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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 Neville

Posted

Hey Rose, great try!

However could you make the example more concrete? WHO do you train?

Kids?

Parents?

Teachers?

School Principals?

Or you can show in your tagline an example of results. "We take managers struggling with their employees, and turn them into strict-but-fair managers with a 70% increase in productivity."

 

....something like that can give a REALLY CONCRETE example of what you do.

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Guest Neville

Posted

Lol.....You DEFINITELY need to re-do that 1st one! Way too much vague and buzz-wordy language.

Give proper numbered examples, or concrete industries you help.

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Guest Neville

Posted

.....aren't you a copywriter bro??

You should be able to figure this out :)

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Guest Neville

Posted

Nice!

Maybe you can even show results in your tagline:

"Taking you from basement bass player, to playing on stage."

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Guest Neville

Posted

A headline is generally what you write on the front of your website, title a blog post, or an email subject line.

A tagline is a little blurb that describes your entire business.

I like your #1.....but it's a little buzz-wordy.

Maybe something concrete like: "I'll grow your Instagram by over 50% in the next 2 months. I specialize in getting people from 1,000 followers to 70,000 followers."

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Guest Neville

Posted

Hmmmm......perhaps you can make it more straightforward at this point and say:

"Finding the cure for Duchenne Muscular Dystrophy."

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Guest Neville

Posted

Exactly Theodore. Hopefully this post helps gear people towards making a more common-sense style tagline until they get huge!
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Guest Neville

Posted

I actually DON'T think a lot of small companies need a tagline.

It's not going to make-or-break a company.

What's great about this "finding a tagline exercise" though is it helps a small business owner define exactly what their company does.

A lot of people don't have that down yet!

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Guest Neville

Posted

Lol......that might be the worst one I've seen Juan!

Can you make your tagline more about what you do? It should essentially describe what your business does.

Don't aim for an "aspirational tagline" just yet.....keep it simple and descriptive first.

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Guest Yuvrajsinh

Posted

Your article in a quote : "Brevity is the soul of wit" ;)

Thanks for sharing this tip.

Step 1

We are mobile game developers in India. We provide mobile game development services like 2D and 3D game development services. Feel the real thrill of your creative ideas. (Blah!..Blah!)

Step 2

Feel the thrill. We will convert your creative game ideas in to the reality. We are experienced mobile game developers (Blah!)

Step 3

Awaken Digital Athlete Inside You

Written for : http://gamedevelopment.company/

The website is still under construction.

What do you think about the tagline ?

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Guest Oskidoski

Posted

"Till each glass of the world its a Green Glass"

1) We save bottles from the streets through trash collectors and create the most AWESOME drinking glasses in the world. B certified and Fair Trade chilean company.

2) We cut glass bottles and make drinking glasses

3) "Till each glass of the world its a Green Glass"

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Guest Katie Allred

Posted

1. I help bloggers, businesses, non-profits, ministries, and churches create websites and social media strategies.

2. I help nice people with web marketing.

3. Helping Nice People on the Web

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Guest Hernan

Posted

This post is terriiiiiiiiiiiiiiiific!

My drops of sweat:

I help mortgage debtor achieve two objectives:

First, Save 50K, 100K or more dollars in interest depending on the amount of mortgage

and

Second, Pay your mortgage on half or less the time allotted by the financial institutions.

2) About 50% savings in time and 150K in money to mortgage debtors.

3) Time and money breakthrough for Mortgage debtor

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Guest Manna Ko

Posted

Neville, You're the best! Thank you for your time and consideration :) I'll be signing up for your course as soon as we get a few more things together. Thank you, thank you, thank you :)
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Guest Matteo

Posted

Thanks Neville!!! It would be an honor and a great pleasure for me to have a Nev-Box :)
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Guest Patriot

Posted

I think you need to highlight your credibility in this.

what about "e-mails have their own philosophy"

sorry for my bad english...

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Guest Carolyn Naun

Posted

Ok, maybe you all can help. My business is an unfamiliar concept to much of my target market, so I struggle with succinctly describing what it is that I do.

1. I'm a house call veterinarian offering chronic pain or symptom management, hospice and home euthanasia for pets.

2. Pain management and hospice for pets, in the comfort of your home.

3. (Current tag) In-home Comfort Care for Pets

I feel like #3 is too vague because "comfort care" isn't a well known term. Help?

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Guest Neville

Posted

Hey Carolyn, I don't think your business REALLY needs a tagline at this point. I think your 1st run was actually the most descriptive (and useful) description by FAR!!
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Guest Neville

Posted

Why thank you Hernan!

Your first version seemed the best. The others were far too vague to be helpful.

It seems the best compromise would be "We help mortgage debtors save 50% of their time, $100k+ on their interest, and 100% guide you through the process."

......something like that basically sums up your entire business in a small sentence!

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Guest Neville

Posted

Hey Katie, I actually like the 2nd and 3rd taglines.....but I think if your business is still pretty small at this point, you may want to stick with the 1st one.

It definitely casts a wide net (bloggers, businesses, non-profits, ministries, and churches....), but I understood what you did IMMEDIATELY without any question.

The 2nd and 3rd ones, whilst very clever, just confused me further.

Good job on your 1st pass!

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