Tagline: what it is, what it means and how to create yours
Motto, strapline or brand line: what a tagline is, examples and steps to create yours
A tagline is the short, fixed phrase that accompanies a brand’s logo and sums up its promise or personality. The best-known example is Nike’s “Just Do It”.
Unlike an ad, it doesn’t change every season: a brand can keep the same one for years.
What does tagline mean?
The word combines two English terms: tag (a label) and line. Literally, it is the “line that goes with” the brand.
There is no single synonym for it. Depending on the context, it is also called:
- Motto or brand line, the clearest options.
- Strapline, the term most used by British advertising agencies.
- Slogan, although it is not exactly the same thing, as you’ll see below.
It is also written tag line, as two words. Both forms are correct in English.
What is the phrase next to a logo called?
That phrase is exactly what a tagline is. It usually sits below or next to the logo, in a smaller size, and appears on the website, packaging, advertising and emails.
Not every brand uses one. Some rely only on their name and symbol, and others save it for advertising.
Difference between a tagline and a slogan
Many people use them as synonyms, but there are differences:
| Tagline | Slogan | |
|---|---|---|
| What it represents | The whole brand | A campaign or a product |
| Duration | Years | As long as the campaign lasts |
| Where it appears | Next to the logo, everywhere | In specific ads |
| Goal | Identity and recall | Selling something specific |
| Example | “Just Do It” (Nike) | The line from a summer ad |
Sometimes a slogan works so well that it stays on as a tagline. That’s what happened to Nike in 1988.
Your tagline, in every email you send
Create a template with your logo and your brand line and use it in all your newsletters. Free for up to 80,000 emails a month.
Types of tagline
Descriptive. It explains what the company does. It is useful for new brands or for brands whose name says nothing about the product.
Benefit-driven. It promises the customer a result: speed, savings, peace of mind.
Imperative. It calls for action, like “Just Do It”.
Emotional. It talks about values or feelings, not the product.
Provocative. It asks a question or breaks an expectation to grab attention.
Tagline examples
| Brand | Tagline | Type |
|---|---|---|
| Nike | “Just Do It” | Imperative |
| Apple (1997-2002) | “Think Different” | Emotional |
| L’Oréal | “Because I’m Worth It” | Emotional |
| De Beers | “A Diamond Is Forever” | Benefit-driven |
| Avis | “We Try Harder” | Provocative |
What it’s for
A well-chosen brand line does several jobs at once:
It explains what you do when the name doesn’t.
It sets you apart from the competition with an idea of your own.
It makes you memorable. It is repeated at every touchpoint with the customer and ends up associated with the logo.
It brings consistency. The whole team communicates the same promise, on the website, on social media and in emails.
How to write a tagline step by step
- Define your promise. What do customers get with you that they don’t get with others?
- Choose the tone. It should sound like your brand: serious, friendly, fun.
- Write at least 20 options. The first ones are usually the most obvious.
- Keep the shortest ones. Two to six words is ideal.
- Test them next to the logo. Check that they are easy to read at a small size and on mobile.
- Ask real customers. Ask them to tell you what they understand when they read it.
Before choosing, make sure it fits your company’s mission and values. A good brand line comes out of branding, not the other way around.
Common mistakes
Being too generic. “Quality and trust” is something any company could put its name to.
Making it long. Next to the logo, a ten-word phrase is unreadable.
Changing it often. What gives the phrase its strength is repetition over the years.
Your tagline in email marketing
Your tagline can accompany every email you send:
In the newsletter header, below the logo, so that the brand is recognized as soon as the email is opened.
In the email signature of the whole team, always the same.
In the email footer, next to the contact details and the unsubscribe link.
In the welcome email, to explain in one line what new subscribers can expect.
How Mailrelay helps you
With Mailrelay, you create a template with your logo and your tagline and reuse it in all your newsletters. That way, your brand looks the same in every send.
The free account includes up to 80,000 emails a month and 20,000 contacts, with human support in English on all plans.
A consistent brand image in every send
Reusable templates and a drag-and-drop editor, with human support in English on all plans.
Frequently asked questions about taglines
These are the most common questions.
What is a tagline?
The short, fixed phrase that accompanies a brand’s logo and sums up its promise.
What is another word for tagline?
Motto or brand line. British agencies also use strapline.
Is a tagline the same as a slogan?
Not exactly. A tagline represents the brand for years; a slogan usually belongs to a campaign or a product.
How many words should a tagline have?
Two to six words is typical. It has to be readable at a glance next to the logo.
Do all brands need a tagline?
No. It helps above all when the brand name doesn’t explain what the company does.