The Motto
The epic mini-poem known as the tagline is a
foundation for everything a brand does.
If any one element of a brand platform can stand on its own as what the brand is, it’s the tagline. Like an overarching theme or moral of the story, these few words say everything we need to know about the entity and how it might be relevant to our lives. For Airbnb, it’s “Belong anywhere.” For Nike, it’s “Just do it.” For Apple, it’s “Think different.” In every case, it explains everything the brand ever does and why you should care.
But an explanation isn’t the same thing as a description. A tagline shouldn’t necessarily tell you what the brand does and who it’s for. That’s the function of a positioning statement, which is not as foundational as a tagline. Products, services and markets can change, but an iconic brand will be able to remain existentially constant, always honoring its north-star emotion. This fundamental truth is what a tagline expresses. A tagline is something with which you cannot argue.
“A tagline is something with which you cannot argue.”
A tagline is not a slogan. It doesn’t need to hype the benefits of a hero product or service (see: “The Quicker Picker Upper”). A strong brand will always seek to create product extensions and forge new markets that align with its purpose. The world changes, constantly and rapidly. If a tagline is tied to a product, then the brand cannot evolve into a future icon with timeless appeal. If the goal is to create a brand that will last several generations and change many lives—as it should be—then its defining statement should reflect that kind of gravity, safely avoiding the temptation of short-term sales.
This is why, when creating a tagline, we must think deeply, essentially, spiritually even. We want these words to get at the kinetic quality of what the brand is trying to change in the world, and what emotions it wants to evoke by association. Connect high-order desire with sweeping truth in one brilliant phrase, and your brand will be irresistible.