Building Memorable Taglines: The Science and Art of Summing Up a Brand.

A great tagline is more than just a catchy phrase—it’s a brand’s identity that is brought to life in as few words possible.

But what is the sorcery to creating a memorable tagline?

1. Understand the Brand Inside Out

Before putting pen to paper, immerse yourself in the brand:

• Mission and Values: What drives the company?
• Target Audience: Who are they speaking to?
• Unique Selling Proposition (USP): What sets the brand apart?

2. Keep It Short and Sweet

The best taglines are concise. Aim for fewer than seven words. Short taglines are easier to remember and more impactful. Examples include:

• “Just Do It” (Nike)
• “Think Different” (Apple)

3. Evoke Emotion

Great taglines make people feel something. Whether it’s inspiration, trust, or humor, emotional resonance makes the phrase stick. It’s the emotion that drives the action. For instance:

• “Melts in Your Mouth, Not in Your Hands” (M&M’s) taps into sensory satisfaction.
• “The Ultimate Driving Machine” (BMW) sparks aspiration and pride.
• “It’s So Easy, A Caveman Can Do It” (GEICO dot com) humor

4. Be Clear and Specific

A strong tagline tells the audience exactly what the brand represents. For example:

• “Eat Fresh” (Subway) highlights freshness.
• “America Runs on Dunkin’” (Dunkin’) emphasizes convenience and ubiquity.

5. Use Wordplay and Rhythm

Alliteration, rhyme, and rhythm can make a tagline more memorable. Consider:

• “Have a Break, Have a KitKat” (KitKat)
• “Snap! Crackle! Pop!” (Rice Krispies)

6. Make It Timeless

While it’s tempting to chase trends, timeless taglines have staying power. They avoid slang or overly specific references that might age poorly. For instance:

• “The Happiest Place on Earth” (Disney) remains as relevant today as when it debuted.
• “Have it Your Way” (Burger King) has been around since the mid 1970’s

Final Thoughts

Creating a memorable tagline is both an art and a science. It requires deep brand understanding, creative flair, and careful testing. When done right, a tagline becomes a brand’s rallying cry, an invitation, and a promise—all rolled into a few powerful words.

So, the next time you’re tasked with writing a tagline, embrace the challenge. You’re not just writing words—you’re defining a brand’s legacy.