10 November 2009

Creating a Tagline That Your Client Will Fall in Love With

The CEO of a client for whom we recently created a brand was what I would
call a "mildly supportive observer" throughout a comprehensive branding
process we led his company through. When he heard the tagline, it all

clicked for him and he became an effective brand evangelist to his
customers and employees. It takes Tiger Woods thousands of putts to sink that
10 footer when it matters. The right tagline follows that same logic.

In much of the work we do crafting brand identities and interactive
experiences, words are strategic elements of design. Strong messaging is the
warp and weft in the fabric of a strong brand.  As part of our brand
engagements, I develop a lot of taglines for our clients. The term

"tagline" has always bothered me because it has such a trivial sound, bringing to
mind the in-house competitions companies often have, especially in lean times.

When done right a tagline can catch the imagination of a company and drive home the
key differentiator. If the underlying brand positioning is authentic, "a tagline is worth a
thousand pictures."

In my next post, I'll share five tips for creating a tagline your clients will fall in love with.

Categories: Brand / Marketing
Posted by Paul Regensburg at 3:05 PM

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Comments

Resume Writing

Resume Writing wrote on Feb 24, 2010 at 9:32 PM

I am a copywriter and it's my job to create unique and lovable tagline for our clients. It's really hard because there are lots of creative minds from the other advertising firms but thank goodness, they always approve my taglines =)
Rina

Rina wrote on Feb 24, 2010 at 9:44 PM

cant wait to see the five tips =)
Essay Service

Essay Service wrote on Feb 24, 2010 at 9:55 PM

making taglines is really kinda difficult because it should be unique and can be remember for a long time. It requires creative juices and flexible mind. but what I learned from my work as an account executive, taglines must be simple.
Acompanhantes

Acompanhantes wrote on Mar 16, 2010 at 10:32 AM

Actually the information shared is very valuable. I'm looking forward to the next 5 tips promised. Thank you!
Otimização de sites

Otimização de sites wrote on Mar 16, 2010 at 10:33 AM

Already available the next 5 tips? In that link I can find them?
Thanks a lot!
Desentupidora

Desentupidora wrote on Mar 16, 2010 at 10:37 AM

I think the key to success is differentiation, as you mentioned. To stand out you must be different and often daring, and certainly will convince and impress our customers. Congratulations for the tips!
Relogio de ponto

Relogio de ponto wrote on Mar 16, 2010 at 10:42 AM

A tagline should be one that is in the mind the client. Often he does not have a clear idea, but whenever we Tobt as much information as possible and understand the needs and desires of the client, we get success. I look forward the next 5 tips!
Rapidshare SE

Rapidshare SE wrote on Mar 27, 2010 at 1:40 PM

For sure brand means a lot. It increases the sales easily and to a large degree.