Whether you’re a business or nonprofit, you want your “brand” to tower above the rest. One element of branding is your slogan, or tagline. A tagline is precisely that: a brief line of text that tags along after your company name.

Effective taglines are pithy, captivating and memorable. They describe the essence of who you are, what you do and why you do it. They’re also short.

How short?

Not everyone can “Just Do It!” in three words. If you exceed nine words, you’re on the way to creating not a slogan, but an entry for the next Bulwer-Lytton fiction contest.

To help clients position themselves as the brand of choice, I developed an acronym:

Feel free to borrow it, or call me for a complimentary consultation when you’re ready to create something exciting and BRAND new.

Your Tagline Should Be:

  • Bold … This is no place to be timid. Your organization is great. Tell the world why!
  • Relevant … Make your description appropriate and highly specific.
  • Attention-getting … An engaging tagline is memorable, like that candy that melts in your mouth.
  • New … Be an innovator, not an imitator.
  • Dynamic … Your compelling statement should reach out and grab your target audience.

Here are a few taglines I crafted using my BRAND method. (Disclosure: In one case, I broke my nine-word rule.)

  • Hospice of the North Coast … We have a passion for compassionate care.
  • Seacrest Village Retirement Communities … For the best of your life.
  • ArtSplash Chalk Art Festival … A community celebration for arts education.
  • Indian Health Council, Inc. … A facility as unique and valuable as the clients it serves.
  • San Dieguito Water District Conservation Program … The water we save today can save tomorrow.