A tagline isn’t the only part of your brand that marks your business, but it is an important part of your company identity. Having a good tagline can enhance your marketing efforts and clarify your company image. Here are some tips on writing a tagline that will stick with your customers.

• Keep it short. The best taglines are short and to the point. Try to make them no more than six or seven words.
• Keep it simple. Use words everyone can understand rather than jargon from your industry.
• Be specific.
• Be positive.
• Appeal to your target market. Advertising is the most effective when it speaks to the right audience, so you need to know what that is before you start your ad campaign. If you create a great tagline, but it isn’t focused to your target audience, then it’s not going to help you as much as it should.

This is a creative process and it helps to gather ideas from more than one person. First, brainstorm some keywords that relate to your business. Jot down anything that might relate to your products or services.

Next, brainstorm values and benefits for your customers. What do your clients value about your company’s products and services? Make a list of those keywords, too.

Now, combine those words and see what you come up with. Can you make a descriptive phrase out of what you’ve got? Start writing down ideas, without any editing, to see what you can make out of your keywords, trying different combinations.

Start picking out your favorites, discarding the ones that you don’t like. Go through all of your ideas, and look at how you can make them into a tagline, or if some of them work as is. Narrow your favorites down to two or three. Then test them on other people. See if people outside your business like them, understand them, and think they work.

A tagline isn’t necessary for every business, and it’s better not to have one than to have one that doesn’t work. Here’s some inspiration:

The 100 Most Influential Taglines Since 1948

From Tagline Guru