Top Tagline Do's and Don'ts

Taglines that spout hyperbole or over-the-top promises do more harm than good. I often find myself talking back to the TV when I hear particularly vacuous taglines. I'll bet you do the same.

When I wrote copy on Madison Avenue, I helped firms define themselves, and out of that definition formulate a tagline. Sometimes I did it company wide, and sometimes for specific products as well. Below are my top do's and don't for taglines. Enjoy.

Top Don'ts

• Don't have a tagline just for the sake of having a tagline. In many cases it's best not to have one. Plus, a bad one can do much more damage than not having one at all.
• Don't rush it, especially if you're going to put sizable budget behind a tagline. You must be sure it works in all the circumstances in which it will appear, be it TV, trade shows, brochures, in other languages and face-to-face (especially face-to-face).
• Don't talk to yourself in a tagline. One purpose of a tagline is to communicate core values to employees. If yours does so, just be sure it works in the outside world at least as well as it does inside your culture.
• Don't craft meaningless taglines. A tagline that says everything often says nothing at all. "We work hard to make a better future for you" could be said by most companies. The point is, don't be generic, be specific.

Top Do's

• Get real - make sure your tagline speaks like you do in real life. After all, it is an extension of who you and your colleagues are.
• Think ahead, because business models shift and adapt. Be sure your tagline doesn't hem you in when you expand into other businesses, now and down the road.
• Ask the opinion of an outsider. Run your proposed tagline by people who have nothing to do with your industry. It's a good gut-check, especially if you are a public firm or are thinking of going public.
• Watch your rivals. What taglines do they use? Are they brilliant or do they miss the mark? How can you learn from them?


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• Look in the mirror. Before crafting a tagline, look at your firm and identify its core essence and its collective attitude. If your firm was a car, what car would it be? A BMW, a Volvo, a Chevy? These exercises can help you get at your own identity.