8 Traits of a Powerful Tagline: How to Write the Right Motto or Slogan for Your Small Business

Words matter.

When a loved one passes away, we’re often compelled to contemplate or even ask what their final words were. Regardless of the impact this person had on our lives or the many wonderful memories we have of them, we would likely hang onto those final words for the rest of our lives.

“Let’s do it.”

The final words of convicted murderer Gary Gilmore moments before being executed by firing squad still live on today through the famous tagline they inspired — Nike’s “Just Do It.”

A tagline, also known as a motto or slogan, is a short, memorable message that explains a core benefit or belief of a business or its target market in an attractive way to that target market. Nike’s “Just Do It” doesn’t necessarily tell you anything about the business, but it explains a characteristic of their target market — go-getters; people who are willing to take action. From “Just Do It” to “The Few. The Proud. The Marines,” taglines stay with us and help build a positive image of a brand. This in intentional.

While working on taglines for a large, diverse group of companies, I developed a list of 8 traits that are part of most powerfull taglines. Before crafting your new tagline, make sure it…