Is Your Company Tagline Boring Your Customers?

A tagline is a short, descriptive phrase used alongside a company logo to drive home the message and promise of a brand. If your tagline is getting long in the tooth or does not resonate any longer, it may be time to take a look at upgrading it. Even big brands like Coca-Cola change their tagline when it needs reinvigorating. It’s never too late to change a tired tagline.

Eric Swartz of the Byline Group suggests sitting down and asking yourself some core questions about your company:

  • Who are you?
  • What are your values?
  • What is your vision?
  • How would you describe your corporate culture?
  • What nouns and adjectives would you use to convey your brand’s promise and its solution?
  • What words might your customers use to describe your company?
  • Are there any misconceptions about your company that need to be cleared up?

(More information here: Slogans That Are the Real Thing)

To get your creative juices flowing, here is a list of the top 10 taglines since 1948:

  1. “Got milk?” (1993, California Milk Processor Board)
  2. “Don’t leave home without it.” (1975, American Express)
  3. “Just do it.” (1988, Nike)
  4. “Where’s the beef?” (1984, Wendy’s)
  5. “You’re in good hands with Allstate.” (1956, Allstate Insurance)
  6. “Think different.” (1998, Apple Computer)
  7. “We try harder.” (1962, Avis)
  8. “Tastes great, less filling.” (1974, Miller Light)
  9. “Melts in your mouth, not in your hands.” (1954, M&M Candies)
  10. “Takes a licking and keeps on ticking.” (1956, Timex)

(Source: The 100 Most Influential Taglines Since 1948)

Not having a great tagline (or one at all) may not doom a business, but having a memorable tagline can certainly help a business stand out from the clutter of a crowded marketplace.

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