How to find a good tagline for a brand
A good slogan captures the essence of the brand in just a few memorable words.
First of all, a slogan will rarely, if ever, stand alone in front of the customer as a communication tool.
Most of the time, it is accompanied by the brand name and / or other elements.
That’s why it’s important to create it in harmony with the other brand elements, in order to maximize the amount of information communicated.
For example, if you have a more abstract name (less focused on explicit benefits), like SmartDreamers, ideally you should have a slogan that clearly conveys the benefits.
If, on the other hand, you have a more concrete name (like Bitdefender), you can go with a more abstract slogan.
Below, I’ll share 5 simple and clear steps to help you define your slogan:
1. Understand and define your brand idea
How does your business, NGO, etc., solve a more complex problem for the client?
Not just a specific, narrow benefit — but how you cover multiple specific benefits and solve a broader issue.
Example: Motherful makes parents’ lives easier in many ways:
“At Motherful, our mission is to help parents make confident choices for themselves and their families — saving time, stress, and energy in the process.”
Ask yourself:
What do you offer? (Product, service, experience)
What makes you unique? (USP — Unique Selling Proposition)
What emotions do you want to convey? (Trust, excitement, luxury, etc.)
2. Keep it short and simple
Example: Nike — Just Do It.
This is the ideal length, no more than 4–5 words.
Also, avoid jargon — it needs to be clear and easy to remember.
3. Focus on benefits
Highlight what the customer gains (M&Ms: Melts in your mouth, not in your hand).
Emphasize emotions (Disneyland: The happiest place on Earth).
4. Use creativity and wordplay
Rhymes or clever wordplay help.
Example: L’Oréal — Because you’re worth it.
You can also play with double meanings or contrasts.
5. Check originality and test it
Google it, to make sure it’s unique.
Say it out loud — does it sound good?
Ask others for feedback.
