What Makes a Great Tagline?
THE LONG & THE SHORT OF IT
BY GAVIN MANLEY
A great tagline isn’t just a clever turn of phrase; it’s your brand promise expressed in just a few unforgettable words. And while there are many approaches you can take to arrive at the perfect tagline, here you will find three key principles that will help elevate your tagline from good, to great.
1. Emotional Resonance
Think about how the tagline will land with your target audience. Will the words resonate on an emotional level? Ideally, your tagline should evoke a feeling or inspire action, depending on your business goals.
For diamond engagement brand Tolkowsky, all of its competitors were focused on the climactic moment when someone gets down on one knee to propose. This created an opportunity to 'own' all the other moments leading up to the proposal itself, and this insight inspired the tagline: 'Before Forever, Ask Tolkowsky.'
Breaking it down into two parts, ‘Before Forever’ encapsulates the unique emotional space Tolkowsky occupies, while ‘Ask Tolkowsky’ reinforces the brand’s generational expertise in diamond engagement rings.
2. Brevity is Beautiful
Arguably one of the best taglines ever written, Nike’s ‘Just do it’ is compelling on many levels. Not only is it just three short words, but it also delivers a powerful call to action (CTA). Aim to distill your brand’s essence into three to five words. Including a strong action verb (e.g., ‘Do’) can make it even more impactful.
For The Irish Network, a community of young Irish professionals seeking to connect with like-minded people in New York City, ‘Together From Afar’ is a pithy tagline that expresses what to expect at one of their events.
3. A Lyrical Touch
When it comes to making your tagline memorable, alliteration and rhyme are your friends—when used in moderation.
The available real estate on the cover of Vicinity—a broadsheet magazine—allowed for a longer tagline. ‘Your Neighborhood Guide to the Upper East Side’ has that sense of rhythm that makes it memorable, while also communicating what’s between the covers of this lifestyle publication.
The available real estate on Vicinity allowed for a longer tagline.
Alliteration—the repetition of the same consonant sound in closely connected words—is another effective technique. For one luxury real estate agent, ‘Elevate Your Expectations’ highlights the superior level of service on offer, while also inviting the audience to think bigger—even beyond the world of real estate perhaps.
“When you’ve shortlisted a few tagline ideas, make sure to say each one aloud several times. Do they roll off your tongue easily? Are they simple for others to repeat? Avoid tongue-twisters at all costs.”
Pro Tips
Leverage AI Tools: Consider using ChatGPT to brainstorm fresh and creative ways to express your brand’s message. While it may not provide the final answer, it can spark ideas and break through creative blocks.
Check Your Title Case: Use a free tool like Capitalize My Title to ensure your tagline is in proper title case before launching.
Good luck!
All taglines above were created by Gavin Manley. View his copywriting portfolio here.