How To Create a Business Tagline That Clearly Communicates What Your Business Can Do For Your Ideal Customer
These are popular taglines for huge brands. What business comes to mind when you see or hear:
- “Iʼm lovinʼ it.”
- “Youʼre in good hands.”
- “Open happiness.”
- “Go further.”
- “Just Do It”
If you thought of McDonald's, Allstate, Coca-Cola, Ford, and Nike, then you have recalled these businesses through the power of a great tagline and large marketing budget.
Why do you need a tagline for YOUR business?
The main reason a business should have a tagline is to communicate who you are & what you do to an ideal customer or client. A tagline is helpful when it comes to your brand marketing to build consistency and trust with your growing community.
What is the difference between a tagline and a slogan?
Many people wonder what the difference is between a tagline and a slogan.
- A tagline is usually communicated alongside your logo and is a permanent description of your overall business purpose.
- A slogan is what you use for a very specific marketing campaign such as: offering a new course or running a holiday sale on a product.
If you are growing a personal brand, you may be using your name as the business title itself. If this is the case, your tagline is going to be what clearly identifies who you are, what you do, and how you can serve an ideal customer or client.
You want to avoid being basic & unprofessional on a business card and have something printed like…
- Sally Sue | Teacher, Speaker, Reader.
- Bob Jones | Husband, Doctor, Runner.
These types of descriptions are not meaningful! Your ideal customer or client wants to build a know, like & trust factor with you! What more could you share about who you are?
- Sally Sue:
- What kind of teacher are you?
- What do you speak about?
- What do you read?
- Bob Jones:
- What type of doctor are you?
- Why do you run?
It would be 10x more interesting for you to say something like:
- Sally Sue | English teacher at ABC University who speaks to audiences on the importance of grammar and can be found reading political science after work.
- Bob Jones | Emergency room doctor for over ten years, who makes it a priority to stay physically healthy through running so I can show up my best for my patients & marriage.
Those are excellent personal descriptions to use in your marketing.
When it comes to taglines, keep in mind, that as a small business you want to avoid creating a tagline like the insurance company Allstate who says, “Youʼre in good hands.”
If you had never heard of Allstate before, the only reason you have is because of their marketing strategy & budget. You would not know that they are an insurance company from the tagline alone! The tagline doesn’t tell you that.
In contrast, as a small business owner, you want to lean more towards a Company tagline like Geico, “15 minutes could save you 15% or more on car insurance.” Geico’s tagline clearly conveys a message about the company’s mission.
If you have already created a description about who you are and what you do, it makes it a lot easier to create a tagline that fits your mission. Going back to our earlier examples:
- Sally Sueʼs tagline might be: “Helping you value grammar & political science through experience & passion.”
- Bob Jonesʼ tagline might be, “Striving for excellence in my personal & professional life and motivating you to do the same.”
For a specific product or service that one of these individuals might have, they might shorten the tagline above into a slogan like…
- “Learn and find value.”
- “Strive for excellence.”
These taglines & slogans clearly communicate what the brand or business can do for you - the ideal customer!
Now, the question for you is…
What’s your brand or business tagline going to be?