How to write a tagline for your business

The short answer

A good tagline says what the business offers or how it is different in a few memorable words. Write down what you do, who it is for and why it matters, then compress it. Test several options with real people, check they are not already in use, and keep the one that people understand fastest.

What a tagline does

A tagline gives context to the name. If the name is descriptive, the tagline can add a promise. If the name is abstract, the tagline can say what the business does. It appears in places where you have only a second: a header, a profile, a business card or an advert.

A tagline is not a mission statement and it is not a slogan for a single campaign. It should stay in place for years, so it has to be about something stable.

Start with the raw material

Before writing a line, answer four questions in plain sentences.

• What do you do, in the simplest words you can use?
• Who is it for?
• What do customers get that they could not easily get elsewhere?
• How should people feel after dealing with you?

Your brand story and mission and values usually contain the best phrases. Highlight the words that customers use themselves.

Formats that work

• Plain description: says what you do. For example, an example business might use "Bookkeeping for small studios".
• Benefit: says what the customer gets, such as "Fewer late nights, tidier books".
• Promise: says how you behave, such as "Answers within the day" if that is true.
• Audience: names who you serve.
• Feeling: sets a tone, which suits brands with a strong personality.

Writing and tightening

1. Write twenty rough options without judging them.
2. Cut every word that does not carry meaning.
3. Prefer concrete words to abstract ones.
4. Read each option aloud and check the rhythm.
5. Remove claims you cannot prove, such as "best" or "leading".

Check before you commit

Search for the phrase in quotation marks to see who already uses it. A line that is common in your sector will not help you stand out and may cause confusion. Check that it reads well in each language you operate in, and that it does not carry an unintended meaning elsewhere.

Test your shortlist with a few customers and people outside the business. Ask what they think the business does based on the line alone. The version people understand fastest is usually the right one.

Where to use it

Place the tagline close to the logo on the website header, social profiles and printed materials, and list it in your brand guidelines with rules for size and spacing. Use it as the opening of your page title or profile summary where it fits, but do not repeat it in every paragraph. If it changes, update every profile at once.

When a tagline is not needed

Not every brand needs one. If the name already says what you do, and the website explains the rest within a few seconds, a tagline can be clutter. Treat it as a tool, not a requirement.

Common mistakes

• Being vague. Words such as quality, solutions and excellence could describe any business.
• Being too clever. A pun that people have to decode slows them down.
• Copying a sector cliché. If every competitor says the same thing, it does not distinguish you.
• Making promises you cannot keep. A line that overstates what you deliver damages trust.
• Writing for yourself. Use the words your customers use, not internal jargon.

Examples of the formats, with a made-up business

The following are examples for an invented bakery, to show the formats. They are not real taglines.

• Plain description: "Fresh bread, baked daily."
• Benefit: "Breakfast sorted before you wake."
• Promise: "Baked this morning, or it is free." (Only use this if you will honour it.)
• Audience: "Bread for busy kitchens."
• Feeling: "Warm from the oven."

Notice that each line is short and concrete, and that none of them uses a word like "premium" or "best".

Testing your shortlist

1. Show each option to five people outside the business without any context.
2. Ask what they think the business does and who it is for.
3. Ask them to repeat the line an hour later, to test whether it sticks.
4. Check it reads well aloud and in each language you use.
5. Choose the line that people understood fastest, not the one the team likes most.

Related guides

• Branding and logo design
• Brand Guidelines: What to Include
• Brand Refresh vs Rebrand: Which Do You Need?
• Tagline vs slogan and how to write one
• How to write a digital marketing plan for a small business
• Retargeting explained for small business

Questions and answers

How long should a tagline be?

Short enough to read in a glance, usually a handful of words. Clarity matters more than length.

Should a tagline include keywords?

It can if the words come naturally, since descriptive lines help people and search engines understand the business. Do not stuff words in at the cost of readability.

Can I change my tagline later?

Yes, but changing it often weakens recognition. Keep it for years, and change it when the business or audience changes.

Do I need to register a tagline?

Registration is a legal question that depends on the country and how the line is used. Check whether the phrase is in use and ask a qualified professional about protection.