Every great brand has a tagline that sticks in your mind like a catchy tune. From Nike's "Just Do It" to Apple's "Think Different," these bite-sized phrases encapsulate the brand's essence, resonating with audiences and etching themselves into our collective consciousness.
Taglines can be classified into several categories based on their purpose, structure, and messaging. Here are some common classifications of taglines:
1. Descriptive Taglines
Examples: "The Ultimate Driving Machine" (BMW), "The King of Beers" (Budweiser).
2. Persuasive Taglines
Examples: "Just Do It" (Nike), "Think Small" (Volkswagen).
3. Emotional Taglines
Examples: "Happiness is Priceless" (MasterCard), "The Happiest Place on Earth" (Disneyland).
4. Positioning Taglines
Examples: "The Uncola" (7-Up), "The World's Leading Tonic Wine" (Buckfast).
5. Memorable/Clever Taglines
Examples: "Think Different" (Apple), "Melts in Your Mouth, Not in Your Hands" (M&M's).
6. Aspirational Taglines
Examples: "Because You're Worth It" (L'Oréal), "Reach for the Stars" (Toyota).
7. Lifestyle Taglines
Examples: "Just Chill" (Corona), "Taste the Freedom" (Sprite).
The most effective taglines often blend elements from different classifications to create a compelling and memorable message. In my opinion, the most special taglines have one or multiple of the following:
•Rhythm of Words
Like a catchy melody, the cadence and flow of the words should roll off the tongue with ease. The rhythm invites repetition, embedding the tagline into our minds.
•Double Entendres and Hidden Meanings
Double meanings and subtle innuendos add depth and intrigue to a tagline. They challenge the audience to think beyond the surface, creating a sense of intellectual engagement.
•Concise yet fluid, packing a punch in just a few words. They flow effortlessly, avoiding clunky phrasing or awkward constructions. Their simplicity is their power.
So, as you embark on creating your own clever tagline, remember to embrace rhythm, double meanings, fluidity, and conciseness – but never lose sight of the human connection that will make your tagline truly resonate.
You’re almost ready to start brainstorming but first, here are some common rules and best practices to follow to ensure it is effective and memorable. Here are some of the most important ones:
1. Keep it short and concise: 5-7 words.
2. Use simple language
3. Evoke emotion or create an image.
4. Be unique and memorable.
5. Align with your brand identity.
6. Consider rhythm and flow.
7. Use active language.
8. Avoid clichés or overused phrases.
9. Future-proof your tagline: allowing it to remain relevant for years to come.
By following these rules, you can create a tagline that effectively communicates the essence of your brand to your target audience.
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