If you’ve ever had to try coming up with a tagline or slogan for a product, service or business as a whole, you’ll probably agree with me in saying it’s not an easy thing to do. Many of my clients have commented that writing an effective tagline has been one of the biggest challenges for them in their marketing communications development.
A tagline needs to be concise, to the point and memorable, while also telling your potential customers or clients something about your business (preferably the most important thing – we’ll come back to this in a minute).
So, here are 4 quick tips to help with coming up with an effective tagline…
1. Have you done the strategy groundwork on your business? Do you know what the most important thing is that your target audience most care about from your product or service? Is it quality? Expertise? Customer care? Or maybe something more emotive like the feel-good factor. It’s also worth considering what it is that sets you apart from your competitors, and what you want to be well-known for in your field or industry. It’s useful to try and pin this down to just one (at a push two) things. I know this is hard, but doing this will make constructing a tagline that typifies your business’ most important feature lots easier. You also need to think about the extent the tagline is also required to communicate what it is you actually do. The name of your business or product might already do this so your tagline doesn’t need to (e.g. If the name of your business is ‘Photo Restoration Services’), but if your name doesn’t explain what you do, you may also need to think about how to work this into the tagline as well.
2. Find inspiration! Sitting down with a blank sheet of paper and pen might not be the greatest way to get creative coming up with a tagline. You could begin by reading testimonials or feedback comments from past customers if you have them, looking at the sorts of words and descriptions they have used when speaking about your business. Ask friends and colleagues who know you and your business well for ideas; people process concepts in different ways and they might be able to capture things in a way you wouldn’t have come up with on your own. You can also test out your ideas on people who are less familiar with what you do and ask what they think you are trying to communicate about the business, product or service. Alternatively, a good tip is to go for a walk, both physically and mentally. There is no ‘correct’ process to arriving at a tagline – use whatever you think will help you to arrive at a clear and compelling message.
3. Play around with words and phrases. I have seen good taglines in the form of commands, descriptions and even questions, so play around with the structure a little. Look up synonyms and related words to those you think help say what you want to say. And don’t forget to test out different ideas by saying them out loud, not just seeing how they look on paper.
4. Allow scope for growth. Your tagline is part of the business identity. You don’t want one you’ll have to change every time you add a new product or service to your portfolio. This is especially important if your business is still quite new as you may wish to change things about your business in the first few years. So is your tagline specific enough to clearly convey what you’re about, while being generic enough to allow for some future change and growth?
Above all, don’t panic if a suitable tagline doesn’t come to you straight away. Be prepared to be patient and give the ideas chance to develop in your mind.
Over to you
How have you gone about formulating a tagline or slogan? What has led you to finding just the right words to sum up your business or product? Leave a comment below, let us know what’s worked for you.
I hope you find these tips helpful. Please do get in touch if you would like to chat more about your marketing communications for your business.
Thanks for reading,