Brand Tagline Creation: Write a Slogan People Remember

"Just Do It." "Think Different." "Because You're Worth It." Great taglines become inseparable from their brands. While not every business needs a tagline, the right one can crystallize your brand's promise in a few unforgettable words.

What Makes a Great Tagline

Brevity

The best taglines are under 7 words. Nike's "Just Do It" is three. Apple's "Think Different" is two. Brevity forces clarity.

Emotional Connection

Taglines that make people feel something are remembered. "Because You're Worth It" (L'Oréal) speaks to self-worth. "Open Happiness" (Coca-Cola) promises joy.

Brand Promise

A tagline should encapsulate what the brand delivers. "Melts in Your Mouth, Not in Your Hands" (M&M's) is a clear product promise.

Uniqueness

Your tagline should be ownable — not interchangeable with competitors. "Quality You Can Trust" could be any brand. "The Happiest Place on Earth" is distinctly Disney.

Tagline Formulas That Work

The Imperative

A command that inspires action:

• "Just Do It" (Nike)
• "Think Different" (Apple)
• "Eat Fresh" (Subway)

The Descriptive

Describes the brand experience:

• "The Breakfast of Champions" (Wheaties)
• "The Ultimate Driving Machine" (BMW)
• "Finger Lickin' Good" (KFC)

The Provocative

Challenges or surprises:

• "Is It In You?" (Gatorade)
• "What's in Your Wallet?" (Capital One)
• "Got Milk?" (California Milk Board)

The Aspirational

Points to a better future:

• "Because You're Worth It" (L'Oréal)
• "Impossible Is Nothing" (Adidas)
• "A Diamond Is Forever" (De Beers)

Step-by-Step Tagline Creation

Step 1: Define Your Core Promise

What single thing do you want customers to associate with your brand?

Step 2: List Key Benefits

Write down every benefit your product/service provides. Circle the most compelling one.

Step 3: Write 50 Variations

Quantity breeds quality. Write at least 50 tagline options before evaluating any.

Step 4: Apply the Bar Test

Read each tagline to someone in a noisy bar. Which ones are understood and remembered?

Step 5: Sleep on It

Great taglines feel right after 48 hours, not just in the brainstorming moment.

Step 6: Test with Your Audience

Survey your target customers. Which tagline resonates most?

When You Don't Need a Tagline

Many successful brands operate without taglines:

• Your brand name is already descriptive
• You're too early-stage (a tagline can limit pivots)
• Your product speaks for itself
• A tagline would feel forced

Tagline and Brand Name Synergy

Your tagline should complement, not repeat, your brand name. "Apple: Think Different" works because Apple is abstract. "Fresh Foods: Eat Fresh" would be redundant.

Build Your Complete Brand

A great tagline builds on a great brand name. Start by ensuring your name is available and consistent across all platforms.

Try BrandScout to check your brand name across domains and social platforms. Nail the foundation, then craft the perfect tagline to complete your brand identity.