Your tagline or slogan can be developed in a couple different ways:

  • Add it to the beginning or end of your mission statement as a sort of opening or closing line
  • Create a condensed version of your mission statement and use that as your tagline
  • Your tagline could even be your whole Mission Statement, if appropriate

You’ll be using your Tagline on business cards, brochures, websites, social media posts, forum signatures, and more. Along with your business name and logo, it forms the basis of your entire business identity and will be one of the first things people come to know about your business.

A Tagline can be highly creative, or just a simple description of what you do (“Serving joggers with foot problems since 1982”). Whatever tagline you choose, it should:

  • Be clear; not overly flashy, cute or clever
  • Showcase your biggest benefit
  • Never prompt the reader to think “so what?”
  • Reflect your company’s mission and its audience
  • Brand your business, your product or your service as strongly as possible
  • Reflect the benefits the customer will receive from your business, product or service wherever possible

People should automatically think of your business when they hear your slogan. What do you think of when you hear:

  •  “Plop, plop, fizz, fizz, oh what a relief it is”
  • “The Quicker Picker Upper”
  • “Have it Your Way”
  • “Play. Laugh. Grow.”

Excerpted from:

Starting A Business 1-2-3
The premier step-by-step interactive training system
for starting your business with confidence and clarity

Module 1: Research and Development