A brand’s tagline should function as their slogan and their war-cry. It should also summarize their personality and values in a few short, carefully chosen words.
It sounds like a lot to accomplish with a phrase hopefully shorter than seven words. But the following brands have mastered this task.
With that said, most taglines can be separated into one of four categories: CTA, Descriptor, The Superlative and The Provocateur. To give you an idea of each, we’ve laid out the best of each category.
The Call to Action:
They do essentially their name – act as a CTA.
Slim Jim – Snap into a Slim Jim
Nike – Just Do It
These lines describe the brand and what they do.
Avis – We Try Harder
USPS – We Deliver
When you want to position yourself as best-in-class, this is the direction for you.
McDonald’s – I’m Loving It
Emerald Nuts – Yes Good
Bold statements for the brand with some swagger.
Adidas – Impossible is Nothing
Gatorade – Is it in You?