Drivers wanted. Melts in your mouth, not in your hand. Have you had your break today? Taglines can be every bit as memorable as brands themselves. So, what exactly is a tagline? Merriam-Webster defines a tagline as “a memorable phrase or sentence that is closely associated with a particular person, product, movie, etc.” Good taglines are memorable, catchy and, in many instances, solidify a brand’s place in its industry. Ranking among the most memorable? Nike’s “Just Do It.”
A tagline can be used for an everyday product, like Morton Salt’s “When It Rains It Pours.” But a tagline can also be created for a co-brand that is not a traditional product. Next time you hear talk of “Brangelina,” remember that is the memorable tagline for the powerful co-brand of Brad Pitt and Angelina Jolie.
Taglines can be used on branding materials, such as business cards, websites, ads and social media sites. They can also be used on any other collateral material that has a positive impact on your business. While some companies only use their logo paired with their tagline, others will use their logo independently in some instances and accompanied by their tagline in others. Either approach can work for your brand – just remember that if your company’s or cause’s name doesn’t clearly identify what you do, having it accompanied by a clarifying tagline can help to minimize brand confusion and ensure target audiences have a clear understanding of both who you are and what you do.
What makes a good tagline?
- It differentiates your brand – who you are, what you do, your benefit, and your philosophy.
- It reflects its uniqueness – how you are different from the competitor.
- It speaks to your prospective and existing audience.
- It’s easily recalled, grabs the audience’s attention, helps the customer connect with it, and is memorable. It’s not something a competitor can copy.
- It should be fewer than eight words so it’s easy to read and remember – it can also be fun.
Besides “Just Do It,” what are other memorable taglines?
About.com aggregated a list of the top 50 advertising taglines at about.com. Here are some highlights from the list:
- JUST DO IT –Nike, 1988
- A DIAMOND IS FOREVER – DeBeers, 1948
- WHERE’S THE BEEF? – Wendy’s, 1984
- WE TRY HARDER –Avis, 1962
- PROBABLY THE BEST LAGER IN THE WORLD – Carlsberg, 1973
- ALL BECAUSE THE LADY LOVES MILK TRAY – Cadbury UK, 1968
- THE ULTIMATE DRIVING MACHINE – BMW, 1975
- MAYBE SHE’S BORN WITH IT – MAYBE IT’S MAYBELLINE – L’Oreal, 1991
- DON’T LEAVE HOME WITHOUT IT – American Express, 1975
- THE LISTENING BANK – Midland Bank, 1990
Whether establishing a new brand or continuing to market an existing brand, take time to evaluate the role your tagline will play in your overall marketing strategy.