tagline

A tagline is a short, memorable phrase used in branding to convey the core benefit, positioning, or personality of a company, product, or organization. It is designed to be easily recalled and associated with the brand across media, helping to communicate the brand’s promise in a concise way.

Taglines are typically concise, often consisting of a few words to a full sentence. They should be distinctive, understandable, and adaptable to multiple channels, including logos, packaging, advertisements, and digital platforms. A good tagline aims to evoke an emotional or rational response and to reinforce the brand’s identity over time, rather than serving as a one-off campaign message.

Taglines differ from slogans and mottos. A tagline is usually a long-term branding statement that remains stable across campaigns, while slogans tend to be campaign-specific and may change with marketing initiatives. A motto is often an internal or aspirational guiding principle, not always intended for external marketing. Taglines are intended to be consistently applied to reinforce brand recognition and should be tested for clarity and cultural resonance.

Development of a tagline typically involves research into audience perceptions, brand positioning, and competitive landscape. Copywriters draft options, test them with target audiences, and consider trademark availability and language accessibility. A strong tagline is pronounceable, memorable, and scalable across languages and media, contributing to cohesive brand storytelling.

Examples commonly cited include Nike’s “Just Do It,” L’Oréal’s “Because you’re worth it,” and Apple’s “Think Different.” These taglines aim to crystallize an overarching brand promise and anchor consumer associations with the brand.