A tagline is a short line people remember and repeat. You cannot write a good one by staring at a blank page. It comes from knowing exactly what you stand for.
Start from your value proposition
A tagline is a shorter, sharper version of your value proposition. If you have not written that yet, write it first. Then look for the most important idea in it.
Value proposition. Monthly books for freelancers, done for you, so tax time is one signature.
Possible taglines. "Tax time, one signature." "Books done. Back to work."
Four kinds of tagline
- Say what you do. Clear for new businesses with a name that does not explain itself.
- Promise a result. The change a customer gets.
- Name the customer. Makes the right people feel seen.
- Show a feeling or attitude. Works best once people already know what you do.
For a new small business, the first two usually work best. Being clever comes later, once people know your name.
Examples by type
What you do. "Websites for restaurants." Plain, and that is the point.
A result. "Fresh bread before work." Says the benefit and the time.
The customer. "Bookkeeping for creative people." The right reader feels it is for them.
A feeling. "Calm money for busy people." Needs the rest of the brand to explain it.
Write many, then cut
Write 20 to 30 lines quickly. Use words your customers use. Try rhythm, contrast and short words. Then cut hard.
Keep the lines that pass these tests:
- Is it short? Two to eight words.
- Is it clear? Would a stranger understand it?
- Is it yours? Could a competitor use it unchanged? If yes, it is too general.
- Is it true? Can you deliver it every day?
Phrases to avoid
- Quality you can trust
- Your partner in success
- Excellence in everything we do
- Solutions for tomorrow
These could belong to any company in any industry. A tagline that fits everyone sticks to no one.
Test it
Show your top three to a few customers or people who could be. Ask which one they remember the next day. Ask what each one makes them think the business does. The one that is remembered and understood wins.
Use it consistently
Put it under your logo, at the top of your website, in your email signature and on your social profiles. Change it rarely. A tagline works by repetition.
Pair it with a business name that is easy to say, and you have the start of a brand people can remember.