You’re Absolutely, Positively in the Ultimate Driving Place on Earth!
The best taglines distill a brand into a single, usually short, (hopefully) memorable line.
Let’s talk about taglines
A lot of the time, what we remember the most about a brand is the tagline.
Just do it.
When it absolutely, positively has to be there overnight.
The happiest place on Earth.
The ultimate driving machine.
You're in good hands.
There are some things money can't buy. For everything else, there's MasterCard
These just came off the top of my head. Sure, I can't recall loads of important stuff, but these… always there!
You can likely name the brands associated with these taglines (especially the last one) without cheating. Brands can be messy things. Especially today with a literal shit ton (shite tonne?) of ads and messages coming at us like water out of a firehose.
The best taglines distill a brand into a single, usually short, (hopefully) memorable line.
They make it easier for potential customers (and your parents) to understand what exactly you do. And, especially, what makes you weird, uhhh… unique.
When I worked on brand launches during my two centuries in advertising–usually sitting across from my partner for hours, mostly silent with occasional outbursts of what-ifs, how 'bouts, and does this works fueled by too much coffee–the taglines came either first or last. Sometimes both.
Taglines are a great way to crystalize your thinking about your brand. The best of them become guideposts for what your business says and does.
If you don't have a tagline, now's your chance to write one. Here are some tips:
Nail the Essence: What's the one thing you want people to remember about your brand? This isn't a novel; it's a sticky little line meant to get straight to the heart of what makes you…well, you.
Keep It Short and Sweet: Less is more here. The best taglines are the "snackable" version of your brand—quick, easy to digest, and memorable.
Make It About Them: Yes, you're amazing, but your customer's the star here. Think about what they want and how your brand makes that possible. Bonus points if they read it and think, "Hey, they get me!"
Dial Up the Feels: The most memorable taglines don't just describe; they make people feel something. Do you want them to feel bold? Supported? Like they just scored an exclusive backstage pass? Tap into that.
Use Active Words: A good tagline has a little kick to it. Use verbs that add movement—think do, feel, explore, instead of is, has, or provides.
Play with Rhythm and Sound: You don't need full-blown rhymes here, but a bit of flow can help it stick. Something that rolls off the tongue and maybe even sounds fun to say.
Read It Out Loud: Here's the test. If it sounds awkward or needs a Ph.D. to decode, back to the drawing board. Try it on your dog, your friend, your barista—anyone who will listen. Hey, how does it look as a tattoo?
Now it's your turn.
Set a timer for 5 minutes and write as many tagline ideas for your business as you can. Don't overthink it—just let the ideas flow. Remember, write fast and edit later!
Now, go back over your list. What stands out? What gets you excited? You may have a winner already, but if not, let one or more of these ideas inspire others. Keep writing. It’s worth it.
Cheers!
Brad
