A writer of professional press releases, Claudio Milo, has kindly provided these tips:
- Find out the importance of your brand: A tagline must represent the brand by stating the number one most important thing about the brand—not two or three things. So, figure out what the one thing is the brand wants its customers to know.
- It’s about personality: Personality is really what prospects are looking for. It isn’t what the brand does, how it does it—rather, it’s about what the brand is about. Who is the brand?
- Get emotional: The best taglines are those that evoke emotion. Brands that represent what they stand for, rather than what they do, resonate better with prospects. Think of “Just Do It” by Nike—this tagline is brilliant because it tells people what Nike stands for and what Nike is about. It doesn’t have “shoes” in the tagline—but what it does have is an emotional connection that strikes the prospect, telling him that Nike is about doing it, even when it’s difficult. This works well for athletes or people wanting to start running or training.
- Be direct: Taglines need to be directed specifically to the brand. In other words, it should work only for the brand it represents and not, for example, for furniture or deodorant. It must relate to the brand.
- Follow your gut: Don’t follow the rules if you have a gut feeling—remember, rules are meant to be broken. A good writer will have a feeling about a certain phrase or tagline. Trust your gut. But for the purpose of this release, the above tips are essential to follow.
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