How to Create a Good Strapline

How to Create a Good Strapline

Good strap line-min

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.

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We loved working with Pairings Wine Bar on their new eCommerce website. Take a look at @pairingswinebar for great food and wine tasting experiences. Thanks to Nik at @canncreative for the introduction and great design.

#websitedesign #webdesignyork #webdesign #websitelaunch #webdesigner #yorkfood #york
...

Read Our Latest Testimonial

"I wanted to say thank you for all your time and input on my new website and blog. I was so impressed with the way you understood my brief and listened to what makes me me. The finished site is more than I hoped for, the feel and colours are spot on. My blogs now need to live up to the image you have created for me."

Thanks @beth_moulam

#websitedesign #websitedevelopment #bespokedesign #webdesign #websitelaunch #webdesigner
...

Hosting packages from Impulse.
Did you know we offer stand-alone hosting? Yes, we make great looking brands and websites but if you have an existing site that you are happy with, we have a range of packages from stand-alone hosting to fully managed services to choose from. https://www.weareimpulse.com/services/hosting-maintenance-packages/
...

Big thanks, for all the thanks! Over the last 5 years, we have had 45 - 5 star reviews! Sure we have problem projects but it's the way you deal with them that matters. It's all about the people. We give the same level of service in York, Leeds, London or LA from local joiners to multinationals. We feel the range and variety of companies that have left reviews backs this up. ...

Massive congratulations to Stephensons Estate Agents who are celebrating the 150th anniversary. Thanks for choosing Impulse to deliver the new website. Take a look at the site and the fantastic properties they have to offer here. www.stephensons4property.co.uk

@stephensons1871 #websitedesign #websitedevelopment #bespokedesign #northyorkshire
...

Big thanks to the guy's at the TECHNICOLOUR GIN CO for letting us help with the concepts for the new small-batch bespoke gin range. Read our blog post here. www.weareimpulse.com/thirsty-work-with-the-technicolour-gin-co

#packagingdesign #graphicdesign #yorkbusinesses #brandingdesign
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