Crafting a Timeless Tagline for Your Small Business

Guest article by Squadhelp

A stroll through the annals of brand history reveals something fascinating. From the iconic “Just Do It” by Nike to the unforgettable “Open Happiness” by Coca-Cola, taglines have the uncanny ability to encapsulate a brand’s essence in just a few words. It’s a legacy that underscores the enduring power of succinct messaging.

But why are taglines so crucial, especially for small businesses?

At their core, taglines serve as compact brand ambassadors. They communicate your business’s vision, values, and promises in a blink. For small businesses, where every touchpoint with customers counts, a tagline can amplify your brand’s voice amidst the noisy market backdrop. Think of it as your business’s handshake – it leaves a lasting impression.

So, how do you fashion a tagline that not only stands out but also stands the test of time? Here are some friendly pointers:

  1. Start with Your Why: Before diving into catchy phrases, reflect on why your business exists. What problem are you solving? What’s your unique value proposition? Simon Sinek’s popular adage “People don’t buy what you do; they buy why you do it” rings true here. Align your tagline with your “why.”

  2. Embrace Brevity: Remember, a tagline isn’t a mission statement. It’s a quick punch that delivers your brand’s message. Nike didn’t say, “We encourage athletic endeavors and pushing your limits.” They went with the succinct, “Just Do It.”

  3. Avoid Jargon: While you might be tempted to throw in industry-specific terms to sound professional, remember that your tagline should resonate with everyone, not just industry insiders.

  4. Make it Memorable: Alliteration, rhymes, and puns can be your friends here. But don’t force it. Authenticity is key. When McDonald’s coined “I’m Lovin’ It,” it wasn’t just catchy; it was a sentiment many shared.

  5. Test it Out: Before finalizing, get feedback. Share your potential tagline with friends, family, or even loyal customers. They’ll offer a fresh perspective and might point out things you’ve missed.

To drive this home, let’s lean on a real-world example. Coca-Cola, a brand synonymous with refreshment, didn’t just stumble upon “Open Happiness.” It’s a culmination of understanding their audience’s emotions and aspirations. Drinking a Coke isn’t just quenching thirst; it’s about experiencing a moment of joy, a slice of happiness. That’s powerful messaging.

Lastly, while you’re on this journey, remember that your tagline will evolve with your business. It’s a reflection of where you are in your brand story. And if you ever feel overwhelmed, platforms like Squadhelp offer a fresh approach to brainstorming and refining taglines, with the collaborative power of a community. While it’s just a side note, sometimes, a little external perspective is all you need to find clarity.

Conclusion: Crafting a tagline that leaves an indelible mark on the minds of your audience is as much art as it is science. It’s about understanding your brand deeply, keeping the message clear, and ensuring it resonates with your audience. As a small business owner, this is your rallying cry, your banner. Make it count.

And as you step forth in this journey, remember the words of David Ogilvy, the father of advertising: “What you say in advertising is more important than how you say it.”

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