Using Taglines to Convey Your Brand in Small Business Marketing - dummies

Using Taglines to Convey Your Brand in Small Business Marketing

By Paul Lancaster

Part of Small Business Marketing For Dummies Cheat Sheet (UK Edition)

In small business marketing terms, your tagline or slogan is a quick, memorable phrase that helps consumers link your name to your business brand and position. Your positioning statement describes the unique market niche and mind space you aim to occupy. Your tagline converts that statement to a line that matters to consumers. Bear in mind that:

  • A tagline should say something essential about who you are, what makes you special, and why the world should care. It should add value to your brand and illustrate the appeal of your organisation. Think of your tagline as a final exclamation that wraps up your 30-second elevator pitch.

  • Because taglines aren’t written in stone, you can easily update or replace them if your organisation or message undergoes a shift. Use your tagline to reflect a change in positioning, launch a marketing or brand-awareness campaign, forge a relationship with a new audience, define a new direction or highlight a key benefit or attribute.

A great tagline should be:

  • Original: Make it your own.

  • Believable: Keep it real.

  • Simple: Make it understandable.

  • Succinct: Get to the point.

  • Positive: Elevate their mood.

  • Specific: Make it relevant.

  • Unconventional: Break the mould.

  • Provocative: Make them think.

  • Conversational: Make it personable.

  • Persuasive: Sell the big idea.

  • Humorous: Tickle their funny bone.

  • Memorable: Make a lasting impression.

Not all taglines incorporate all 12 characteristics – obviously, a legal or accounting firm wouldn’t aim to convey humour – but this list can help during the tagline brainstorming process.