March 8, 2019

9 Fitting taglines you wish you’d come up with

Brand taglines denoted by quote marks within a speech bubble

What comes to your mind when you think of ‘the happiest place on earth?’ Or when you hear, ‘betcha can’t eat just one?’

Disneyland and Lays are perfect examples of brands who know just how powerful and impactful the right tagline can be.

A brilliant tagline not only reflects the personality of your brand but also captures the core values you provide to your customers, in a catchy and concise manner. It remains etched in people’s minds, and they can associate it with your brand immediately as we did above!

If you’re looking to create a tagline for your brand or even redo it, a look through the following taglines should give you a good idea of the kind of result you must aim for.

1. Nike – “Just Do It”

Nike featured in marketing blog post

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Pasted across every product and event Nike creates or sponsors, this extremely well-known tagline didn’t take long to resonate with its audience.

The brand is so much more than just athletic apparel; it is a state of mind that encourages you to overcome obstacles without trying to fit a fixed prototype of a ‘successful’ person. That if you want to do it, then you just should.

Case in point: This series of video clips they created as part of their campaign for the 2012 Summer Olympics.

2. TOMS – “One for One”

Toms featured in marketing blog post

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In the age of ‘buy one get one’, TOMS has given a different meaning to getting two for the price of one. The brand was launched as an initiative to donate a pair of shoes for every pair that was bought from them, and the tagline aims to impactfully communicate that to the consumer.

With the product modelled after the soft Argentinian shoe, ‘alpargata’, the brand caters to every socially conscious consumer who wishes to do tangible social good.

3. T Brand Studio – “Stories That Influence the Influential”

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The focus of content creation has rapidly shifted to the consumer. It is they who decide what gains momentum amongst the noise.

As a branded content studio, T Brand Studio’s tagline resonates with both its context and the organisation’s place within it. The company’s hope that engaging content put out by them can impact readers across the globe reflects in the same.

4. L’Oréal – “Because You’re Worth It”

L'oreal Paris featured in marketing blog post

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L’Oreal’s popular tagline has been slightly altered over time. Born as “Because I’m worth it”, it emerged from its copywriter as a form of feminist protest.

The original copy by Ilon Specht read as the following:

“I use the most expensive hair color in the world. Preference, by L’Oreal. It’s not that I care about money. It’s that I care about hair. What’s worth to me is the way my hair feels. It feels good against my neck. Actually, I don’t mind spending more for L’Oreal. Because I’m worth it.”

And that’s how a personal care brand came to represent women as subjects and not objects, a virtue they hold on to even today.

5. Burrow – “Good for Nothing”

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Given its conventional meaning, the tagline catches you off guard and ignites your curiosity. And it is after looking into it do you realise that this sofa company celebrates leisure.

Burrow’s comfortable sofas are built sturdy and stain resistant, keeping in mind that people would rather lay on the couch rather than do anything else after a long tiring day at work!

Not only does the tagline get your attention, but it also comprehensively rounds off the product purpose and brand identity.

6. Surf Excel – “Daag Acche Hai/Stains are good”

Surf Excel featured in marketing blog post

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A detergent brand that acknowledges the value of stains is bound to stand out amongst its competitors and also generally within the market.

The central premise of the tagline is that Surf Excel is highly effective at cleaning and getting off stains. Therefore, parents are encouraged to allow their children to grow and develop, even if it means getting their clothes dirty.

7. Citibank – “Citi Never Sleeps”

CitiBank featured in marketing blog post

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A play on the popular phrase ‘the city never sleeps’, the brand’s tagline has infused the idea with a sense of responsibility. It reassures its customers that the company’s banking services will be available 24/7.

And with money having become a necessary and sometimes urgent requirement, Citibank’s tagline is a promise that people won’t forget.

8. Dollar Shave Club – “Shave Time. Shave Money.”

Dollar Shave Club featured in marketing blog post

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Given that the brand was established to counter the high cost of disposable razor blades, the tagline rings just right; especially with its pun on ‘save’!

It simultaneously caters to the brand’s target audience by painting the picture of a smart guy who doesn’t lack common sense and knows his way around the world.

9. Headspace – “Treat Your Head Right”

Headspace featured in marketing blog post

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Headspace was an initiative begun by two men: one recovering from personal loss through meditation, and another who had developed anxiety given the pressure of his job.

The two created an app that brought the seemingly inaccessible practice of meditation to the everyday lives of people. The goal was to demystify mindfulness as something that is only practised by someone like a monk sitting atop a hill.

Which is why the tagline too simplifies the concept of meditation and gives it straight to its audience.

Final thoughts

Taglines often tend to emerge as an introduction to a brand. If they resonate with consumers, those few words can become a brand’s identity and echo its spirit.

Not only do these taglines create sensory recall value, they also tend to reinforce a hidden virtue that the consumers may feel, but might not necessarily voice.

And eventually a tagline is successful if it nurtures a sustainable bond between the brand and its consumers.

Reference links

How To Craft A Powerful Tagline For Your Business

27 Companies With Really Catchy Slogans & Brand Taglines

44 Creative Indian Brands Slogan Collection

109+ Famous Company Taglines and Slogans (And How to Make One That Sticks)

9 Business Tagline Examples That Drove Multi-Million Dollar Growth