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Jonathan Paisner shares an evergreen post on what it takes to make a good tagline for your business. 

How do we capture the essence of our brand in a handful of words?

This sounds hard. That’s because it really isn’t the right question to be asking. 

Better: What brief phrase can strengthen and deepen understanding of our brand?

You can’t say it all. Don’t try.

Name, logo and tagline partner to communicate the essence of the brand. 

What you don’t want to do is say the same thing across all three assets (i.e. a company called Speed with an arrow for a logo, plus the tagline “Faster is better.”). What’s the point of that? It’s not only a missed opportunity to tell other parts of the story; it reduces the needs of your customers to single dimension – and positions you for irrelevance if and when the better mousetrap comes along. 

Your tagline does not exist in a vacuum. 

A FEW TIPS AS YOU EMBARK ON THE ROAD TO A NEW TAGLINE:

#1 Begin with a brand platform.

Creating a tagline without a strategic foundation risks internal dissent and external confusion. Know what you are trying to say before you look for memorable and meaningful ways to say it. The brand platform serves as both guide and filter to what you say and to the tone you use in expressing it. Great taglines ring true – and the platform will clarify exactly what it is you are being true to. 

Key points include:

• Understanding what a tagline is and what it isn’t
• Keeping the bigger picture in mind
• Avoiding buzzwords

Read the full article, What Makes a Good Tagline, on BrandExperienced.com.