Mcdonaldʼs, “Iʼm lovinʼ it.”
Allstate, “Youʼre in good hands.”
Coco-Cola, “Open happiness.”
Ford, “Go further.”
These are popular taglines for huge brands.
The main reason a business should have a tagline is so that you can communicate
who you are & what you do to an ideal customer or client.
A tagline is helpful when it comes to your brand marketing & helps to build
consistency & trust with your growing community.
Many people wonder what the difference between a tagline and a slogan is.
A slogan is what you use for a very specific marketing campaign. Maybe you are
offering a brand new course or running a holiday sale on a product.
A tagline is usually communicated alongside your logo and is a pretty permanent
description of your overall business purpose.
If you are growing a personal brand, maybe youʼre using your own name as the
business title itself. If this is the case, your tagline is going to be what instantly
clears up who you are & what you do & how you can serve an ideal customer or
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 descriptions arenʼt meaningful! Your ideal customer or client wants to build
a know, like & trust factor with you!
What do you speak about? What do you read? What kind of teacher are you? What
type of doctor are you? Why do you run?
It would be 10x better for you to say,
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 &
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.”
Because 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!
The tagline doesnʼt tell you that.
So as a small business owner you want to lean more towards what the insurance
company Geico has done.
Geico, “15 minutes could save you 15% or more on car insurance.”
That clearly conveys a message about the companyʼs mission.
So, if you have created your description about who you are & 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…
Whatʼs your brand or business tagline going to be?