Creating a kickass tagline, phrase or title can give understanding or meaning to what you do – especially if you have a brand name that doesn’t mean something to someone. So for example I use my name as my business name, which means nothing to those that are coming into contact with my business for the first time so I include “your personal brand photography expert” to expand on what I do. If your business has a name that does not show what it is you do to those connecting with your brand then having a tagline or slogan can be added to give your ideal clients a deeper understanding of what it is you offer. Without this – they may move on to another service provider.
A tagline can be a valuable part of your brand strategy, it can differentiate your brand from your competitorsand boost the credibility of your brand. It is an effective strategy for small businesses or start-ups that want to build brand awareness.
Your tagline should communicate your brand’s identity, purpose, and values in a creative way that makes it stick with your audience.
Think of McDonald’s “I’m lovin’ it” or Nike’s “Just do it.” These phrases are almost, if not equally, as iconic as the brand names themselves.
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3 Taglines you could use in your business
Differentiation Tagline
What makes you different from other service providers or companies. This helps potential clients pick you because they resonate with your brand because you are different from the rest. A differentiation tagline reinforces how you are different. This is an avenue to show your unique selling point and it will help customers trust your brand.
Apple – think different
This tagline helped apple differentiate itself from ints main competitor and show the simplicity of its products. Thinking more creatively – outside the box.
Loreal – because you are worth it!
This tagline united woman everywhere. It has become symbolic with empowerng woman of all ages.
Results tagline
A results-orientated tagline emphasizes the good results you are going to provide for your customers and clients. This can include, how you might make them feel, what you are going to achieve. This type of tagline focuses on how you serve your audience, what results you would get them. It offers your audience an inscentrive to engage with you.
Air BnB – Belong Anywhere
If you are a traveller you want the comfort of home where ever you go. Airbnb’s tagline promises feeling of comfort, safety and homeliness where ever you are.
Informational tagline
This tagline explains exactly what your business does. It can be a good way to communicate more information about your business, particularily if you have a small business that’s relatively unknown. If you have a generic company name, like your name or something that doesn’t say much about your business, an informational tagline can be a useful way to tell people what you do.
Pippa Tanko Branding – brand photography specialist
This simply tells people what I do.
My 3 Steps to creating a kickass tagline.
Step 1 – Identify your business goals and how you serve your customers.
Think 5 years down the line, where do you see your business? How will you serve your customers and how will you have impacted their lives?
Step 2 – Brainstorm your ideas
Once you have defined your business goals, brain storm some ideas based on your goals and the three types of taglines mentioned above. Write down every idea that comes into your head. You will probably find that once you start they just keep on coming.
Write down words that communicate the emotions you want your clients or customers to feell. Then connect these words into phrases. Try to keep it simple.
Step 3 – Select the one that suits you best and fine-tune it.
You should now have a number of phrases to choose from.
Finetune it, make it as short as possible and keep it simple and catchy. I sometimes play around with the wording – using a thesaurus to find new words that mean the same thing can be helpful to really hone your message.
Ask your self: Does it communicate the unique value of my brand? Is it memorable?
If your answer to these questions is ‘yes’, then you have yourself a tagline.
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If you would like to find out more about how I can help you build a fearless brand then get in touch.
