1. Uniqueness
Legally, we need to come up with a 100% unique and distinct tagline to avoid trademark lawsuits. Beyond this, we really need a unique and extraordinary tagline to promote our brand. If we are really serious to top the market, we should take a lot of brainstorming to make a tagline that will give our business the leading edge. A unique tagline stands out from other taglines. Also, when it is presented together with other company slogans, it is the one that catches more attention from the audience. Therefore, to make sure that your slogan is truly unique, you must make a research and study of the existing taglines of your competitors in the market – or even beyond the market to achieve total distinctiveness. By analyzing the existing taglines you will be competing, you can be able to formulate a tagline that certainly shines brighter than the others beside it. Consider one of my most favorite tagline for its uniqueness:

Yellow Pages:   “Let your fingers do the walking.”

2. Customer orientation
Customers are your buyers and maybe the ones who will consume your products and services. They are the ones who influence your sales and marketing decisions. A good tagline is one that suits the hearts and minds of your consumers. A company that shows “care” is the type of company that tickles the hearts and catches the loyalty of customers. Our taglines should show some “tender loving care” that is directed to our customers. Remember that comfortable words are words that come from the heart. Consider the following tagline that shows some “lovin”:

McDonalds:  “We love to see you smile”

3. Company strength
To gain trust and confidence from your clients and customers, you need to assure them with your company edges and strengths. Wise consumers are vigilant on the quality of products and services companies are offering in the market. They are practical consumers who want to obtain the right stuff for the money they have paid. To attract customers, we need to create a tagline that illustrates our power and strengths. This tagline will answer the customers’ question… how can you guarantee our satisfaction? Below is one of my preferred company slogans that insinuate company strength:

Ernst & Young:   “Quality in everything we do.”

4. Transmission
A company tagline that goes into the business hall of fame is one that contains a contagious element. This element is one that lingers in the mind of its victim – I mean its host. To make a viral tagline that spreads though the word-of-mouth, we need to construct it like a virus – something that can be spread easily and rapidly. With the perfect mix of uniqueness, power and comfort you can make a transmissible tagline. Unique means it is new, fresh and brings a lot of interest. Powerful means it is reliable and dependable. And comfortable means it is easy to be conceived and absorbed by the people’s minds. Consider the tagline of the company below which produces powerful batteries:

Energizer:   “It keeps going, and going, and going…”

5. The bearer
The last but not the least is the bearer. This simply means no matter how unique, powerful, comforting and viral your slogan is, if your company itself is not doing fine in business and not making its customers happy, your slogan or tagline is worthless. Let’s keep in mind that taglines are made to help our businesses and products succeed. This means it’s still your product or service that must lead in achieving your business success. Consider the following prestigious company that has brought its tagline into its own legend.

Nike:  “Just do it”

Related posts:

1. Famous business taglines and company slogans
2. How to Get More Customers and Increase Your Sales
3. Bible verses on marketing for marketers

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