Do I Really need a tagline
for my business?
(And what most small businesses
get wrong about them)
Let’s be honest. Naming your business was hard enough. Now you’re being told you need a tagline too? Is it necessary?
We get this question from clients, especially small business owners trying to build something brand-able, but still clear.
Maybe your business name doesn’t make it obvious what you do. Or you’re unsure which words should go with it… Services, Solutions, Systems? Maybe you’ve seen the big brands with catchy phrases and wondered if you need one too.
Not every business needs a tagline. But every business does need clarity.
What is a tagline?
A tagline is a short, repeatable phrase that helps your audience understand what you do or what makes you different. It works alongside your business name to place you in a clear category the brain can quickly recognize.
It’s not your company name. It’s not your slogan. And it’s not a place to get cute or clever.
If your business name isn’t self-explanatory, your tagline gives it context. It helps potential customers know, at a glance, whether you’re relevant to their needs.
What is a tagline?
A tagline is a short, repeatable phrase that helps your audience understand what you do or what makes you different. It works alongside your business name to place you in a clear category the brain can quickly recognize.
It’s not your company name. It’s not your slogan. And it’s not a place to get cute or clever.
If your business name isn’t self-explanatory, your tagline gives it context. It helps potential customers know, at a glance, whether you’re relevant to their needs.
So what’s the difference between a tagline and a slogan?
Slogans are used more in advertising and tend to be emotional or creative. You’ve probably heard:
- Nike: Just Do It
- McDonald’s: I’m Lovin’ It
- Mastercard: There are some things money can’t buy for everything else there’s Mastercard
These work for large brands because they’ve invested millions of dollars into brand awareness. Small businesses usually don’t have that luxury. Which is why clarity is far more important than creativity when it comes to any messaging.
So what’s the difference between a tagline and a slogan?
Slogans are used more in advertising and tend to be emotional or creative. You’ve probably heard:
- Nike: Just Do It
- McDonald’s: I’m Lovin’ It
- Mastercard: There are some things money can’t buy for everything else there’s Mastercard
These work for large brands because they’ve invested millions of dollars into brand awareness. Small businesses usually don’t have that luxury. Which is why clarity is far more important than creativity when it comes to any messaging.
If your name doesn’t clearly explain what you do, consider this.
Sometimes a small tweak to your descriptor words makes a huge difference.
We made a few small changes to the client’s brand name so it’s easier for the brain to recognize what they do at a glance.
Paramount Special Services
(ORIGINAL NAME)
Paramount Special Services
(ORIGINAL NAME)
Paramount Industrial Services
(NEW NAME)
WHY IT CHANGED
“Special” is vague. Switching to “Industrial” clearly places the business in a known category and helps customers understand the type of services offered.
Industrial Services also aligned with their keyword research.
CELA Advisors
(ORIGINAL NAME)
CELA Advisors
(ORIGINAL NAME)
CELA Wealth Management
(NEW NAME)
WHY IT CHANGED
“Advisors” is broad and could apply to multiple industries. “Wealth Management” instantly communicates the financial focus and appeals directly to their ideal client.
Wealth Management also aligned with keyword research and how people are searching for their services.
Other times, a tagline is the missing piece. Take these real client examples:
- 3D Cabinetry – Hassle-Free Cabinetry for Contractors
- Velocity IT – Reliable IT Support for Growing Businesses
- CNI – Keep Your Company Online – All the Time
Each one is simple, specific, and designed to speak directly to the ideal client, so the message attracts the right people and eliminates confusion. For example, “3D Cabinetry” on its own could attract homeowners, but their tagline, Hassle-Free Cabinetry for Contractors, makes it clear who they serve best.
What makes a good tagline?
Here’s what we aim for when crafting a tagline with a client:
- It’s clear, not clever
- It’s short and easy to repeat
- It explains what the company does or the benefit it offers
- It works with your company name to clearly show what you offer.
What makes a good tagline?
Here’s what we aim for when crafting a tagline with a client:
- It’s clear, not clever
- It’s short and easy to repeat
- It explains what the company does or the benefit it offers
- It works with your company name to clearly show what you offer.
And sometimes, the best solution isn’t a tagline at all. It’s choosing better descriptor words or slightly adjusting the business name itself.
Need help finding the right words?
We help business owners stop wasting time and money on marketing that doesn’t work. If your business name or tagline feels confusing, or like it’s not doing any heavy lifting, we’re ready to help.
