Coming up with a memorable tagline isn’t easy. There’s no special workshop question that uncovers the perfect line. It’s usually a bit of a grind through brainstorm sessions and many iterations. And although it can be frustrating, it’s important to find the right one. That said, you don’t have to go into the process blind.
So what really makes a great tagline? How do you find the right one? We’ll break down everything you need to know, along with some simple steps to create your own.
But first, let’s go over the basics.
“A tagline is a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors”, according to Alina Wheeler in Designing Brand Identity.
Oftentimes the word “tagline” is confused with “slogan”, but the two are slightly different. So, let’s clear this up:
Take Apple as an example. It’s most famous line, “Think Different,” began as a campaign slogan but has since become deeply tied to Apple’s identity. Even though they no longer use it actively, it still functions as a de facto tagline.
At the same time, Apple uses slogans tailored to individual products:
So, in short: taglines capture the brand as a whole, while slogans speak to specific products or campaigns.
If you want to build a strong brand, you need to create meaningful connections with people. That connection starts with the story you tell and how deeply it resonates. A tagline captures that story in its simplest form—it distills your brand’s essence into something clear, memorable, and easy to connect with.
A strong tagline acts like a mental shortcut:
A tagline makes your brand stick. It’s the first thing people remember and repeat about you, even when the rest of your messaging fades.
There’s no secret sauce for writing a perfect tagline—length, rhyme, or even including your brand name can all help. But at its core, a tagline that people actually remember comes down to three things:
The tricky part is that memorability and likability don’t always go hand in hand. People might recall a tagline because they’ve seen it everywhere, but that doesn’t mean they actually enjoy it.
The good news? You don’t need to be a global brand to write a tagline that works. The most effective ones usually come down to three simple qualities:
If your tagline can deliver on these three, you’re on the right track.
Writing a memorable tagline is a fun, creative challenge. But there are a few things you’ll probably want to do before you get stuck in.
Now, if you’re ready to start writing your tagline, here’s a quick, (mostly) pain-free way to make it happen.
Before you try to condense everything down into a few words, put it all on the table. Write a short paragraph that explains, who you are, what you do, and why it matters. Don’t worry about sounding polished—the goal is to capture your brand’s essence in your own language.
Staygold’s example: “We believe that branding is more than aesthetics; it’s a process of self-discovery, intentional design, and strategy. Our job is to empower clients to take control of their brand and use it as a foundation to build the future they envision.”
Take that paragraph and condense it into one line. The aim is to distill the core of your message into something that explains what you do whilst showing your personality. As you condense, remember:
Staygold’s example: “Branding is more than aesthetics—it’s self-discovery, intentional design, and strategy that empowers clients to shape the future they envision.”
Now comes the tricky part: trimming even further. Push yourself to say the same thing in fewer words. If you can’t get it down to one frontrunner, try out several variations. Play with rhythm, tone, and phrasing. Often the best line emerges when you compare a few side by side.
Staygold’s example: “Own Your Brand. Own Your Future.”
A tagline isn’t just a clever phrase—it’s shorthand for your brand’s bigger story. Ask yourself: If people only remembered this one line, would they still understand what we stand for? If the answer’s no, keep refining until it connects clearly back to your purpose, values, and positioning.
BTW, if you want to full story behind our philosophy, find out how “Own Your Brand. Own Your Future” became our brand philosophy (and tagline).
Before you share it with the world, check how it works across different contexts:
A strong tagline should work across all your brand touchpoints.
Finally, test it with others. Share your shortlist with employees, customers, or even a small group of peers. Pay attention to gut reactions: Which line sticks? Which one feels authentic? Use that feedback to land on a tagline everyone feels good about.
Now that you’ve done the hard work, it’s time to put your tagline to work. A great line only matters if people actually see it, hear it, and repeat it. Here are some practical ways to roll it out:
Remember, your tagline’s not just a clever line. It’s the piece that ties your whole brand narrative together. And if you’d like a second set of eyes (or some help rolling it out), we’d love to help.