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


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...



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 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 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 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....
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 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!
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 Laura Harris


Hi Neville,

To my right is your pop up box that is a terrific example of this post. It says, "I'll make you a better writer."

My current tagline for my personal finance blog is "See where saving can take you." I do like it, but ironically, I don't think I'm taking my readers on that journey yet. So I either need to apply your 3 steps and come up with something new, or get my act together and deliver on this promise. Thanks for the guidance.

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We create music for every imaginable use including radio,television, and Internet marketing. We listen to your needs and with 10+ years experience in commercial music production we capture your ideas. It's possible we already have created what you need.

2. We create music for every imaginable use including radio,television, and Internet marketing. It's possible we already have created what you need

3. Music Everywhere!

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Guest Matt P


Sitting at my desk cracking up at this.

This tagline could apply to a variety of "services".

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Guest Matteo


Hi Jason! How about this:

"All the Music you need!" or

"Your Musical Partner!"

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My initials actually worked out. Just starting out with the basics and growing from there.

Profit, Growth, Momentum

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Guest Joe Siebert


[What you do] [How you do it] [impact]

"Water Into Wine With Street Magic, Gain 25% More Conversions"

"Supernatural Marketing"

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Guest Gareth Jones


This is so true. I'm constantly surprised by how many business owners, or entrepreneurs launching their new biz, seem completely surprised when you boil it down like this.

Just tell people what it is you do for them! (Okay, not quite so simple, but that's the bare bones!)

"Hey, what's your slogan?"

"Oh, it's Exceeding Greatness, Redefined."

"Um... so what do you do, exactly?"

"We sell ice cream!"


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Guest Andrea


Hello Nev,

I really enjoy this post, so good man! I have a PR for startups and my tagline is "It's time to tell you story" but i don't if it the best, any help?

Pd. Really hope to get one of your boxes <3 :D

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Sometimes I wonder if I do too many things to market all together -- although to me, it all feels like the same work. So...

1) I teach yoga for people recovering from addiction, injury, or heartbreak, without being wimpy or woo-woo. I perform unique weddings for the spiritual but not religious who want to honor the solemnity of the occasion without being too serious. I coach extraordinary people who are transitioning to a new phase of life. I inspire people to be curious and courageous through connection.

2) I teach and coach extraordinary people to greatness. (UGH. TOO WOO WOO!)

This is usually where I get stuck. Thoughts?

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Since "tool" can be a negative word, would this be better?

"Home and travel peace of mind"

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A suggestion, perhaps?

"Attract Clients That Become Raving Fans"

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How about "leading the way from ordinary to extraordinary?"
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I am a weight loss specialist and fitness coach. I help women in their 40's keep off mid-life weight gain and show them how to get and stay lean through the development of habits. The goal is to make weight loss and looking/feeling your best, so easy, you'll think you're cheating.

How is this? "Make your weight loss goals a habit." Or, "make living lean a habit" or "weight loss so easy, you'll think you're cheating".

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"Weight loss so easy, you'll think its cheating" is super appealing to me!
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1) Finding the best gear and accessories to help crush your WOD. Video based tutoriols on movement efficiency. Online courses to tackle elite movements like double unders and muscle ups.

2) online resource for learning how to become better at WODs

3) WOD Better.

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Guest Dave Bross


What is a WOD? I really don't know. Acronyms maybe not a good idea?
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Guest Dave Bross


And if we were Brits, we could have some real fun with "banker."
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