Write Effective Taglines

Taglines (also called straplines, slogans or brand lines) can be inspirational, like a product philosophy, or they can be something fun and memorable however a great tagline requires a great mix of many qualities.

Crafting a tagline for your business is one of the most useful branding exercises (after logo design) a business owner can perform. It requires to think about the value you provide to your customers and how to express it clearly.

Crafting the perfect tagline is challenging and may take multiple attempts to nail. Here is a quick guide to help you come up with a great tagline for your business.

Preparation

Accumulate the Unique Advantages offered by your business to your customers

1.      What will be the ultimate gain to my customers

2.    Can I can make my customer’s life better and how?

3.    Why I should be chosen than my competitors?

4.    How I can be best fit my product in existing customer culture or influence the customer culture.

5.    How you can influence the customer thought process?

Now you are almost ready to smith the words to make great taglines. But before that lets smith your thought process to be a great wordsmith. Here are some TIPS

1.     Reflect Your Personality e.g. Apple tagline says “Think Different” i.e. strong sense of innovation and a product for innovative or creative people.

2.    Make a Memorable TagLine: The taglines should be generated in a way that if a person hear is once, he remember it always. The key is relevance to your product and customer needs or desires. Its not mandatory to have a very short tagline but shorter is better. A long but good tagline is “THERE ARE SOME THINGS MONEY CAN’T BUY. FOR EVERYTHING ELSE, THERE’S MASTERCARD”

3.    Depict the value preposition rather than making a cute headline. Making a cute headline is great as it will be easy to remember but while making it cute, you must not forget to depict the value. As smell of value in your tagline will influence the appetite of your customer’s for product or services.

4.    Try to make either fit in existing customer habits or build it. The “THANDA MEANS COCA COLA” OR “Cold means Coca Cola” is best fitting into existing customer culture as people in India ask guest if they want cold or hot in drinks. Another example from Kit Kat in 1957 is “HAVE A BREAK. HAVE A KIT KAT”.

5.      It can be great if you can convey the message in tagline that why you should be preferred than your customers.

Though taglines require a mix of above qualities but always remember that all of the above cannot be embedded in a tagline. You must know your SWOT and accordingly prefer the mix of quality you want to incorporate in the tagline.

Author is a Technology Entrepreneur, Startup Mentor and Author. He has played crucial role in the success of many highly successful enterprises. Know more about him at https://www.dhirubhai.net/in/startupmentor.

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