Creating the perfect tagline or slogan to go with your logo is one marketing subject that can cause no end of headaches. It has to be short, it has to be quippy, it has to be emotional, and it has to sum up your entire company and everything you are about, in only three or four words. Moreover it can’t be cheesy, it can’t be vague and and it has to be memorable!
No wonder this can be the hardest part of any company starting out, or for any company having a rebrand. However it is estimated that 37% of people are more likely to buy a product if it has a memorable tagline.
As a rule of thumb, these are the 3 golden rules when constructing your tagline:
- Your customers need to remember it. If your customers take nothing else from your marketing strategy at all, at the very least they need to remember your tagline.
- It must include a key benefit. In only a few short words, your tagline needs to include a key benefit of your company. What is it that sets you apart? What is the main benefit of your company that is different from all the rest.
- It must leave a positive feeling about the brand. On an emotional level, whatever the message, customers must be left feeling positive about your brand and your company.
Here is our Top 10 Taglines of all time, which show how, when it is done well, it can be complete genius.
10. Nike – ‘Just Do It’
What is so clever about this, is that Nike aren’t just talking about their products, they are embodying a state of mind. No matter what your size, your age, or what sort of shape you are in – Just Do It. Simple, clever, positive, memorable. Ticks all the boxes with effortless ease.
9. McDonalds – ‘I’m Lovin It’
A very simple yet effective tagline from McDonalds – which basically ignores all the health warnings about junk food, and reinforces the message already in their customers minds – ultimately it tastes nice, and people love it.
8. Heinz – ‘Beanz Meanz Heinz’
This tagline is one that has totally stood the test on time. While giving off the message that there is literally no other beans in the world to consider. You want Beans – it has to be Heinz.
7. Mastercard – ‘There are some things money can’t buy – For everything else there’s Mastercard’
This long running 'Priceless' campaign has been so successful for Mastercard that it actually started back in 1997 -It has run in 98 countries and been translated into 46 languages. The idea that something is priceless -but it can actually bought with a Mastercard is simply that dreams can come true with the power of a credit card.
6. Audi – ‘Vorsprung durch Technik’
'Vorsprung durch Technik' -translated means 'Advancement Through Technology'.
Through the use of this one phrase, Audi are immediately able to reflect the high end nature of the cars they manufacture, and give the impression that this company is at the forefront of technological advancement.
5. Apple – Think Different
This very famous tagline from Apple was used by the company from 1997 to 2002.
It very simply sums up that Apple and their products are a step apart from all the other computer manufacturers. It is an extremely powerful way of showing that the brand 'Apple' represents a step ahead, innovation and technical brilliance.
It showcases so effectively that Apple can be separated from all the rest.
4. Tesco – Every Little Helps
Tesco brought back it's 'Every Little Helps' tagline last year, in response to the rising success of Aldi and Lidl advertising campaigns.
The message is clever in that, while it does allude to price, backed up with their advertising campaigns, they clearly want to give out the message that they give customers an overall better shopping experience than the competition.
With promises of less queuing times, easy returns policies and other 'little ways' in which they help their customers-This tagline is all about instilling a feeling that customers can trust this company and their brand.
3. Ronseal – Does Exactly What is says on the Tin.
This tagline originates back to 1994 and it is still going strong, having made Ronseal a leading household brand, and becoming apart of every day vernacular.
It can not be anymore straight forward or any clearer - yet it cleverly creates trust and ensures that Ronseal is thought of as open and honest brand. What you see is what you get, and as a customer you can't say fairer than that.
2. L’Oreal – Because You’re Worth It.
Quite simply put - who doesn't want to feel worth it? This tagline, from French cosmetic group L'Oreal, is not just about the product - this is about a feeling, an empowerment, and about simply doing something nice for yourself because you're worth it.
Evoking emotions like this, leads to big sales.
1. Guinness – Good Things Come to Those Who Wait
Tick followed Tock followed Tick followed Tock...
Our number 1 Tagline is the world famous 'Guinness - Good Things come to those who wait'. This advert from 1999 has won countless awards and is well respected as possibly the best advert of all time. The tagline itself is simple, yet so powerful. Everyone knows it takes time to pour the perfect pint of Guinness, and this beautifully encompasses that message in a truly memorable and positive way.