Taglines

A great tagline is one of the most valuable brand assets. Nothing can encapsulate and focus a brand better than a great tagline.

The simplicity of an effective tagline is why so many companies think it should be simple to write one. In fact, taglines are micro-brand strategies that, other than a few lucky instances, are distilled from solid brand strategy work. The brand strategy can determine the type of tagline one develops. An emerging company may choose a literal tagline that says what they do so that they can be readily identified in the marketplace. A literal tagline would not work for a company like Apple or HP, which are aspirational brands that stress abstract ideas, like "possibility".

One of the challenges in developing a strong tagline is having the vision and discipline to keep peeling back the layers of brand messaging until a single concept stands above all others in representing the value proposition of your company. When this is successfully expressed in a tagline, it unifies the company with a simple, memorable shared belief system. It also presents one clear voice to the outside world and that's good for business.

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