Expertise
How powerful taglines get made
Taglines are small but mighty. The right one can live in a customer’s head for years. But what makes a tagline truly great? And how do you write one that works?
Let’s break it down.
Start with the strategy, not the slogan
Great taglines aren’t just clever quips—they’re strategic tools. Before a word hits the page, you need a clear understanding of the brand’s purpose, voice and value.
That means asking big questions like:
- What do we want people to remember about us?
- What’s the one feeling we want to spark?
- How do we show up differently than our competitors?
When the answers are clear, the words become sharper.
The anatomy of a memorable tagline
The best taglines do at least three things well:
- They make an emotional connection. Think “Just do it.” It’s not about sneakers—it’s about drive. We helped Project Health by CVS® communicate convenience and community spirit with the line: “Bringing health care anywhere.”
- They’re simple and sticky. Great taglines use everyday language that’s easy to remember. Like “Your list delivered” for Stop & Shop’s delivery vehicles—short, clear and brand-relevant.
- They reflect brand voice. A tagline should sound like your brand sounds and wants to be perceived. “Be bold” for Rhode Island College echoed their daring, empowering spirit in just two words.
Write a lot, then write some more
We take a maximalist approach to brainstorming taglines: write 50 or 100 ideas, then refine. Start by jotting down keywords, themes or product truths. Don’t judge too early—volume is your friend.
Sometimes, the strongest idea surfaces early. That was the case with “Care at the speed of voice,” a line we landed on near the start of brainstorming for Baxter’s voice-activated medical assistant. But even when an eventual winner emerges quickly, it’s important to keep going. The process of exploring dozens of alternatives helps confirm its strength, sharpen its clarity and build consensus with your team and client.
After that, it’s time to share. Talk through your favorites, test how they feel when spoken aloud, and pressure-test them against your strategy.
Make it last
A great tagline earns its place over time. That means being flexible and open to tweaking, testing and evolving as your brand grows. But it also means standing by a line that works and letting it become a rallying cry.
So whether you’re naming a product, launching a campaign or refining your brand voice, don’t underestimate the power of a good line. Sometimes, the shortest phrases make the biggest impact.
Want to refine your own tagline strategy?
Let’s talk about how to translate your brand essence into a few unforgettable words.
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