Struggling to explain what your brand stands for in a clear, concise, consistent way? You’re not alone.

We’ve seen it across industries—leaders can articulate their brand story in a 30-slide deck, but freeze when asked to distill it into a single phrase. That’s where taglines come in. They’re a shorthand reference to your brand position and promise.

If you’ve ever wondered what a tagline is, why it matters, or how to write one that resonates, this guide is for you.

What Is a Tagline?

A tagline is a short, powerful phrase that captures the essence of your brand. It’s the first impression, and sometimes the most memorable piece of your marketing.

When done right, a tagline becomes inseparable from your brand name, like MasterCard’s “There are some things money can't buy. For everything else, there's MasterCard,” or Apple’s “Think Different.” These are strategic assets built on real brand purpose.

Catchy Tagline Examples

Let’s move from abstract to concrete. Here are a few tagline examples that do the job brilliantly:

• Nike – Just Do It.
  → This isn’t about shoes. It’s about courage.
  
  
• L’Oréal – Because You’re Worth It.
  → A bold emotional appeal rooted in self-worth.
  
  
• M&M’s – Melts in your mouth, not in your hands.
  → A product benefit, stated memorably.
  
  

Each of these brands is a masterclass in tagline creation, not by offering a dictionary definition, but by the impact they make.

What Is a Tagline in Marketing?

In marketing, a tagline functions as an anchor for your messaging. It reinforces your brand across every touchpoint—from email signatures and billboards to product packaging and social media bios.

It’s the connective tissue between your brand foundation and your audience. Whether you’re launching a campaign or building a movement, a tagline becomes the magnetic phrase people associate with your value.

What Is a Tagline for a Business?

For businesses—especially those with complex offerings—a tagline simplifies your story. It brings focus.

At Backstory Branding, we define a business tagline as a shorthand reference to your brand promise and position. It’s not a mission statement. It’s not your elevator pitch. It’s the one-liner that captures the value you have to offer.

Tagline Ideas: How to Start Creating Yours

If your brand doesn't yet have a strong tagline, don’t panic. Great taglines rarely come from sitting in front of a blank screen. They come from increased clarity and a little structure.

Here are five tips for coming up with strong tagline ideas:

1. Start with your purpose.
   Ask: What difference are we making in the world?
   
   
2. Identify your top emotional benefit.
   Is it empowerment? Confidence? Simplicity?
   
   
3. Use the Brand Ladder Method.
   Ladder up from feature → benefit → feeling → value.
   
   
4. Keep it short and strong.
   Aim for 2–6 words. Cut the fluff.
   
   
5. Test aloud.
   Say it like a customer would. Does it flow? Does it stick?
   
   

Pro tip: Want a jumpstart? Try a free tagline generator like Shopify’s or Oberlo’s. But remember, catchy taglines only work if they’re rooted in something real.

Tagline Examples by Category

Need inspiration tailored to your niche? Here are tagline examples organized by type:

Benefit-Focused

• Bounty: The quicker picker-upper.
  
  
• Geico: 15 minutes could save you 15% or more.
  
  

Emotionally Charged

• Disneyland: The happiest place on Earth.
  
  
• De Beers: A diamond is forever.
  
  

Disruptive/Edgy

• Dollar Shave Club: Shave time. Shave money.
  
  
• Liquid Death: Murder your thirst.
  
  

Remember that each tagline should be aligned with the brand’s identity and tone of voice.

Why Your Tagline Matters 

A strong tagline creates a signal. It clarifies what you stand for, speeds up customer recognition, and amplifies emotional connection.

Here’s the truth: People don’t remember companies. They remember stories that made them feel something.

Whether you're launching a startup or refreshing a legacy brand, your tagline can be the first and most powerful step in telling your story.

Conclusion: Your Brand, in a Few Unforgettable Words

So, what is a tagline?

It’s a line under your logo. But it’s also a lot more than that. It’s your brand, distilled in a single phrase with the power to frame perception, ignite curiosity, and drive connection.

If you don’t have one yet, or if your current tagline isn’t pulling its weight, it’s time to revisit it. Start by clarifying your purpose. Ladder up to your biggest benefit. Then condense it down to a phrase that lives up to your promise.

Want expert guidance? We help brands craft taglines that capture who they are and where they’re going.

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Get in touch or get started with the brand assessment. 

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