Take time to create a profit-generating tagline

GLD Enterprises Communications tagline, “You’re Connected!” conveys our ability to bring the customer and the world closer together.

The purpose of a “tagline” is to create a memory hook to be associated with a company identity, product line or service offering. But there seems to be a trend among small business owners to either maintain multiple taglines or create new ones on a whim, with no apparent strategy.

A tagline is one of the most important, and  least important, parts of a robust marketing plan. But a good tagline is not merely a memorable slogan, it requires thought, discussion, even, in some instances, focus group testing, all in an effort to determine that it conveys the desired message.

It doesn’t have to be “catchy” and should never be cliché – mostly because, if it sounds familiar, that generally means someone else is probably already using it. It should be original, unique and convey the experiences and emotions of customers after having used the product or service being represented. It should focus on your core service and speak directly to your potential customer.

Once again, an effective tagline should express, in just a few words, how a customer feels after having done business with your company. Unfortunately, most small business owners choose a quick, catchy slogan to throw under their name, if they bother with it at all. So is a tagline really necessary? In short, it won’t break the business if you don’t have one, but building a marketing strategy around a solid tagline can be incredibly effective in attracting new customers. Taglines speak to the reactions of an individual, so it’s important in the sense that it generates a sort of testimonial to your work; A short, very short, testimonial.

McDonald’s tagline, “I’m lovin’ it” cost millions to develop and is the center of their entire marketing plan.

Taglines should be no more than 5 words on the outside, preferably 4. Anything longer can cause confusion, and, needless to say, is hard to fit on a business card or advertisement. The most effective taglines take time to develop, requiring hundreds of hours of rewriting and test marketing to see just how people react with respect to the product or service, or the company image.

Another thing to be mindful of is self-aggrandizing or ego-based taglines. If you want your business to be self-sustaining, it can’t depend on any one person’s involvement, even the owner’s. When a tagline refers to the presence or personal integrity of the owner or sales representative, it generally leaves the potential customer with the idea that, should that person leave the company, any level of trust should be withdrawn as well.

Online tagline generators might be helpful if you’re writing a catchy jingle and you don’t care how cliche it is. But the truth is, a tagline generating website does not know you, or your customer. Original thinking and hard work are the only ways to create a profit-generating tagline.

Allstate Insurance developed a tagline that incorporates a visual symbol (the hands). Brilliant, and long-running. It’s been the focus of their marketing for more than 4 decades.

Finally, multiple tag lines are a no-no, unless you’ve achieved Procter & Gamble sized status. Large corporations often brand subsidiaries differently. The aforementioned, P&G, for example, has dozens of companies, making dozens of products, each with their own marketing programs and individual tag lines. But unless you’ve hit that size, you only need – and should only have – one tagline. Multiple tags are confusing to the consumer and you’re defeating your purpose when they have to remember more than one thing.

Taglines are important and, when used correctly, they provide an immediate hook to consumers. Take the time to build the perfect tagline and get professional help in its development. Getting it right the first time will help generate profits and also save you countless dollars in marketing development. Call GLD Enterprises Commercial Writing for professional development of your tagline. (937) 902-4857 or email us at, gdeer@gldenterprises.net