relevant to your brand. If you are a wine brand, a tagline that says “the power of high-performance” is going to be a bit confusing.
  4. Make it memorable. This is easier to do than you think – if you followed the three tips above, you’ve already done it.

The Don’ts

  1. Don’t follow pop and cultural language trends. For something as permanent as a tagline, you don’t want to align your brand with a trend that will soon end and be outdated.
  2. Don’t force words together that are awkward and unnatural. Has anyone ever told you to “live brilliantly”? Probably not. What you’ve likely been told is to “live boldly” or “be brilliant,” since those are more natural sounding. If it seems forced, let it go.
  3. Don’t define your brand by the tagline. Remember – the tagline confirms the brand values and morals; it doesn’t lead ahead of the brand.
  4. Don’t use a tagline without an authentic meaning or origin. People want truth and originality; they don’t want made-up ploys.

Listen to your brand 

Employing a brand tagline comes down to what’s appropriate for your brand and your audience. By using the guide above and being honest about your brand, you’ll know if a tagline is needed or not. And in the process, you’ll discover if you need to work harder at defining your brand and communicating it correctly.

Data! Data! Data!
Taglines: Does Your Brand Really Need One?