In this final lesson, you are going to distill your brand strategy into a single line.
Your brand tagline should be a succinct, customer-facing statement that communicates your purpose, positioning and persona in your own, distinct voice.
I find that mind-mapping is a useful tool to catalyze creativity. You’ll try this technique in the exercise below.
Start by writing your brand name on the “root node.” Now, looking back over the exercises you’ve completed thus far, identify ideas and keywords that are important to your brand. Add these to the map as your first level of “branches.”
Continue to add more branches from here. You can refer to a thesaurus to find synonyms and related phrases if you get stuck. The end result should be a big pile of inspiration you can mine when drafting your tagline.
📝 Exercise 1
Now, it’s time to brainstorm, using your mind-map as inspiration. Strive for quantity, not quality in this exercise. You want to generate a bunch of ideas in the hope that one or two gems rise to the surface.
Set a timer for three minutes for each of the categories in the list below and come up with as many taglines as you can:
Imperative — A tagline of this category will begin with a verb and command action. Examples would include the following:
“Just do it” (Nike)
“Think different” (Apple)
“Open happiness” (Coca-Cola)
Descriptive — A tagline of this category will describe your product, service or brand promise. Examples would include the following:
“Expect more. Pay less.” (Target)
“Imagination at work” (General Electric)
“Ideas worth spreading” (Ted)
Superlative — Taglines of this category position your brand as best in class. Examples would include the following:
“A diamond is forever” (De Beers)
“King of beers” (Budweiser)
“Ultimate driving machine” (BMW)
Provocative — Taglines of this category provoke thought and often take the form of a question. Examples would include the following:
“Got milk?” (Dairy Council)
“Where else?” (Sears)
“Where’s the beef?” (Wendy’s)
Specific — Taglines of this category essentially just communicate the business category. Examples would include the following:
“Happy hunting” (Ebay)
“Love the skin you’re in” (Olay)
“Drivers wanted” (Volkswagen)
Once you’ve generated a list of contenders, it’s time to winnow them down. To do this, judge each option against your purpose, positioning and voice guidelines. Once you’re satisfied that you’ve crafted the perfect tagline, add it to your brand profile below.