What Is a Tagline and How Do I Write One?

A tagline is a short, memorable phrase that sums up what your brand stands for or promises. To write one, define your audience and core benefit, then craft a short line, typically three to seven words, that is clear, distinctive, and easy to remember.

A good tagline sits beside your logo and helps people understand and remember your brand quickly. It is different from a campaign slogan, which can change, while a tagline usually stays with the brand for years.

What Makes a Good Tagline?

Strong taglines share a few qualities.

They are:

• Short, usually three to seven words
• Clear about the benefit or promise
• Distinctive, not generic
• Easy to say and remember
• True to your brand voice
• Consistent with your brand positioning

How Do You Write a Tagline?

Follow a simple process.

Steps include:

• Define who you serve and what makes you different
• Identify the single main benefit customers get
• List your brand’s personality and values
• Write 20 to 30 rough options without judging them
• Shorten each one and remove filler words
• Test your favourites with real customers

What Should You Avoid?

A few mistakes weaken taglines.

Avoid:

• Vague claims such as “the best quality”
• Long sentences that are hard to remember
• Clichés that any brand could use
• Wordplay that confuses the message
• Copying a competitor’s line
• Skipping a trademark and Google search before you commit

Conclusion

A tagline gives your brand a voice in a few words. Start with your audience and benefit, keep it short, test it, and check that it is not already taken.