A tagline can be the most fun, creative and insightful element of your digital branding. A tagline tells the world what your business or organization, or a specific product or service, aspires to be in one or two catchy, concise sentences. Disneyland simply isn’t “A Fun Theme Park In Anaheim, California,” it’s “The Happiest Place On Earth!” It’s debatable whether or not Disneyland truly is the “Happiest Place On Earth,” but part of a good tagline is the ability to make your brand as desirable to potential customers as possible without making demonstrably false or misleading statements. Not only can creating a strong and effective tagline give a great boost to your branding, but the process of developing the tagline can help you identify exactly what unique values your business delivers to your customers.
What Makes Your Business Unique?
The first key to developing a great tagline is identifying what unique factor separates your business from your competitors. It doesn’t matter if your products or services are unique or common– there has to be at least one thing that makes your business unique and sets you apart, otherwise why are you in business in the first place? If you are offering a unique product or service, your tagline should reflect this uniqueness, but if you offer a common product or service, you have to identify why a potential customer should choose your business over a competitor. Are your prices lower? Are your employees friendlier or more dedicated? Are you located in a convenient area? Any one of these attributes can be used to develop an effective tagline.
Be Creative And Have Fun!
Developing your branding elements isn’t always all fun and games– choosing a font or color scheme can be potentially tedious, and developing a logo can be a frustrating process. Even coming up with a good tagline can be stressful. But even though it can be a lot of work, don’t forget to have fun with the process. Developing ideas for your business’s tagline can be both fulfilling and fun if the process is not needlessly rushed. Remember, your mission is to quickly and concisely convey to a potential customer what benefits your product or service offers. The personality of your business and your brand should be reflected in your tagline, and it needs to set you apart from your competitors, so do your best to ensure that this personality and uniqueness is reflected in the taglines you create.
Don’t Go Overboard
While creating a tagline can be a fun and enlightening exercise, it is important to ensure that you don’t go overboard and create a tagline that is too confusing or off-putting to potential clients or, worse, a tagline that is false or misleading. Once you’ve created a few taglines or compiled a list of ideas, take a break and then re-read what you have with a fresh set of eyes – if you are a potential customer who is unfamiliar with your brand, would your tagline make sense or be effective in conveying the spirit and personality of your business? Finally, be careful that you don’t include a statement that can be proven to be false or misleading – you can claim that your business is a “favorite” of many, but don’t make a claim that your product or service is the “best” or “greatest” without proof, such as the result of a third-party poll or review.