Coming up with a really, catchy slogan for your company can be tricky. Not only should slogans or company taglines be memorable, but it should be succinct, convey your company’s mission and elevate you above your competitors. And then all those components must fit nice and neatly in one, short and stunning sentence. That’s not easy, but doable.
Sometimes taglines can come effortlessly thanks to some clever wordsmiths. Others seem to simply evolve. For example, at a weekly support group I attend, a few members began closing out the meeting by reciting: “Keep coming back. It works if you work it.” After a few more meetings, someone started adding to the end of the group slogan: “And you’re worth it.” Now, the slogan includes that addendum and is uttered in unison after every meeting, a perfect example of how a slogan can evolve and become rooted.
Brainstorming Company Taglines That Work
Before you brainstorm a business slogan, a good first step is to review your company’s mission. Some ideas to consider when charged with crafting a list of company taglines that could work for your business include:
Choose wisely and keep it simple
Don’t get bogged down by trying to incorporate too many ideas into a slogan. Identify in no more than five words what your company can provide buyers and keep the resulting composition simple and precise.
What is it about your company that plays on your emotions? That is the feeling you should strive to convey in your company’s tagline. When you conjure up passion and encourage creativity as a part of the brand, great content rises to the top like froth on a latte.
Let your product/service sing
An effective tagline bears the fruit of your company. In other words, your slogan should offer consumers a short-but-sweet explanation of the benefits of your product or service and how it can impact their lives.
Pursuing visual clarity
Another great tactic is to paint a picture for your audience as you strive for visual clarity. According to Raoul Davis of Ascendant Group, “branding is all about clarity . . . Make sure your tagline provides a picture of what you do.”
Hone your focus
Being cute is not necessary. You can be clever, but first and foremost, shoot instead for a tagline that is primarily functional. In an article about taglines by Charles Gaudet, author of “The Predictable Profit Playbook,” Gaudet said slogans “should explain the unique value that your business offers as clearly as possible.” Taglines force companies to “think about the value you provide to your customers and how to express it clearly.”
Some companies have managed to capitalize on successful taglines like Apple did with “Think Different” and Verizon’s “Can you hear me now? Good.” Others I’ve enjoyed over the years have included Maxwell House’s “Good to the Last Drop,” M&Ms’ “Melts in your mouth, not in your hand” and L’Oreal’s “Because You’re Worth It.”
What are some of your favorites? Let us know in the comments!
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Elaine Veltri– Writer/Editor