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How To Create A Great Tagline For Your Business (w/ Examples)


Neville


When talking about a "Tagline" for a business, you'll commonly hear some popular names cited such as:
Tagline examples of big companies
The taglines examples you'll see are typically that of ginormous brands.
But that's the problem with these examples...

 

They're all HUGE PUBLIC COMPANIES!


Billion dollar tagline brands
Every single one of these examples has been around for decades and is worth billions of dollars (here's a list of all the company slogans on the S&P 500), yet somehow people think their much smaller businesses should have equally vague brand taglines.
Well before we build our billion dollar brands, we might wanna start a little smaller:

 

 

 

 

The Evolution of a Tagline:


Let's you and I start a little side business together.  Let's see how our tagline may change as our company grows in size.
Notice how the tagline grows from a "descriptive tagline" into a more "aspirational tagline" here:
Evolution of a tagline
At that very beginning stage when we're at $0/year, having a vague tagline such as "Tell the world" will be relatively useless to us.
However once we start closing gigantic deals, have that fancy office on 5th Avenue in New York, and handle marketing for Fortune 500 brands.....then maybe "Tell the world" is a more appropriate tagline!
 
So yes, when you're at the level of a large business, your tagline will often be something short and clever and "aspirational."
However, if you're not there juuusst yet, here's a quick formula to follow:

 

 


 

 

Here's the 3-step process for creating a tagline:


Step 1.) Dump out your entire business in a few sentences.
Step 2.) Trim it down.
Step 3.) Trim it down to one short sentence.

 

 



The #1 best way to create a tagline for your business is to describe what you do in the shortest space possible.
This process is like trying to cram a large thought into a single Tweet.
Let's jump into some examples of how we would do this:

 

 

 
Sumo-Logo-300x55.png

Sumo Tagline Example: 


Step 1.) Dump out your entire business in a few sentences:
"We create tools that go onto any webpage that help promote and share your website to get more traffic through several tools: Share buttons, Welcome Mats, Pop Up email collects, and more.  We make these tools really easy to use."
Step 2.) Trim it down:
"Tools that go onto your webpage to help promote and share your website to get more traffic."
Step 3.) Trim it down to one short sentence:
"Tools to Grow Your Website’s Traffic."

 

 

 

 

 
wpengine-logo-png

WPengine Tagline Example:


Step 1.) Dump out your entire business in a few sentences:
"It's really cheap to host a Wordpress site, but when something goes wrong, your host will be no where to be found. Also, Wordpress gets hacked if you don't upgrade it or choose poorly designed plugins." 
Step 2.) Trim it down:
"WPengine makes hosting a website on Wordpress super easy.  We're like the perfect website host."
Step 3.) Trim it down to one short sentence:
"Wordpress hosting, perfected."

 

 

 

 

 
WeWork_logo

WeWork Tagline Example:


Step 1.) Dump out your entire business in a few sentences:
"WeWork is a community space where people can co-work together or rent larger private offices.  We let you do what you love by providing fast internet access, bathroom facilities, coffee, beer, and meeting spaces."
Step 2.) Trim it down:
"A community space where you can focus on what you love doing, and we will handle all the hassles of running an office."
Step 3.) Trim it down to one short sentence:
"Do what you love."


Think of your tagline like a "Headline For Your Business."
Your tagline will often be placed on things like:

 

 


  • Flyers

  • Stationary

  • Outdoor signs

  • Business cards

  • Website headers



  •  
  •  


These are items that have only a quick-shot at getting someone more interested.

 

 

For this reason, the only job of your tagline is to get attention and make your customer want to read/research more!

 

 

A note to people who have spent more than 2 hours of brain-time trying to "Come up with a great tagline":


Your tagline will unlikely be a big driver of business. Like....at all.
I've NEVER gone to McDonald's because "they had a cool tagline."
It's cause I want food stuffed into my face immediately.
I've never done business with a web designer because his tagline was clever like "Design for life."
I've never bought a car because the tagline was "Zoom Zoom."
Just remember....
no-one-buying-tagline
You should be focusing waaayy more of your time on:

  • The quality of your product.

  • Getting referrals from other people.

  • Getting feedback from customers.



  •  
  •  

THOSE are all things that will increase your business.
If you have spent more than two hours trying to come up with a tagline for your business, you are definitely focusing on the wrong thing.
Use the 3-Step Tagline Formula shown above, knock your tagline out, make sure it's not "too clever", and then focus on improving your business in REAL ways!


With all that said, I do respect some taglines floating around out there.
For example, here's my all time favorite tagline:
geico-tagline-example
Geico has gone through all sorts of cutesy characters as their "spokesman", but their tagline has remained the same:

 

 


"15 minutes could save you 15% or more on car insurance."


This tagline kicks butt because it's jam-packed with important stuff....and only in about 10 words!
geico-tagline-example
Dang.....that Gecko knows what he's doing!
Let's just compare this brilliant Geico tagline to a few of their top competitors in the insurance space....Statefarm and Allstate:
Insurance Tagline Examples
I mean, without having previous experience knowing what these companies do…..would you have ANY clue what they sell based off their tag lines?? No.
Bravo Geico. Your tagline could be used for a $100/year insurance business or a $50Billion/year insurance business.
So remember, use the 3-Step Tagline Formula from above to create a quick tagline and description for your own business:
The 3-Step Tagline Formula
Step 1.) Dump out your entire business in a few sentences.
Step 2.) Trim it down.
Step 3.) Trim it down to one short sentence.

 

 

 


Watch this video guide on How To Create A Great Tagline:

 
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P.S. See every slogan from the S&P 500 here (all the slogans from the top 500 companies).
P.P.S. Try running your own business through the 3-step process for creating a tagline:
Step 1.) Dump out your entire business in a few sentences.
Step 2.) Trim it down.
Step 3.) Trim it down to one short sentence.

 

 

 

 

 

P.S. Leave a comment below with your own tagline!

 


User Feedback

Recommended Comments



Guest Don Johnson

Posted

Sorry for the abbreviated post; I will continue.

The organization is Books for Pastors, and my original tagline was "Making disciples in all nations - one book at a time." However, that seems long and languid.

I am open to some suggestions, and am thinking of something like

"Equipping pastors with tools and truth"

I like alliteration when it works, but this sounds too "kitchy":

"Preparing pastors with training and tools"

The other challenge with alliteration is that the tagline will be in Spanish also, and it is not likely that alliterated English will translate to alliterated Spanish.

What are your thoughts or suggestions?

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Guest Don Johnson

Posted

Maybe this:

"Teaching and tools to help pastors discover truth."

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Guest Peter

Posted

I’m starting up a project management company called Vision Elite Project Services, dealing with retail refits and new builds any ideas for a tag line
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Guest Vickey Berg

Posted

I’m looking at starting an online gift shop for champagne & bubbles. Any ideas for a tag line as I’m so new to all of this
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Guest Valaura

Posted

I am a handcrafted artisan who makes all natural soaps & Skincare. I do have a website, facebook, and do shows/festivals. No storefront yet. My business name is very self explanatory.. Valaura's Artisan Soaps & Natural Skincare....I'm thinking this for my tagline..but would love some opinions back too :) Thanks

I could use some feedback please :) Ive recently tweaked my business name and along with it am looking to update to a new tag line also. Heres what I'm thinking...Tell me your thoughts please and ty

"S.K.I.N.CARE WITH A SOUL"

(Sustain-ably sourced, Kind to animals, Intergrity in every bottle, Never any dyes, phthalates, formaldehyde)

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I am a Digital Marketer starting my own business to show others that there is a way to make a change in their life. I always knew I was made for a purpose/more than to slave the 9-5, but it wasn't until recently that I finally found my own way. . . I know there are others out there. I just don't know how to put it into a tagline.

As of right now I have "Strengthening Everyday Courage to Awaken Your Life's Purpose and Master Success", but it's not to the point.

I need to add something about turning employees into digital entrepreneurs.

Thank you!

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Teaching pastors to preach

Preparing pastors for preaching and teaching

The good Samaritan on your pastoral journey

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Here is my Business tagline (Growth is Possible.)

My business focuses on training individuals, business owners, nonprofit organizations leaders, and government agencies in the following subjects:

Leadership, personal development, Entrepreneurship, and Technology. Please let me know whether the tagline above will be useful.

Thank you in advance for your help.

Mading,

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Guest What Makes A Good Writer? (Plus a quiz) :: Kopywriting Kourse

Posted

[…] Writing Taglines (proposed a different way of creating a tagline than others). […]
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Good one ^^^.

another possible option to chew on:

"Master success doing what you love."

Good luck!

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New at this law firm and starting looking into re-branding as a family business brand since the law firm provides general law services.  below are some of my tag lines and underneath is their first paragraph of the about us.  Needing major help!

I have tag lines such as the following: 1)  rare and different - like your legal matters, 2) deep family ties which provide rare insight to the law, 3) a unique approach to a standard practice

MAK & Associates take pride in being one of the longest established legal practices in Dubai.  Since 1983, our diverse and multi-layered experience has given us profound knowledge of the local laws and procedures, and combined with unprecedented international legal expertise, guarantees that we provide our clients with bespoke and up to date counsel.

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Guest Toni Porter

Posted

I think you may have said it already.

"Turning employees into digital entrepreneurs."

Or

"Developing digital entrepreneurs."

Or

"Creating and developing digital entrepreneurs."

Or

"Employees to entrepreneurs digitally. You're turn. Or Who's next?"

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Hello,

I Am trying to create a very good tagline for my new IT business - Techdignify. the company is offering SEO, SEM, Web development and more services. could you please advise me.

Awaiting for reply.

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Guest Kimberly Smith

Posted

Neville, I couldn't have come across this at a better time! Thank you thank you thank you.  I WAS that person who got stuck on the tagline and it pretty much immobilized me as I could not move ahead on anything else until I got " unstuck" from the tagline thing. Being a creative and an adult with ADHD, I tend to either hyperfocus on things that are not as critical or I cannot pin down any one concept as my brain is on idea overload and I can't keep up. I would love some assistance!
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I'm going to open my center

Name is "Lingo learning Envision  " how can I make tagline??

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Guest Neville Medhora

Posted

Awesome Kimberly, glad this helped move you forward in the process!
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Guest Home Decor Taglines – Love Your Home

Posted

[…] How To Create A Great Tagline For Your Business (w/ Examples) […]
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