Creating A Tagline (Tips For A Remarkable Tagline)


When it comes to creating a tagline or slogan, sometimes people feel overwhelmed and overthink the process.

A tagline should be something that is used for people to remember who you are and what you do.

My first attempt and understanding the power of a remarkable tagline was years ago while I was a member of a local, small business & professionals networking meeting.

One of the taglines or catchphrases that are from a member of that meeting and will always stay in my mind.

The tagline is for Blair Academy for the Arts. The owner is “Daniel Blair”. He teaches people of all ages piano, violin and a few other musical instruments. He capitalized on his name and his niche with one of the best taglines I’ve ever heard for the niche/category of the business.

“Don’t Just Play Your Music, Blair Your Music”

Side Note: If you are in the Tri-Cities, and looking to learn how to play an instrument, you should check out Daniel and show him some support by sharing one of his awesome videos.

Ok, now onwards to creating that perfect tagline or slogan for your business or brand.

Over the years I have seen/heard some amazing taglines, but I’ve also heard some bad ones. So I’ve listed out some tips you should keep in mind when coming up with a tagline.

K.I.S.S. – Keep It Short & Simple

The smaller the tagline, the easier it is for people to remember. You know some of the more famous taglines that kept it short and simple.

  • M&M: “Melts in Your Mouth, Not in Your Hands.”
  • Nike: “Just Do It.”
  • State Farm: “Like a Good Neighbor, State Farm is There.”
  • California Milk Processor Board: “Got Milk?”

There are some good and bad taglines in that list.

Before we go through which of the four taglines are good and which could be better let’s cover a few more things.

Don’t Leave Questions

Between your brand name and your tagline, there should be no big questions about what you do. Even if it is not direct, something within your tagline should suggest what you do.

Another awesome example of a tagline I’ve heard locally in networking groups is for American & Import Auto Repair. Could be another classic.

“From your headlights to your rear end, we’re your car’s best friend.”

You should be able to tell that they obviously work on cars. 🙂

Let’s take a look at the four examples of taglines.

M&M’s: “Melts in Your mouth, Not in Your Hands.”

Without actually saying what they are, M&M’s is suggested in their tagline to be chocolate by melting and it’s a snack because you can hold it in your hands.

NIKE: “Just Do It.”

Honestly if I was there when we started I would’ve said no to “Just Do It.” because that doesn’t help with people understanding what Nike does. But I would’ve been wrong! That is because they built their brand around their name and their tagline “Just Do It.” almost became a symbol of greatness by associating it with “Champions”.

So as another reminder with any of the content consumed on D.T.B. … Only you know your business so make sure it feels right to you.

Another thing I want to let you know is, if you are planning to build a brand around your tagline, it may be a little different and that is 100% totally fine! 🙂

State Farm:”Like a Good Neighbor, State Farm is There.”

This is a good one. It represents care and concern from the brand to the customer. It’s short and simple and it will force people to recognize the brand.

If you call or text a friend the following message..

What is that phrase? “Like a Good Neighbor, …” I can’t remember the rest.

Your friend would be quick to sing the jingle in their head and easily reply.

“State Farm is There!”

California Milk Processor Board: “Got Milk?”

I don’t believe I should have to say anything. Got Milk?

This is one of the most recognized taglines in the USA and has been since that marketing campaign started in 1993.

Create a Tagline for Your Brand!

Luckily, this is not something that is 100% permanent. You can change this if you have a better idea later.

***Blitz Challenge Note***

Don’t spend a lot of time on this at first. We can come back to this and put some extra thought in after we finish designing our website.