How to create a simple tagline that rocks your business.

 

Introduction

You’ve grabbed hold of a great business idea. You’ve created your business plan and have purchased your domain. Now, you need a message that points right at the consumer and says, “This is just for you.”

Tagline - a catchphrase or slogan used in advertising, which describes what the brand offers, its benefits, and/or promise in simple words. 

As defined by Alina Wheeler in Designing Brand Identity, “A tagline is a short phrase that captures a company's brand essence, personality, and positioning, and distinguishes the company from its competitors.” The word “tagline” is often used interchangeably with “slogan,” but the two are slightly different.

There’s a psychological phenomenon called the mere-exposure effect, in which we tend to develop a preference for things merely because we’re familiar with them. And you definitely want your target audience to become familiar with your company’s tagline.

Below are just a few suggestions that will help you create your own initial tagline. 

What makes a great tagline?

  1. Your tagline should ideally be 3 to 6 words. Remember, that you want it to be memorable.
  2. It should express the spirit of your brand. People should understand what you stand for and be able to internalize the feeling, repeatedly. 
  3. It should clearly relay the main benefit of your product or service to your prospective customers. (Do not include features.)
  4. Fit a story in six words. (Make it a story that tells how your product will fulfill their needs.)

This is one of the most important questions you can ask yourself about your business: What do you want people to feel when they think about your business? Now just name one emotion you would like them to experience. For example, if you offer for sale a dessert or candy, then you may want them to feel hungry.

As you envision the possibilities for your tagline, think about what your audience will feel, when they read it. If they feel nothing, then it’s not a great tagline. It must move them. These words must hit right to the heart of your target market. The message conveys to your target market that this product was made for them. (Can they feel it?)

Next, produce 5 to 10 or more ideas. Test them. Feel them. Tweak them. There is no rush. Feel your target consumer, reacting to your tagline.

Now rock it!

Then, don’t worry about it. Because over the years, you may elect to enhance your tagline, as your company evolves.

In the meantime, try Shopify’s slogan generator. This free tool will help you to generate some really great ideas. https://www.shopify.com/tools/slogan-maker  

 

Sonja Cassandra Perdue, Contributor

CBBN Affordable Marketing Solutions

www.CBBNAffordableMarketingSolutions.com



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