What is a Tagline & How to Write a Great Tagline For Your Business
If you’ve ever visited the Kajabi homepage, you know that we have a tagline.
“Your Knowledge Commerce Platform”
It succinctly and clearly tells you what we’re about: sharing knowledge. Our goal is to help as many people as possible set up online courses, membership sites, and other digital products so they can generate income from their knowledge.
Taglines matter. They set the stage for everything you do as a business, from marketing and advertising to brand recognition and storytelling.
Some businesses don’t have taglines. That’s fine. But if you want to set yourself apart from the competition and establish your brand clearly and convincingly, you might want to create one for your Knowledge Commerce business.
But what is a tagline? What isn’t a tagline? And how can you develop a tagline that works for your company?
We’re going to help answer those questions. Additionally, we’ll provide you with 11 no-nonsense tips for brainstorming your tagline, then take you through examples of some of the best taglines ever created.
What Is a Tagline?
In business, a tagline is one phrase (sometimes two) that provides clarity, entertainment, or emphasis to help highlight a brand’s mission, purpose, or culture. That might sound a little convoluted.
Taglines help consumers feel more connected to brands. You might have noticed that, in television commercials, taglines are repeated ad nauseam. There is a reason for this.
You probably get those taglines stuck in your head. Maybe you can rattle off the taglines for the most popular brands without even thinking about them.
Got Milk? Just Do It. I’m Lovin’ It.
These are just three of the most memorable taglines. Thousands of them exist.
You don’t have to be a company as large as Nike to benefit from a tagline. In fact, Knowledge Commerce companies need a way to distinguish themselves from the competition.
If you teach online courses about photography, and do you think that you are the only Knowledge Commerce professional in this niche? Of course not.
Consumers might remember your business because of your name or your company’s name, but a tagline can make you even more memorable.
What Is the Difference Between a Tagline and a Slogan?
Before we get into the nuts and bolts of taglines, let’s make a couple of distinctions so we don’t get confused. Taglines sometimes get interchanged with slogans, but they are actually two different types of marketing ploys.
A tagline applies to an entire business.
Let’s go back to the photography online course example. Your business’s name might be Mike’s Photography Lessons, and your tagline could be “Making Photos Great Again.”
That tagline applies to any digital product that you create, from online courses to membership sites. You would use it on any marketing collateral that you create, as well.
A slogan, on the other hand, typically applies to a single product or branch of the business. Maybe you create online courses for both beginner and advanced photographers.
In that case, you could create a slogan for your beginner courses like, “Get Your Lens Wet.” A slogan for your advanced courses might look like this: “Take Your Photos To The Next Level.”
You wouldn’t use your slogan for the advanced courses when talking about courses for beginners. That’s because a slogan only applies to the specific product or set of products that you developed it for.
What Is the Difference Between a Tagline and a Logo?
Some entrepreneurs also confuse taglines and logos. A logo is typically a graphic mark that represents a business and makes it easily identifiable.
We have already talked about Kajabi’s tagline, but what about our logo?
It’s our name in all capital, sans-serif type with a stylized letter K preceding it. You couldn’t mistake our logo for our tagline because they are nothing alike.
Generally speaking, a logo is the business’s name as well as some type of illustrative design. Logos of all types exist, from incredibly simple ones like Google’s to far more ornate and complicated designs.
Consider creating both a logo and a tagline. Your tagline doesn’t need any special design element to make it stand out. However, you might want to hire a professional designer to create your logo.
Think of the logo as the visual representation of your business. Like the Nike swoosh and the McDonald’s golden arches.
Your tagline, however, is an extension of that representation that expresses what you do and why you do it in text. It’s not an explanation of your logo or business, but a reflection of its purpose.
Why Does Your Knowledge Commerce Business Need a Tagline?
In today’s crowded marketplace, you need a way to be memorable. If consumers forget that your business exists after a first encounter, they likely will never return.
A tagline helps make your business more memorable by creating an impression. You want that impression to be as positive and uplifting as possible.
How do you accomplish that? You create a tagline that encapsulates your business in just a few words. It’s easier said than done.
Think of your Knowledge Commerce business as any other entity. You create products that you hope people will buy so that you can generate revenue and continue to sell your knowledge.
To achieve that, you need a way to solidify your business and consumers’ minds. A tagline allows you to extend your first impression beyond your logo and whatever content a consumer happens across.
In Knowledge Commerce, taglines matter even more than in markets that deal in physical products. Consumers can’t hold your online course in their hands. You lose the connection that a tactile experience creates.
Consequently, you need other strategies to create a lasting impression. Taglines help you do that.
What Types of Taglines Exist?
You might have noticed that businesses develop taglines of varying lengths and content. Some are just one or two words, while others extend into one or two sentences.
There’s no right way to develop a tagline. You need a tagline that represents your business and communicates to potential customers exactly what you offer.
Some taglines ask questions. They make people think. For instance, the tagline, “Got Milk?” makes consumers think about milk and — more importantly — crave it. This tagline establishes desire.
Other taglines make a concrete statement. In effect, they tell the consumer what to think.
Disney’s tagline, “The Happiest Place On Earth,” communicates a clear idea. It tells people in no uncertain terms that Disney is the happiest place in the world.Another example is Volkswagen’s tagline, “Think Small.”
Still other taglines communicate a clear benefit. They tell the consumer what they can expect by patronizing the business.
You might be familiar with Maxwell’s tagline, “Good to the last drop.” It tells consumers that Maxwell coffee continues to satisfy until the mug is empty.
You can take inspiration from these types of taglines to create your own. In Knowledge Commerce, focusing on benefits might be your best bet.
Since you teach a specific concept or topic, focus on letting consumers know what they can get out of your online courses and other digital products. How exactly will they benefit? What makes your digital products better than everyone else’s?
How to Develop a Tagline: Tips for Making a Memorable Impression
If you’re ready to create a tagline, let’s go over some of the best practices for creating a memorable impression. The better your tagline, the more customers will remember you.
You might be familiar with the acronym, “Keep It Simple, Stupid.” It’s a good piece of advice for many different business ventures.
When you don’t over complicate a process, it can unfold naturally. Complex taglines are less memorable because they’re more difficult to solidify in the mind.
Think about your most complex password for a website or software program. It’s difficult for hackers and other criminals to gas because of its complexity. However, it’s also more difficult for you to remember.
A password like your dog’s name or the name of the first street lived on sticks in your brain because it’s memorable and simple. A password like “X4!gT<1*” isn’t memorable at all, which makes it more safe.
Your timeline doesn’t need to be safe. It needs to be memorable.
For that reason, focus on keeping your messaging and your words as simple as possible. Don’t use a long word when a short one will do. Similarly, get your message across in as few words as possible.
Consider Kajabi’s tagline again: Your Knowledge Commerce Platform. It’s only four words long and it contains a phrase and concept — Knowledge Commerce — on which we’ve built our platform.
2. Less “Mad Men,” More Meaning
Back in the days of advertising’s glory, men and women sat in conference rooms and brainstormed clever, often meaningless taglines to impress their clients. Those days of advertising are over.
Don’t channel “Mad Men” when developing your tagline. You don’t need the Draper touch.
Instead, you need a tagline that people will understand as soon as they read it. Consumers don’t like to have to puzzle over a tagline to understand its meaning. They want you to get to the point as quickly as possible.
Additionally, a generic tagline can apply to any business. Consider a tagline like “Made For You.” What type of business might this tagline belong to?
It could be a Knowledge Commerce business, a toy manufacturer, a brand of toilet paper, or a line of furniture. It’s completely generic.
Avoid this type of tagline if you want to make an impression on your prospective customers. Create a tagline that can only apply to the type of business you run.
3. Storytelling at its Finest
The best taglines tell a story. One of the finest examples of this type of tagline comes from Verizon Wireless: “Can You Hear Me Now?” It was often illustrated in commercials with a man walking across an entire city with a phone tacked to his ear, constantly asking, “Can you hear me now?”
Why did this tagline resonate? Because everyone could relate to it. These days, smartphone signals seem imminently reliable, but that wasn’t true even five or six years ago. Dead zones happened everywhere, and people constantly found themselves moving a few feet and asking, “Okay, how about now?”
It also told a story: the story of people everywhere who simply wanted to make a call and hear what the other person was saying. It simultaneously communicated a problem and a solution.
You can see another form of storytelling in Timex’s timeless tagline: “It Takes a Lickin’ and Keeps on Tickin’.” The story is clear here, as well. Timex wants consumers to know that dropping their watch on the floor won’t necessitate a new purchase.
It says, “Our watches are durable and reliable, so you can count on us to produce merchandise you trust.” However, it says it in a memorable way.
4. Bring on the Benefits
Consumers are swayed by benefits — not features. They don’t care, for instance, that a watch has fewer moving parts or that its face is made of some space-age material. Instead, they want to know that the internal workings will continue to thrive after years of use and that the face won’t crack even if it’s abused a little.
That’s what we mean when we urge you to communicate benefits in your tagline.
M&M’s famous tagline does this well: “The milk chocolate melts in your mouth, not in your hand.” There’s a clear benefit here. You can eat M&M’s right out of your palm without smearing chocolate all over your skin.
That’s a simple benefit, but it works.
Wheaties did something similar with its tagline, “Breakfast of Champions.” With this tagline, the cereal company communicated that its product would help turn the consumer into a champion through its nutritional content.
You can do the same for your Knowledge Commerce business. What benefits can your customers expect to receive after buying your digital products? How will their lives become better, easier, or more efficient?
5. Add Some Windex to Your Tagline
Murkiness doesn’t benefit taglines. If you weigh down your tagline with too many details, you’ll confuse the consumer and dilute your message.
Always seek to clarify your message. Don’t use words that could mean something else, for instance. Avoid saying something so obscure that prospective customers will wonder what exactly you’re trying to say.
Consider Prego’s tagline, “Prego…It’s in There.” This tagline worked for television commercials because actors could illustrate it on the screen. But when you simply hear the words, you’re not sure what they mean — especially if you don’t know what Prego is.
The commercial referred to the fact that Prego spaghetti sauce contained all the delicious ingredients that would go into a homemade sauce.
For your Knowledge Commerce business, you don’t want to muddy the waters. Focus on creating a tagline that consumers can understand the second they read or hear it.
7UP did this well with one of its taglines, “The Uncola.” It’s simple, clear, direct, and unmistakable.
6. What’s Your Why?
You might have heard Simon Sinek’s famous TED talk about finding your business’s Why. It’s an important process for every entrepreneur because you need to know why you are in business and what drives you to succeed.
Entrepreneurs in Knowledge Commerce often find it easier to find their Why because they’re driven by a specific mission. You want to teach people a subject in which you are an expert, whether because you hope to help people or because you’re passionate about the topic, or both.
Knowing your Why is important, but if you can communicate it through your tagline, you’ll have reached a rare form of marketing success. It’s difficult to communicate your Why in very few words.
Wrigley’s accomplished this with the tagline, “Double Your Pleasure, Double Your Fun.” It communicates the benefits of its famous gum, of course, but it also illustrates the company’s Why.
Wrigley’s wanted to inspire please and enjoyment with their product. It’s clear from the tagline that the company was interested in manufacturing a product that wouldn’t just bring great taste, but also pleasure.
7. Get People Talking [h3]
Have you ever had a post go viral on Facebook? You get 10,000 Likes, even more shares, and the glow that comes with marketing success.
We like it when people talk about our businesses. While you certainly want customers to talk about your digital products, you can also inspire conversations in other ways.
A great tagline often does this well. Marketers might mention your tagline as an example of excellence, just as we’ve done several times with other businesses in this article. Consumers might share your tagline on Facebook, either because it’s funny or memorable, or both.
It’s not easy to achieve, but you can play with different linguistic concepts to help make your tagline more shareable.
For instance, rhyming is always pleasant to the ear. That’s why poetry has survived through hundreds of years. We already mentioned Timex’s tagline, “It’s Takes a Lickin’ and Keeps on Tickin’.” While the message is powerful, the rhyming words make it even more appealing.
Alliteration can also help. If most of the words in your tagline start with the same letter, the phrase becomes more memorable and the tagline more shareable.
Other options include plays on words, onomatopoeia, and homonyms or homophones. Just make sure that you’re using these literary techniques on purpose. Accidentally substituting a word for its homonym might make your tagline shareable, but not in a good way.
8. Less Is More
Some of the shortest taglines in history are also the most popular. Remember “Do You…Yahoo?” It was a popular tagline because people repeated it as a joke and because it was short and sweet.
Less is always more when it comes to taglines and slogans.
Campbell Soup is another great example: “Mmm, Mmm, Good.” Clear and simple, but unmistakable.
9. Google Is Your Friend
The last thing you want to do is create a tagline that already exists. Not only will you infringe on another business’s intellectual property, but you’ll also instantly brand your business as uncreative and unoriginal.
Not a good start for your Knowledge Commerce products.
After you create a tagline, wrap it in quotes and Google it. You might find exact matches that aren’t taglines — don’t worry about those. You’re looking for businesses and websites that have used that tagline as their own.
If you do find that your tagline is “taken,” don’t panic. You can easily tweak it to make it more original. Change a few words or move the phrasing around. Get creative.
Additionally, this is a good excuse to brainstorm a few taglines that you love. Three is a good number to start with. You might like them all equally, but Google could narrow down the choices based on what already exists.
Examples of Impressive Taglines
We’ve already talked about a few taglines that have stood the test of time — some of which are still in use. However, breaking down why a particular tagline works might help you create one of your own.
Let’s start with Airbnb, a company that helps people rent out their own homes (or rooms within their homes) to travelers who would rather not stay in hotels and B&Bs. “Belong Anywhere” is one of Airbnb’s most famous taglines and it works for several reasons.
The idea behind this tagline creates a connection between the company purpose and its potential customers. People often feel adrift when they stay in cold, sterile hotel rooms that lack personality and the warmth of personal touches. Airbnb offers to help eliminate that problem.
“Belong Anywhere” promises consumers that they can feel right at home even when they’re traveling to another city or even across the world. They can stay in someone else’s home and enjoy all the creature comforts that come with such accommodations.
Then you have Coca-Cola, which has gone through many taglines over the years. One of its most famous was “Things Go Better With Coke.” This is a benefit tagline that tells consumers they can enjoy a carbonated beverage no matter what they like to eat or do.
The tagline says, “It doesn’t matter where you are or what you’re doing. You’ll feel better if you crack open a bottle of Coke.”
You can take inspiration from this tagline by creating an inclusive tagline of your own. Showcase the benefits of your products and show why you’re the best.
GE is one of the older companies on this list, along with Coca-Cola, and its tagline suggests creativity and innovation: “We Bring Good Things to Life.” Based on this tagline, we can infer that GE takes great ideas and concepts and turns them into usable, dependable products.
You can use a tagline like this in Knowledge Commerce, too. Sure, you’re selling knowledge, but you’re also selling the result of that knowledge.
Maybe you teach online courses on health and fitness. People can learn how to eat more nutritious meals, exercise safely, and build muscle while burning fat. But what are the results of that knowledge?
Improved health. More stamina. Greater strength. A toned body.
You can see how brainstorming will make your taglines come to life.
Now, let’s look at the Jared tagline: “He Went to Jared.” Most people have heard this phrase if they watch television or listen to the radio.
We’re looking at an emotional headline here. The idea suggests that everyone will congratulate you for going to Jared’s for jewelry. It’s designed to appeal to social proof without actually using any social proof, which is tough to pull off.
We’ve all heard MasterCard’s tagline, which has been used for countless Internet memes: “There are some things money can’t buy. For everything else, there’s MasterCard.”
This is one of the longer taglines, but it still works because it tells a compelling story. It acknowledges that some things are priceless, as you’ve likely seen in the commercials, but that you can depend on MasterCard for the things you need.
Use Kajabi to Turn Your Knowledge and Content Into Products You Can Sell
Does your Kajabi Knowledge Commerce business need a tagline? Absolutely. We make it easy for you to create a website for your Knowledge Commerce products and to promote them through email marketing, webinars, and more.
Once you’ve found a tagline that works, insert it into your website template. Use it on all of your marketing collateral. Make it as well-known as possible. Our platform will take care of the rest while you turn your knowledge into marketable products.
What is a tagline? It’s a succinct series of words or phrases that communicates an essential idea about your business. It communicates benefits, a story, your Why, and other details to help customers feel more connected to your company.
Do you need a tagline for your Knowledge Commerce business? You do if you want to set yourself apart from the competition. A memorable tagline can be worth considerable sales down the line.
Make sure to keep your tagline simple. Don’t take inspiration from “Mad Men.” Instead, inject meaning into every word.
Tell a story with your tagline. You can also illustrate the benefits your customers can hope to receive from investing in your digital products and clarify your Why.
The best headlines get people talking and share more information with fewer words. Just make sure that nobody has used your tagline in the past.
When all else fails, take inspiration from great headlines. Examples range from Airbnb and MasterCard to Jared and GE.
Does your business have a tagline?
This article was originally published on the Kajabi Blog