How to Write a Great Tagline for Your Business


You have only a short time to capture your audience’s attention and pique their interest. At the same time, your tagline should communicate the following pieces of information:

  • Your given industry
  • Your brand purpose
  • How you can benefit the consumer
  • What makes your company different from competitors

Trying to effectively express all of those items in one short slogan isn’t the easiest task. That’s why we’ve developed 5 quick tips to help you!

  1. Be Clear

Taglines like “Just Do It” and “I’m Lovin’ It” work for Nike and McDonald’s, but it doesn’t mean they’ll work for your brand. These companies can get away with having such vague taglines because they’re extremely well known and well established brands.

If your firm isn’t currently ranked on the Fortune 500 list, it’s probably best to err on the side of clarity.  People don’t want to spend time searching for a deeper meaning, so it’s better to be obvious.

  1. Keep It Simple

Likewise, people don’t have a lot of time to read lengthy slogans. Your tagline should be concise and to the point. Avoid using larger words and technical jargon in an attempt to sound superior. Don’t make your consumers feel ignorant; they should be able to understand and relate to you.

  1. Focus on the Audience

Appeal to the person you’re targeting.  A good tagline focuses more on benefits to the consumer rather than characteristics of the company.  Are you trying to sell to yourself or to a specific target audience?

  1. Make It Your Own

Ask yourself, “Would this tagline work for my competitor(s)?” If so, you’ll need to make some adjustments.  Slogans should be unique to each individual brand. This one phrase will become so much of your brand identity that it shouldn’t be able to apply to any other firm.

  1. Craft Something Memorable

If your tagline isn’t easily remembered and associated with your brand, it’s not serving its purpose. Strive to create a slogan that is considered catchy but still retains its meaning.

Here are some famous examples of great taglines:

  • “The Ultimate Driving Machine” – BMW
  • “There at Every Turn.” – Citgo
  • “Never Let Them See You Sweat” – Dry Idea
  • “Go Greyhound and Leave the Driving to Us” – Greyhound
  • “Hertz Puts you in the Driver’s Seat” – Hertz
  • “100% Juice for 100% Kids” – Juicy Juice
  • “Share Moments. Share Life.” – Kodak
  • “When Banks Compete, you Win” – LendingTree
  • “There are Some Things Money Can’t Buy. For Everything Else, there’s MasterCard.” – MasterCard
  • “Michelin. Because so much is riding on your tires” – Michelin
  • “Must See TV” – NBC
  • “All the News That’s Fit to Print” – The New York Times
  • “Connecting People” – Nokia
  • “Grab the Southwest by the Bottle.” – Pace
  • “Eat Fresh.” – Subway


It’s never too late to develop and adopt a truly remarkable tagline. In fact, it’s better to make the change now rather than continue on with a poor execution just for the sake of consistency.

To learn more about creating an effective tagline for your business, schedule a free consultation with our marketing professionals!