Would Your Tagline Stop Traffic?
There’s a reason why the best taglines stick with you. They do the heavy lifting in a few choice words—whether they’re making you laugh, think, nod, or hit “add to cart.” A tagline isn’t just a clever one-liner. It’s a distillation of your brand’s energy, value, and personality. It’s the thing that gets remembered, repeated, and passed around.
At HBI, we call it your bullhorn to the world. The line that shouts your brand’s essence with confidence and clarity.
Let’s dig in.
So, What is a Tagline?
A tagline is a short phrase that expresses your brand’s core idea or emotional hook. It’s strategic and sticky. Often it shows up right alongside your logo or headline. Think:
👟 Nike – Just do it.
😋 M&Ms – Melts in your mouth, not in your hands.
🏠 Airbnb – Belong anywhere.
It’s not a product description. It’s not a campaign headline. It’s your brand’s bite-sized manifesto. Done well, it works just as hard in your email signature as it does on a billboard.
Tagline vs. Slogan: What’s the Diff?
Here’s a simple breakdown:
🌟 Tagline = A long-term brand statement. Big-picture. Built to last.
🎆 Slogan = Campaign- or product-specific. Short-term. Meant to support a moment or message.
Think of the tagline as your North Star. The slogan’s the temporary fireworks.
What Makes a Tagline Great?
Not all taglines are created equal. The best ones hit on three things:
1.It’s rooted in your brand personality
It’s not just clever—it sounds like you. A playful brand should have a playful tagline. A legacy brand should sound like it’s been around the block.
2. It delivers a promise or payoff.
What’s in it for your audience? Whether you’re offering joy, ease, inspiration, or transformation—your tagline should tease the outcome.
3. It’s surprising and sticky.
Wordplay, rhythm, structure, and voice all help it lodge into people’s brains (and hearts). If it sounds like something your competitors could say too, try again.
Case study
Rainbow Slime Co.
When Rainbow Slime Co. came to HBI, they weren’t just selling slime. They were building a sensory playground for kids and adults. They wanted something playful and clever that made parents feel seen and invited kids to let loose.
Their brand voice?
Playful. Inclusive. Confident. A little chaotic (on purpose). Think fun aunt energy—with glitter.
So we gave them a few tagline options that were just as colorful as their experience:
“We turned the thing you loathe into the place you love.”
Hits the skeptical parent right in the feels (and the funny bone).
“Immersively weird. Wildly wonderful.”
A nod to the unexpected joy of letting go.
“Where imagination oozes.”
Short. Weird. Unforgettable. Just like slime.
All three taglines came from deep verbal strategy work. Because the truth is, great lines don’t happen by accident. They happen when a team does the work to get clear on your voice, audience, and purpose.
What Makes a Tagline Great?
Your tagline is part of a bigger picture: your verbal identity. That’s what we build.
At Hello Big Idea, we dig into what makes your brand tick—and then give you the words to say it well. That includes messaging pillars, audience-specific pitches, brand personality and voice, and yes, the line that will carry your brand into the world with clarity and confidence.
So whether you’re launching something new or reinventing something old, we’re here to help you get loud—on purpose.
Want a tagline worth shouting about?
