Crafting a memorable tagline
What's the difference between an elevator pitch and a tagline?
While elevator pitches explain what you do in 30 seconds, taglines distill your brand's essence into just a few memorable words.
Think of Nike's "Just Do It" tagline. They avoid a detailed explanation of their athletic gear.
Apple invites rebels to "Think Different." They don't mention computers or devices at all.
Great taglines share three essential qualities: they're memorable, meaningful, and authentic to your brand.
They stick in people's minds, communicate a clear benefit or emotion, and feel genuine rather than forced.
How to craft a tagline
Start by identifying your core promise or unique value.
What's the one thing you want people to remember?
Stay away from adjectives and industry jargon. Keep it simple!
Write several versions, then test them.
Read them out loud. Ask others what they think you do based on your tagline alone.
Your tagline should pass three tests:
1️⃣ Can someone repeat it after hearing it once?
2️⃣ Does it spark curiosity rather than explain everything?
3️⃣ Does it stir emotion or evoke a feeling?
A tagline should focus on the transformation you create.
Be patient with yourself. It may take a page full of draft taglines and lots of sifting until you land on the right one.
But once you have the right tagline, you'll have an easy way for clients to remember who you are and what you are all about.
