A tagline is marketing magic

Taglines are not just for the big end of corporate and advertising town.  Are you a small business, a consultant or self employed  competing  with big  brands?   Then a  brilliant tagline is marketing magic  to set you apart, raise  visibility and inspire confidence.

A strong and clear tagline is the brand vision and marketing  foundation of  every business.   Nothing beats an inspirational and aspirational tagline to set your business brand apart in competitive markets.   And a powerful tagline will boost personal branding actions and  team confidence  no end. 

The sense of pride and motivation to deliver on that vision and mission cannot be under-estimated.  It’s a core part of personal and business branding and is fun to create.

And here’s the 1st bit of magic – taglines are not just for big corporates, products and global brands.

They are just as relevant and valuable for SME’s, solo coaches and consultants.  Perhaps even more so as they are fighting to stand up and out in saturated and highly competitive markets without the big marketing $$.  And it is equally important for service businesses as product.

Yet  there is often an unspoken perception that unless you are at the big end of town  you may come across as pretentious  or even a  bit wanky with one.    It’s of course nonsense and actually the reverse.  But only 30% of SMEs and consultants have one and if they do they are often quite stock standard or uninspiring.

Difference between a Slogan & Tagline

But just to clarify, there is a difference between a slogan and a tagline.  Slogans are used for specific campaigns or products.  Whereas a Tagline is the consistent business message.   For example, my tagline is “DARE to step up and stand out in your business and career:” 

Key Benefits

  1.   Professional perception
  2.   Identifies brand personality
  3.   Creates confidence, builds trust
  4.   Clarifies the vision and mission
  5.   Differentiates the business
  6.   Increases brand recall
  7.   Conveys results
  8.   Amplifies all other promotions & marketing
  9.   Joins teams and stakeholders together in a common purpose
  10.   Is a great attraction tool for new staff, top notch suppliers etc.

Key Elements

  1.   Original, No cliché’s
  2.   Unique, not boring
  3.   Honest – is deliverable each time
  4.   Appeals to target market
  5.   Inspiring (vision and goal)
  6.   2 -8 words
  7.   Memorable & simple
  8.   Business benefit focused
  9.   Matched to brand personality
  10.   Check for trademarks & legal searches

A tagline is a bit like a puppy – you buy one for life.   And whilst you can pivot if your business changes, a tagline is all enduring and you just MUST be in love with it.

You must feel really excited and energised when you see, hear and read your tagline.  And so should your market. Use it across your website, social media, LinkedIn, email and every other touchpoint.

I have created 100s of taglines for clients over the years and it takes them to the next level. And it builds self confidence and empowers all other marketing. 

Taglines for professionals & career executives

And if you are a executive or career professional why not use your purpose tagline for your personal branding. LinkedIn is a great place to showcase that on your banner and profile.  And if in the job search, take your value up a notch by including a tagline to your CV.  It certainly will further being memorable and takes a marketing mindset to the career hunt.

Magic happens when your tagline jumps up and out!

Versions of this article was also published in Inside Small Business  &  Flying Solo 

Need help to craft powerful branding,  communications and taglines? Email  Sue directly at sparker@daregroupaustralia.com.au for a chat. 

More information on marketing services here 

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