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/ Insights / What makes the perfect tagline?

What makes the perfect tagline?

Maybe she was born with it, maybe it’s ....

Do you know the answer? If you don’t, there are millions of others who do, with it being one of the most memorable taglines from the 21st century. A clever play on words that is simple, catchy, and has relevance to the products the company sells. 

Of course, it is a tagline from the world-renowned cosmetics brand Maybelline, which also owns L’Oréal, known for its own tagline ‘because I’m worth it’ – it’s fair to say this company can be classed as professional when it comes to creating the perfect branding and tagline. 

Rule number one for creating a tagline is to be original. Over 86% of consumers say that authenticity is important when deciding which brands to like and support. But with the perfect combination of knowledge, creativity, and a team of branding experts, you are building the perfect tagline

What is a tagline, and why is it needed? 

In business, a tagline is usually 3-7 words that provide clarity to a company’s mission or purpose. A tagline is there to help your business stand out from the crowd, mainly if you are in a competitive industry. A tagline also serves a purpose should your company name alone not explain your goods or services; having a tagline under your logo will provide clarity to your customers and make your brand more memorable. 


Understanding your audience 

Who is your target audience, and how will your business solve their problems? Let’s take the Dollar Shave Club as an example ‘Shave time, Shave money’ this attracts those looking for convenience and value for money. What is your company’s unique selling point, and how can you get this across in a simple way? Who are you selling to? Conduct market research, analyse your customer base and use Google analytics and the other available tools to find out who your customers are. If you are unsure where to start, we suggest bringing in a trusted digital agency; we can recommend a number of great tools.


Show a little personality 

Just as you do, so should your brand have a personality. Having that personality will reflect the type of customer you attract, so it is crucial to get it right. Is your brand youthful and spirited, or are you a little more sophisticated and elegant? This information will help you distinguish the type of language you are to use within your tagline and throughout your brand communication in general. 


Communicate with clarity 

Good taglines are simple and straight to the point; let’s look at Coca-Cola’s tagline ‘deliciously refreshing’; Coca-Cola wants its consumers to think about their product when in need of refreshment, which seems to be working for them so far.  

Creating an easy tagline for your consumer to understand will convey better and hopefully reach a larger audience. 


Keep it simple and snappy 

Short taglines are more convenient for your consumer to remember; we recommend keeping them between three and five words with a clear and easy-to-read font, particularly if you plan to use it on your company logo: use a little to say a lot. 


You may find it easier to get an outside perspective when your brand is on the line. Our team of specialists will make sure your branding truly reflects your business. Contact us today for consistent head-turning branding – be the face of your industry. 

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