As I said before in my Brand Messaging 101 for Beginners article, I collect business taglines and I finally organized them into three columns. I usually riff about a particular business tagline and share it on Facebook but this time, I’ll share it here first. Before you read my thoughts, I invite you to gather your own thoughts. Or, if you prefer, judge each tagline and then come back to compare them with my thoughts.
To keep it simple for you, I’ve rated them on three aspects:
- Sound byte – Does it rhyme and/or have cadence to it?
- Originality – Is it memorable and does it say something that’s specific?
- Brand voice – Does it ooze the brand’s personality?
Here we go!
A Bold, Global Pharmaceutical Company
Don’t live life without it.
Your world. Delivered.
Simplifying home and life.
Estee Lauder Cos.
Bringing the best to everyone we touch.
Where you book matters.
Imagination at work.
More Saving. More Doing.
See You at Breakfast
Dress for Less.
Make More Happen
Expect More. Pay Less.
For every generation there’s a Gap.
Plan and book your perfect trip
Do you Yahoo?
Save Money. Live Better.
Whole Foods Market
Whole Foods, Whole People, Whole Planet.
Rule the Air
“Buy it, sell it, love it”
What’s in your wallet?
Relax, it’s FedEx; The world on time.
It’s everywhere you want to be.
The safer way to pay online
Google – Don’t be evil.
Work Hard. Have Fun. Make History.
Get in the zone
Be Connected. Be Discovered. Be on Facebook.
Johnson & Johnson
Your Druggist is More Than a Merchant
Expect Great Things
Way to shop!
It’s at times like this that Metlife sets itself apart. – What time like this are you referring to? Now or last week?
Solutions for your success.
Michael Kors Holdings
A chic, luxurious, sexy fragrance for women.
Pepsi. It’s the cola.
Define your world in a whole new way.
Western Union Co
The fastest way to send money – worldwide
Think different speaks to Apple’s “cool” crowd. Originally, the brand was designed for designers, innovators and creative types who “think big”. This tagline, originally an advertising campaign, had Steve Jobs vision and input all over it. He insisted that he wanted “different” to be used as a noun, as in “think victory” or “think beauty”. He wanted to make it sound colloquial, like the phrase “think big”.
This tagline is memorable because it sticks. It also speaks to the personality of the brand in the customer’s voice versus their own message, which is a very effective approach. They didn’t say something along the lines of we make the best soup, instead they mirrored their customer’s voice right back at them which further supports their customer’s brand loyalty.
Their tagline speaks to their brand as a lifestyle, not just a product. Harley-Davidson people are often die-hard brand fans wearing other branded items. The brand has intentionally built on this brand lifestyle over the years which captures the emotions of their target customers.
The business name doesn’t say what this business does but the tagline perfectly captures in a specific and memorable way. What they do is “send money worldwide” and how they do it differently “fastest way”.
That was fun! Want to see more taglines? Here are 135 taglines and business names of successful B-corps, social enterprises, and do-gooders to draw inspiration from. Enjoy!