Distilling the essence of your business down into a simple, catchy tagline can feel like a daunting task, but fear not. Today, you are going to learn how to create a compelling brand tagline for your business.
Your Brand Tagline
Just do it. Think different. The breakfast of champions. What’s in your wallet? These are a few examples of the most well-known brand taglines ever created. There’s nothing really magical about any of these statements. It’s just that over time, they’ve become synonymous with the brands they represent. None of these slogans mention their brand by name but there’s no doubt who they belong to.
Your brand slogan or tagline helps communicate what your brand is all about. Your tagline can convey your brand’s core essence, the value you offer, who you are as a brand, or who you aspire to be. An effective tagline can help position your brand as the different and better choice.Your brand slogan or tagline helps communicate what your brand is all about. Your tagline can convey your brand's core essence, the value you offer, or who you are as a brand. Click To Tweet
How to Create a Compelling Brand Tagline
“Writing is easy. All you have to do is cross out the wrong words.” -Mark Twain
Crafting a compelling brand tagline may seem pretty challenging, but it isn’t. Believe it or not, there isn’t any spell-casting or magic involved in the process. The easiest way to create your brand tagline is to start with your value proposition and then whittle it down.
If you’ve done your homework from yesterday’s post, you should have a pretty good value proposition written. Using your value proposition as your starting point, begin trimming out all of the unnecessary bits. The idea is to start whittling it down to its essence—the essence of your brand.
For example, here’s the Starbucks value proposition I created:
At Starbucks, we create a consistent and intimate experience around drinking coffee, an experience that people weave into their lives. We serve the best coffee in the world and treat our customers with kindness and respect. Our customers come for the coffee but often end up staying for the atmosphere.
Next, I took out a lot of the unnecessary stuff and ended up with this:
At Starbucks, we create experiences in our stores that extend beyond just drinking great coffee.
And then I tried to say the same thing just using a few words:
Starbucks: Expect more than coffee.
Examples of Awesome Brand Taglines
Below are examples of some of my favorite brands and their taglines. I’ve included their value propositions as well. I want you to see how they’ve trimmed them down to their essence and then crafted a short, simple, yet compelling tagline.
Squarespace makes beautiful products to help people with creative ideas succeed. Our platform empowers millions of people — from individuals and local artists to entrepreneurs shaping the world’s most iconic businesses — to share their stories and create an impactful, stylish, and easy-to-manage online presence.
Squarespace: Make it beautiful.
Dollar Shave Club makes and delivers everything you need to look, feel, and shave like a million bucks. Get quality razor blades and grooming products delivered to your door every month for just a few bucks.
Dollar Shave Club: Shave Time. Shave Money.
99designs is the world’s largest online graphic design marketplace. We connect more than one million talented freelance designers with creative people, genius entrepreneurs, savvy businesses… anyone who needs great work.
99designs: Design is the secret to great business.
Trail Runner is the only magazine dedicated to the off-road running community, encouraging runners of all ages and abilities to experience the outdoors and achieve a healthier lifestyle through off-road running. Trail Runner magazine inspires and informs with accurate, intelligent and in-depth writing and compelling photography.
Trail Runner Magazine: The Authority on Off-Road Trail Running.
ConvertKit is built by bloggers, for bloggers. With your unique needs in mind, we’ve created a tool that gives you the power to earn more from your email list while keeping the human element in something as personal as email.
ConvertKit: Email marketing for professional bloggers.
Day 14 Action Item—Create Your Brand Tagline
Today’s homework is to create your brand tagline. Sit somewhere quiet, open your 21 Days to Build a Better Brand Workbook, and flip to your value proposition. Start eliminating words and phrases from your value proposition. Get it down to one sentence if you can. Next, keep whittling it down until you have just a few words or one key phrase that sums up the essence of your brand.
A few things to keep in mind:
- Don’t try to be too clever or unique. Squarespace’s tagline, Make it beautiful, is nothing special on its own. The meaningful part comes when it’s paired with who they are and what they do.
- Keep it short and sweet. Focus on one compelling aspect of your brand. Your tagline should be only a few words, so don’t try to say it all.
- Sleep on it. Come up with a few possible taglines and then put them away until tomorrow. You might be surprised how different things look after you’ve stepped away for a bit.
Coming up: Tomorrow you’ll learn how to create an awesome logo, one that accurately represents your brand.
Today marks the end of week two of the 21 Days to Build a Better Brand series. I want to hear how everything is going for you! Send me a message and let me know if you have any questions or need help with anything.
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