This article was written by Taylor Holmes.
aka Tagline Writing for Non-Writers
Some brands can get away with overly clever, purposefully vague slogans.
“Just do it.”
“Gives you wings.”
“I’m lovin’ it.”
However, the only businesses who should have such vague taglines are massive multi-national conglomerate with instant recognition and deep pockets.
YOUR tagline has to do more than end up on inspirational Pinterest graphics. YOUR tagline has to convey clearly and concisely what it is you do, and who you do it for. YOUR tagline can’t afford to be vague.
Easier said than done.
Often, your tagline is created as part of an overall branding package (yes, we do that!) However, if you prefer to create one yourself, follow these steps:
1. Stop trying so hard.
Puns and wordplay can be great! However, spending hours upon hours trying to be witty isn’t going to get you a tagline. It’s going to get you a headache. Be clear, not clever.
2. Know yourself.
List out all the things you currently offer. For example, you might offer websites, marketing automation, and branding. Why do you offer those things better than everyone else? In this case, maybe your websites are search engine optimized, or maybe you offer personalized service.
3. Define your client.
Who exactly is your target client, and what do they call themselves? You might think of them as “small business owners”, but they might prefer to be called “entrepreneurs” – that distinction matters. Get their name right.
4. Value your values.
Don’t just toss in some adjectives for the sake of pizazz – use words that fit with your brand values. Not the words you wish described your brand, either. As much as you may wish it were so, if your brand isn’t “fun”, don’t use fun words.