Personal Branding For Dummies
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A tagline or slogan is a phrase that follows your personal brand name and sums up your unique promise of value. A tagline is shorter and catchier than your personal brand statement, but it serves a similar purpose: It distinguishes you in the minds of your target market, expresses your personality, and/or gives a sense of what you do.

A tagline is a short one-liner that you can add to a business card or to the signature of your e-mail.

Branding has power. Consider how corporations use an element such as a tagline to create a lasting impression on target audience members.

For example, you’re likely to recognize the phrase “Just do it!” as Nike’s tagline. And even though it has tried to transition to “So good!” in recent years (to emphasize an increased focus on healthy foods), Kentucky Fried Chicken’s “Finger lickin’ good!” was such a constant in its ads for half a century that people still associate KFC with that earlier tagline.

Taglines are best when they’re simple and easy to remember. With 11 or fewer words to convey your message, you have to work hard to craft a worthwhile tagline. If you struggle with this step, keep in mind that a tagline isn’t absolutely essential; it’s just a helpful tool for getting (and keeping) your audience’s attention.

Some people use famous quotes as their taglines. (Maybe you have a friend whose e-mail signature line always includes such a quote.) Some people display a great sense of humor in their taglines, which speaks volumes to their personality. If you’re going to use a tagline, just remember that it must align with your unique promise of value and your personal brand statement. Otherwise, you’ll just confuse your target market.

A well-done tagline is so clear that anyone who reads it can determine what business you’re in, even if the person has never heard of you.

  • Abigail Marks Marketing: Make your mark with Abigail Marks Marketing

  • Barbara Smith Accounting: Making accounting personal

  • Deb Dib: The Brand-to-Land Coach for gutsy CEOs & rising stars. Rise faster, earn more, have fun, change the world!

  • Susan Guarneri: The Career Assessment Goddess

  • Thomas Fuller, Personal Trainer: It’s not just fitness … it’s personal

  • Valerie Sokolosky: Companies improve when people improve. We focus on people skills

Here are some guidelines to develop your tagline:

  • Google your phrase and see who else uses that tagline.

  • If you’re using your personal brand tagline internationally, know how your words translate into other languages.

  • Keep it short and make sure that it’s consistent with your brand.

  • Make sure that it’s easy to say. (Practice saying it out loud.)

  • Use your unique characteristics to make it catchy.

  • Write it in the present tense.

About This Article

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About the book author:

Susan Chritton is a Master Personal Brand Strategist, Executive Career Coach, and Master Career Counselor. She guides professionals looking to engage their authentic self in the world through personal branding. Visit her website at

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