Eric Swartz of the Byline Group suggests sitting down and asking yourself some core questions about your company:
- Who are you?
- What are your values?
- What is your vision?
- How would you describe your corporate culture?
- What nouns and adjectives would you use to convey your brand's promise and its solution?
- What words might your customers use to describe your company?
- Are there any misconceptions about your company that need to be cleared up?
To get your creative juices flowing, here is a list of the top 10 taglines since 1948:
- "Got milk?" (1993, California Milk Processor Board)
- "Don't leave home without it." (1975, American Express)
- "Just do it." (1988, Nike)
- "Where's the beef?" (1984, Wendy's)
- "You're in good hands with Allstate." (1956, Allstate Insurance)
- "Think different." (1998, Apple Computer)
- "We try harder." (1962, Avis)
- "Tastes great, less filling." (1974, Miller Light)
- "Melts in your mouth, not in your hands." (1954, M&M Candies)
- "Takes a licking and keeps on ticking." (1956, Timex)
(Source: The 100 Most Influential Taglines Since 1948)
Not having a great tagline (or one at all) may not doom a business, but having a memorable tagline can certainly help a business stand out from the clutter of a crowded marketplace.