B2B Business: How to write a good tagline

Taglines can become iconic or fall flat and never be seen or heard. They come in all shapes and sizes,  clever like Southwest’s “You are now free to move about the country,” evocative like: “What happens in Vegas, stays in Vegas,” or fun like Mazda’s “Zoom, zoom, zoom.” However, they all have one thing in common: they work best when they are the last thing said to cap off an enjoyable message for the brand.

Woman thinking of a good B2B Business Tagline

Taglines are like being on a first date, but rather than a whole evening, you only have three seconds to make an impression. One line to set yourself apart from every other person in the dating pool, to win his/her heart. What do you say? More importantly, what does he/she want to hear? Will you melt hearts with “Tell me more about yourself,” or “I have an IQ of 147”? The same goes for taglines – you have to capture your audience’s attention quickly and leave a lasting impression. It’s your chance to tell your prospects that you can be important to them in benefit-minded terms and differentiate yourself from competitors. It’s not a time for empty bragging or being too clever or too cute. Your tagline should communicate the unique value proposition of your brand and what sets you apart from the competition.

Remember that the tagline is not the same as the headline. A good tagline should be short, simple, and memorable. It should communicate your brand’s promise, positioning, and personality. A great example of a tagline that does all of these things is Nike’s “Just Do It.” It’s short, simple, and memorable, perfectly capturing the brand’s promise to inspire and empower athletes.

Another example of a great tagline is Apple’s “Think Different.” It communicates the brand’s unique positioning and personality while inspiring customers to embrace innovation and creativity. This tagline was so effective that it became the foundation for one of Apple’s most successful marketing campaigns.

Taglines can only perform one function well, they allow you to stand out for one good, specific reason, and you have choices for that function. It can describe what you do, make a brand memorable, promise a benefit, claim a position versus competitors, connect with consumers’ emotional needs, or establish a call to action.    This is especially true with low-involvement purchases. 

For example, you’re at the store and remember you need trash bags. You also remember being on your hands and knees cleaning up coffee grounds after one ripped. You saw a commercial for more durable bags but can’t remember the name. While you’re scanning your options, it hits you — “Don’t get mad — get Glad.” Voila, the commoditized selection gets personal.

B2B companies can take this same approach, connect your tagline with the customer experience.  What are they doing or wish they weren’t doing that your product or service can help them with?

Taglines are a powerful tool for communicating your brand’s unique value proposition and differentiating yourself from competitors. So, take your time and craft a tagline that will captivate your audience and leave a lasting impression.


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