COMPANY TAGLINES: PUNCTUATE YOUR PROMISE!

Company taglines have evolved from the slogans of bygone eras. Your unique product name or cool, catchy company name may begin to tell the story of your brand. Today, however, you may want to consider how a thoughtfully crafted tagline can excite your prospects even further. While some of the more esoteric brand names may have “some ‘splaining to do” (a la Lucy Ricardo), therefore requiring a functional tagline, in contemporary branding you really want a promise line that transcends old-school positioning.

The only problem is when the verbal jai-jitsu gets in the way of saying what really needs to be said. Some may chuckle when they hear a punny tagline for a hair salon: We’re hair for you. Many of us may tip our hats at some wordplay in another salon’s tagline: A cut above. But what may be acceptable in the world of hair or the broader world of retail may be dead-wrong for your small business or industry. Also, we aren’t writing headlines here, my precious poets, we’re positioning the entire company! That takes a writer whose semantic antics are coupled with brand strategy and marketing chops.

Just do it.® I’m lovin’ it.® Think different®.

While I’m all for exploring every path available, the all-time great taglines bypass the easy tricks. They cut to the quick. With human language and conversational ease. Brand copywriters who excel at tagline copywriting know it’s all about creating vision and values overlap with customers. It’s the ability to distill and connect by setting an emotional expectation.