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What do these taglines have in common? They are all examples of memorable taglines that brilliantly positioned their company’s brand and helped propel them to new heights.
So, what is a tagline? A tagline is a branding message. It positions your company in the market and makes a promise of what your brand is or what it will deliver. The creation of a tagline is a critical undertaking for any company and could mean the difference between status quo and greatness.
How do you create a powerful tagline that could help propel your company to new heights? The following is the Gumas checklist that we consider when we developing new taglines for our clients.
Is it impactful?
A powerful tagline must be unique, original, and bold. It must deliver a promise or set a tone for your brand. And it must do it quickly; we suggest in no more than seven words.
Does it have sticking power?
In other words, it is memorable? Your tagline must be relevant and resonate in the minds of your customers, prospects, and marketplace.
Is it easy to say?
If it’s hard to say, no one will say it. Not only must it roll off the tongue, but it should be simple with a rhythm or cadence that allows everyone to say it the same way, every time.
Does it communicate your brand benefit?
Not benefits, but the single most powerful benefit of your brand – what we call your “brand essence.”
Does it move you forward?
A strong tagline not only reflects your brand’s “here and now,” but it should also reflect your future strategic direction and vision.
Take a close look at your current tagline. Now compare it to your brand essence and ask yourself our five questions for creating a powerful company tagline. If it passes your test, congratulations. If it falls short, you have some work to do. And if you don’t have a tagline, then you should seriously consider creating one.