The Two Things Every Good Tagline Needs: Expert Branding
Annabelle
A good tagline or piece of overarching brand messaging is something true, and something life-impacting. I didn’t even realise my own tagline followed this until I actually wrote it down.
True Plus Life-Impacting
The first part is something factual, grounded in what your brand actually does. The second is something your brand helps you do in life, in a wider sense, not always tangible, but it sells the idea that your brand does something, and that something is going to impact your life, positively.
Mine is “more to the story, more to your brand.” The asterisk symbolises the hidden message, the bit you forgot to say, the thing hiding in plain sight.
Sometimes you don’t even need the factual part- sometimes it’s just the impact, and there’s nothing wrong with that.
Nike’s “Just Do It” doesn’t follow this framework at all. But the underlying principle holds: lead with result, the mindset of every good athlete- not with 'what Nike sell'.
If you’re stuck on your own messaging, that’s exactly the kind of thing I work through with clients, have a look at the brands I’ve helped find their words.