A tagline is a brief phrase that captures the core identity or message of a brand. In marketing, it serves as a memorable expression that reflects a company's mission, values, or tone. Understanding what is a tagline is key to developing strong brand positioning.
The meaning of tagline lies in its purpose—to differentiate a brand in the minds of consumers. While a logo is visual, a tagline adds verbal clarity to a brand’s personality. It often stays consistent across all marketing materials and campaigns.
A well-crafted tagline communicates:
It should resonate with both new and existing audiences.
Although used interchangeably, company taglines and company slogans differ slightly. A slogan is often campaign-specific, while a tagline is more permanent and associated with the brand as a whole.
For example:
Here are some iconic tagline examples that show strong brand alignment:
These lines are short, emotional, and aligned with each brand’s messaging strategy.
Company taglines are often crafted during brand development stages. They are used across:
They help establish instant recognition and set the tone for communication.
1. What is a tagline in marketing? It’s a short, memorable phrase that reflects the core message of a brand or product.
2. How is a tagline different from a slogan? A tagline is brand-focused and long-term; a slogan is campaign-specific and often temporary.
3. Why are company taglines important? They reinforce brand identity, improve recall, and communicate value quickly.
4. Can a company have multiple taglines? Typically, brands have one main tagline but may create variations for sub-brands or products.
5. How do I write a good tagline? It should be concise, relevant, original, and evoke emotion or clarity about what your brand stands for.
