Creating Taglines That Stick

The poet David Clewell jokes that the greatest line of poetry in the 20th Century is “Raid kills bugs dead,” the tagline for the popular insecticide. Considering the line’s ability to implant itself in your memory, and its staccato sound that makes it fun to repeat, some marketing consultants would most likely agree with him.

In fact, they might even say that a great tag line aspires to the art of poetry in terms of conveying language that is compact and linguistically memorable. However, like writing good poetry, creating taglines that stick can seem like a monumental task. Exactly how should you proceed?

The anatomy of a good tagline

Sometimes, memorable taglines appear spontaneously during brainstorming sessions, but they’re typically the result of a deep understanding of the role you want to play in your audience’s lives. The guidelines below are not exhaustive, but they offer a good way to kick around the concept of creating taglines if this is your first time performing the task.

Have a communication goal

The communication goal for a tagline should be decided upfront. What’s the feeling you want to convey? What’s the point of view? Thinking about unique aspects of your company and its offerings is a good way to create the substance of a tagline. Then it’s time to decide how to make the delivery. Would an emotional appeal work? What about a pragmatic statement? It pays to know your target audience.

Make it memorable

Of course, a tagline needs to be memorable. The key is to make it memorable in the right way. For example, the tagline “Simply the best” is memorable, but that’s because over 20 companies and at least one 80’s band use it. Whether a tagline makes a prosaic statement or uses a phonetic device such as onomatopoeia to say something fun, it needs to say something that no other tagline does. The tips below help with this task.

State a key benefit

“Raid kills bugs dead” is an example of a tagline that states a key benefit. In fact, it states the only benefit the product offers. As you think of the benefits of your company’s products or services, think of them from the buyer’s perspective. What benefits make people retrieve the products from store shelves or sign up for the services online? Successful taglines often communicate such benefits.

Stay in balance

Your name and your tagline should work together. If you have an emotional or loud name, your tagline can act as a more practical anchor. If your name is more straightforward, your tagline can be an opportunity to show some character.

Make it your own

Taglines can only be strong if you’re claiming something your competitors can’t. A tagline like “Quality service since 1958” doesn’t really help to distinguish you. Even if you’ve been in the game the longest, the tagline itself falls flat. Let your experience and expertise show that you’ve been in business since the 50’s. Use your tagline to show how you’re markedly different – either in approach, delivery, attitude or anything else that shines the right light on your business.

Need help creating taglines?

A Hundred Monkeys has your back. We work with our clients to develop creative taglines and the brands that support them.