Web Marketing: How to Create Taglines and Slogans

By John Arnold, Michael Becker, Marty Dickinson, Ian Lurie, Elizabeth Marsten

Branding is a simple concept to understand in marketing, yet it is sometimes a painstaking process to implement for a web-based business. Big companies pay marketing firms thousands of dollars to have expert teams produce branding strategies over weeks and months of brainstorming. So, if you’ve been struggling with your branding for a while, you’re not alone.

Every word you write and every image you place on your website can help you build visitors’ perception of you as a leader in your field. People buy from leaders and innovators, not from followers.

Taglines and slogans are short phrases that convey important ideas to customers. During the branding process, your tagline should be created even before your logo design begins, because the meaning of your tagline will have an influence on that logo design. Create a branding tagline for your own website that will mirror your branding image but won’t change over time.

For example, Carpet Exchange has a great tagline — Your floor store — displayed online under its logo. It’s short and meaningful, and it even rhymes!

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Use Rhyme Zone to come up with words that rhyme if you would like your tagline to rhyme, or use More Words to find words of a certain length, lettering, or number of syllables.

A branding slogan is a little different in that it changes depending on the type of promotion you’re running. JELL-O is a good example. One of its slogans is Every Diet Needs a Little Wiggle Room. But, when winter comes around, it could change this tagline in promotions to Every Vacation Needs a Little Wiggle Room.