How to Create a Good Strapline

How to Create a Good Strapline

How to Create a Good Strapline

Branding straplines / taglines influence consumers’ buying behaviour by evoking an emotional response. Impulse recommend that your strapline/tagline should be a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors.

Traditionally brand straplines / taglines are used in advertising and are applied to marketing collateral as the centrepiece of a positioning strategy. A brand strapline / tagline is a slogan, clarifier, mantra, company statement or guiding principle that describes, synopsises or helps to create an interest.

A cross section of strapline examples that Impulse have highlighted are…

Imperative: Commands action and usually starts with a verb;

Nike: “Just do it”
ATI Technologies: “Get In the Game”

Descriptive: Describes the service, product, or brand promise;

FedEx: “When it Absolutely, Positively has to be there overnight”
Target: “Expect more. Pay less”

Superlative: Positions the company as best in class;

Gillette: “The best a man can get”
BMW: “The ultimate driving machine”

Provocative: Thought provoking. Frequently a question;

Microsoft: “Where are you going today?
APPLE: “Think Different“

Specific: Reveals the business category;

HSBC: “The world’s local bank
Nokia: “Connecting People”


Essential characteristics are…

  • Short
  • Differentiated from its competitors
  • Unique
  • Captures the brand essence and positioning
  • Easy to say and remember
  • No negative connotations
  • Displayed in a small font
  • Can be protected and trademarked
  • Evokes an emotional response
  • Difficult to re-create

To enhance your brand with a good strapline that defines your company branding, speak to one of our branding specialists call 01904 430 666 or get it touch via the contact us page.