FAQ: How do I create a good strapline/tagline?
Straplines / taglines influence your customers buying behaviour by evoking an emotional response. Your strapline should be a short phrase that captures your company’s brand essence, personality, values and positioning. It also distinguishes your company from your competitors. Ultimately, your strapline is your slogan, clarifier, mantra, company statement or guiding principle that describes, synopsises or helps to create an interest.
Traditionally straplines / taglines are used in advertising and are applied to marketing activities as the centrepiece of your positioning strategy.
A cross section of strapline examples...
Imperative straplines, where the command is based on action and usually starts with a verb;
- Nike: Just do it
- Toshiba: Don’t copy. Lead
Descriptive straplines, where the command describes the service, product, or brand promise;
- Philips: Sense and sensibility
- Target: Expect more. Pay less
Superlative straplines, where the command positions the company as best in class;
- DeBeers: A diamond is forever
- BMW: The ultimate driving machine
Provocative straplines, where the command is thought provoking and frequently a question;
- Microsoft: Where are you going today?
- Sears: Where else?
Specific straplines, where the command reveals the business category;
- HSBC: The world’s best bank
- Olay: Love the skin you’re in
Essential characteristics are...
- Short
- Differentiated from its competitors
- Unique
- Captures the brand essence and positioning
- Easy to say and remember
- No negative connotations
- Displayed in a small font
- Can be protected and trademarked
- Evokes an emotional response
- Difficult to re-create
