It’s no easy job to distill a complex brand spirit into a couple of words, but that’s exactly what great taglines do.
It's incredibly difficult to be succinct, and it's especially difficult to express a complex brand vision in just a few of words – which is exactly what you'll do when you craft your tagline in this module.
Put into practice, some of the world’s most recognizable taglines are
Rather than encapsulating exactly what they do, these taglines speak to their brand essence – both their mission and the feeling they’re hoping to spark for their customers. To get started brainstorming your tagline, try looking back to your Brand Story and Mission to pull inspiration.
Elevate your impact
Your tagline is what communicates your brand mission and essence in seconds – everywhere from your website to packaging.
Complete exercise and fill in Slide 3.1 of your Brand Guidelines
Put pen to paper and brainstorm
Keep the following questions in mind:
1. Does this tagline align with my Brand Adjectives?
2. Does this tagline speak to my Mission?
3. Do I think this tagline will resonate across all of my Audience Personas?
Then run them by at least 5 people in your Target Audience. Try to find people who will give you honest, critical feedback. After getting their initial response, you can follow up with the “ABCD” framework:
1. What’s Awesome?
2. What’s Boring?
3. What’s Confusing?
4. What Didn’t you believe?
Try pairing your tagline options with any business materials you currently have to see if things feel cohesive.
Write the tagline you feel will best communicate your Brand Story to your Target Audience.
See Our Client Example For 3.1 Tagline
The Brand: Yem Silk
Description: Women's Luxury Silk Apparel
Click on the tab below for a walkthrough of this example.
For our client, a luxury silk line called Yem Silk, it was key that we clearly communicated the apparel line offered the luxury of loungewear comfort through pieces that looked elevated enough to wear all day long.
We summarized this concept through the simple, 3 word tagline, “all day loungewear.” We kept the tagline straightforward to clearly communicate this novel concept and paired the line with elevated visuals to keep the words from feeling like we’re promoting a more casual, sleepwear line.
Additionally, this tagline can stand alone or can be paired with the phrase “made from the purest silk” to focus on the quality of the fabrics.
Therefore, when you’re creating your tagline, think through how it will pair with other copy, visuals, and messaging across your promotional channels.
Here are additional Resources to support you in the Exercise:
Article
A solid list of taglines to help you find some inspiration for your own.
