How to Build a Tagline
An effective tagline is essential for a successful advertising campaign. The saying in advertising goes, "once you have the right tagline, the ads should write themselves." Sometimes taglines are the most important component of building your brand. It is the phrase that will represent you and ring in the heads of potential customers.
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Things You'll Need
- Campaign idea (how you will present the company/product/service)
- Target audience
Instructions
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Define your company's unique selling proposition (USP.)The USP distinguishes your company from the many others in the same market. An effective USP will exemplify a new factor you are bringing to your market, or explain what you do better than those already in the market.
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Decide what type of tagline will work best for your purpose. There are three types of taglines: summation, explanation and proposition. A summation tagline sums up your campaign idea giving a consumer a quick overview of whatyou are presenting. An explanation tagline explicates your campaign idea. A proposition tagline restates the proposition or product/service benefit you are trying to sell.
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Create a working tagline. Working taglines are usually run-on sentences that includes everything you wish to say in your tagline. It is hard to communicate an effective idea in a several word tagline, so before you can do that you need to at least pin down what it is you are trying to say.
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Reduce your working tagline incrementally as much as possible while retaining all the original sentiment you wish to convey. Whether on a billboard or website header, most taglines only receive approximately three seconds of a viewer's attention. The average reader can comprehend eight words during those three seconds, so a general rule is to keep your tagline under eight words.
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References
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