The Catch Phrase of Your Company
A tagline serves as your company’s catch phrase. While the term “catch phrase” might sound cliché or remind you of popular ’90s advertising jingles, what this proves is that they are nothing if not memorable. A tagline encompasses your company’s mission in as few words as possible; it’s an advertising technique that expands on your company’s name without being too much of a mouthful. Think Nike’s “Just Do It,” McDonald’s “I’m Lovin’ It,” or the California Milk Processor Board’s “Got Milk?” campaign. These guys totally nailed their taglines—and so can you.
Short, Sweet and Simple
While it’s important to have a lengthier, in-depth mission written and prepared, save that for your website, where you have room to discuss your goals and your audience has the time to read them. What you want for your tagline is something short. Ask yourself this: Would you be able to repeat your tagline in the time it takes to pass someone on the sidewalk? If the answer is yes, then you’ve got the short part down. As for simple—that’s exactly what it sounds like. You don’t want to use long words or make your tagline a tongue twister. Although word play is effective and memorable, stay away from too much alliteration, which can be difficult to say repetitively—and if it’s good, people will be repeating it.
Mixing It Up
Remember that your company’s tagline is its primary form of advertising—some might call it the most important ad created! That being said, don’t be afraid to mix it up if the times call for change. For example, since its inception in 1886, Coca-Cola has changed its tagline 60 times! Once your company’s tagline is established with your audience, a new tagline can keep your name fresh and current. While your company name should remain constant (audiences find comfort in familiarity), changing your tagline can be a simple but noticeable way to re-captivate your audience and attract new people, which is, of course, what your tagline helped you do in the first place.