Brands and their tagline

Brands and their tagline

Last week I wrote about the importance of a logo in building a brand. This week I would like to discuss taglines, their purpose and what makes some more effective than others.

The Kay Jewelers tagline is an example of a great advertising jingle that works. Their tagline:  “Every kiss begins with Kay.” In addition to its memorable tune, the imagery that this tagline conveys is consistent with what every jewelry purchase is meant to achieve. This tagline is engaging and communicates something emotional that everyone can identify with.

To create this type of memorable tagline that will hook someone into becoming a customer, always focus on and understand your ideal customer. Keep in mind that not everyone will want or need your product or service so make sure to identify who does.

What are they concerned about? What will make them happy? How can you help them solve a problem? How will solving their problem make them feel?

The really great taglines communicate a company personality while subconsciously describing product benefits. The most memorable and effective slogans connect on some deep emotional level which should build brand loyalty especially in today’s price sensitive atmosphere.

To craft a catchy and effective tagline that connects emotionally, we use the KISS principle. (Keep it simple, stupid) The wording should be short, clear and easy to say and remember so an audience can instantly connect and relate to its message or hook.

Crafting a beautiful tagline that is unique and distinctive ultimately should help people know more about a business. An inspirational tagline is one more element in building a strong and successful brand that will hopefully prompt people to open their wallet.

Do you have any favorite taglines, good or bad, that you’d like to share? Why do you think they are a success or failure?

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By | 2016-10-13T10:15:16+00:00 May 4th, 2012|Categories: Advertising & Design|2 Comments

About the Author:

Charisse Louis is President/Creative Director + Digital Design Manager at Charene Creative, a full-service, integrated branding + digital agency located in Aurora Ohio serving Cleveland, Akron and surrounding areas. Regardless of size, scope or medium, Charene Creative can deliver everything from web design, social media, print and digital publications as well as brochures, product catalogs and adding vehicle graphics to your company fleet. Their integrated approach combines creative thinking with marketing strategy and technology to increase customer awareness, traffic and sales.


  1. Bruce Corson May 11, 2012 at 5:06 pm

    My favorite (rejected) tagline for my technology business: “We take the ‘sh’ out of IT.”

  2. Charisse May 12, 2012 at 7:22 am

    I like it Bruce! My only concern is that it might be insulting to some people. You know how uptight some can be these days. Thanks for reading:)

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