Tuesday, January 15, 2013

A Tagline Is Your Written Logo

How many of you can tell me what a tagline is? What makes it stand out? Is it important to your business?

A tagline is basically a slogan. In as few words as possible, a tagline should get across how you want your business to be identified & remembered & still mean something to customers. They need to be able to relate to the phrase. A catchy slogan works best, but only if it can express what your company stands for & it's not forced to the point of being irrelevant.

Everyone wants to have a catchy slogan. A great tagline will keep your company in the minds of consumers & will identify your business. Think about how often you incorporated a slogan as part of your everyday speech; maybe even hummed a jingle that's used to promote a product.  Tagline identification is huge for business.

To make a tagline effective, it needs to be short......a phrase of only a few words. And most important, you need to be consistent with it & use it all times......on customized promotional clothing, printed material, if you have media coverage & on promotional imprinted products. It should be part of your brand just like your logo. Also once you have it, don't change it. It's like your written logo & needs to be a permanent part of your company identity.

Some quality taglines are so legendary that they achieve a life of their own, become bigger than the companies they're associated with & often launch their product to the top of the market. But that is rare......as rare as having your logo recognized worldwide.

Here are 30 clever taglines--many have worked their way into everyday language. Can you identify the company they belong to? See if you can recognize them all, then scroll down for the answers:
  1. A diamond is forever.
  2. Just do it.
  3. Got milk.
  4. Where's the beef?
  5. Don't leave home without it.
  6. We'll pick you up.
  7. It melts in your mouth, not in your hand.
  8. Does she or doesn't she?
  9. You're in good hands.
  10. Drivers wanted.
  11. When you care enough to send the very best.
  12. Fly the friendly skies.
  13. What's in your wallet?
  14. I'm lovin' it.
  15. We try harder.
  16. Breakfast of champions.
  17. A mind is a terrible thing to waste.
  18. The happiest place on earth.
  19. Finger lickin' good.
  20. Good to the last drop.
  21. It's everywhere you want to be.
  22. Have it your way.
  23. You deserve it.
  24. It's the real thing.
  25. Expect more. Pay less.
  26. Eat fresh.
  27. The greatest show on earth.
  28. Pleasing people the world over.
  29. M'm m'm good!
  30. Imagination at work.
  31.  BONUS:  It's your company......show it off!!!
A great promotional slogan is short, catchy & memorable. While there is no magical formula that produces a winning tagline, every quality slogan shares a few common details:
  • They have a distinct personality of their own.
  • They're hard to forget--they adhere to one's memory.
  • They possess a "feel good" factor.
  • They rarely mention the business they're promoting.
  •  Most of all--they are not used as a direct sales pitch.

De Beers Diamond Company--A diamond is forever.

Nike--Just do it.
Milk Assoc.--Got milk?

American Express--Don't leave home without it.
Enterprise Rent-A-Car--We'll pick you up.
M & M's chocolate candy--It melts in your mouth, not in your hand.
Clairol--Does she or doesn't she?
Volkswagon--Drivers wanted.
Hallmark Greeting Cards--When you care enough to send the very best.
United Airlines--Fly the friendly skies.
Capital One--What's in your wallet?
McDonald's--I'm lovin' it.

Wheaties cereal--The breakfast of champions.

United Negro College Fund--A mind is a terrible thing to waste.
Disneyland--The happiest place on earth.

Kentucky Fried Chicken--It's finger lickin' good.
Maxwell House Coffee--Good to the last drop.

VISA--It's everywhere you want to be.
L'Oreal--You deserve it.

Coca-Cola--It's the real thing.

Target--Expect more. Pay less.

Holiday Inn--Pleasing people the world over.

Campbell's Condensed Soup--M'm m'm good!

General Electric--Imagination at work.

Creative Images (Cre8iveimages)--It's your company........Show it off!!!

The most creative taglines in the world will not, alone, get you new business & new customers. That's going to take a well conceived, well executed marketing plan. A marketing plan that covers all facets of exposure including promotional custom products.

Remember, wherever your company name is, your tagline should be there too.
Ronni Sherman


  1. Recognized all of them. Could name 27 including yours. Did anyone get all of them?

  2. Very, very good!!!!!
    Surprised at how many I recognized.

  3. It seems a good slogan can be more powerful than a logo.