Branding projects are popular right now at Echo-Factory so we’ve been doing a lot of logo comps and taglines. As a copywriter, coming up with a tagline is one of the most challenging parts of my job. Why? Because a company’s tagline has to define them. It has to sum up a company in roughly seven words or less. Seems impossible, but it can be done. And, when done right, a tagline can enhance your company’s image and overall marketing.
So, whether you’re a new company creating an identity or an established company looking to rebrand, here are the top three things to look for in a good tagline.
#1 A good tagline is memorable. Your tagline should be easy to say and easy to remember. There shouldn’t be any industry jargon or overly big words. In a study conducted by two marketing professors from Cal State Fullerton, the most memorable taglines were short, had been used for a long time and had millions of dollars behind them. If you don’t have millions to spend, don’t lose heart. You can still get people to remember your tagline as long as you keep it simple and use it consistently for a long period of time.
#2 A good tagline advertises a benefit. Identify the main benefit your company offers and include it in the tagline. You want people to see your tagline and instantly grasp what your company can do for them that other companies can’t. Remember, make it about benefits, not features. If you’re selling jeans, highlight that the jeans make people look and feel hot (benefits), not that they’re 98% cotton (a feature).
#3 A good tagline isn’t generic. You want to create a tagline that will only work for your company. The worst taglines are those that are so general, they could work for any company. For instance, let’s say your company creates light fixtures and your tagline is “Creating the best.” The best what? That tagline could be used by any company that makes a product – not helpful when you’re trying to differentiate yourself from competitors.
Once you create a tagline that meets these three criteria, make sure to do an Internet search to see if someone is already using your fabulous line. If not, you can claim it as your own.