What are Taglines?
Your tagline is a small set of words or a short phrase that you use to make your company and products stick in your customers’ minds. It should also invoke a mood and create a bond with your customer. Here are some famous examples:
- Allstate: “You’re in good hands.”
- Nike: “Just do it.”
- Disneyland: “The happiest place on Earth.”
- Staples: “That was easy.”
Taglines can instantly move your prospects and consumers one step closer to your company, providing additional opportunity for recollection and resonance with your brand.
Creating Your Tagline
Consider the purpose of your tagline: does it have additional information about what you do? Or does it generate a feeling you want to be associated with your brand? If there is something distinctly unique about you, use your tagline to call this out. If it is your brand personality and values that distinguishes you from others, go the emotive route. When authored correctly, the effectiveness of a tagline is immeasurable and can capture the attention of new consumers for years to come. Not to mention the positive impact words can have in driving brand loyalty from your past customers and turning them into repeat customers. No matter how you look at it, there’s an undeniable value to be claimed if you can create a memorable tagline that people connect as the solution to a specific need they have in their life or business.
Length of Your Tagline
Some of the most memorable taglines are concise and to the point, no more than 4-5 words long. Nike’s “Just Do It” is only three words long but is instantly recognizable and immensely descriptive. Taco Bell’s “Think outside the bun” positions them as a departure from the plethora of fast-food competitors and does it with a touch of humour too. Whatever your company does best or provides as a solution that no one else does will work nicely. Then, trim the words down to their core elements without losing the meaning.
Branding Your Business
Branding your business is not the same as your business having a brand. Your brand is the perception that others have on your company based on their interactions with it. By being consistent and true to your passion, your brand will live strong despite not having full control over it.
On the other hand, you have 100% control over branding. Ensure you have the three key elements of your branding: company name, logo, and tagline—on every piece of advertising that your customers and prospects may see. Yes, this includes invoices. To be effective, your tagline must be used consistently in the same relative position in every piece of collateral.
Positioning Your Tagline
A tagline is not just a tool to assist your customers in remembering your company. Short, concise taglines also provide flexibility in how they can be used and where it can be placed. A tagline that’s too long can take away from your logo and name.
The location of your tagline depends greatly on the display medium. The layout and orientation dictate tagline placement, too. A portrait orientation would force you to stack your tagline beneath the logo, whereas a landscape orientation would allow the tagline to have space of its own beside the logo.
For digital mediums such as your website, your tagline could be placed:
- Above the main navigation
- Immediately beside or below your logo on the home page and/or child pages
- In the footer
- On your ‘About Us’ page
- On your ‘Contact Us’ page
- …and more
For print, you can place your tagline:
- Below or beside your logo
- In the masthead of a document
- In the footer of a document
- Prominently displayed on a presentation folder
Post-Press
At the end of the day, where you choose to place your tagline depends on the message you want to deliver to your target audience. Remember that your taglines say a lot about your brand and personality. Make sure you place it where it will get attention throughout your website or on social media.
Minuteman Press Calgary Shepard can work with you to create a logo with a tagline that will stand out from the crowd and communicate your brand because we design, print and promote you! Book a consultation today and we’ll get your tagline rolling.