Branding Tips: Catch Phrases and Tag Lines

by | Mar 30, 2011 | Marketing & Selling

catch phrase
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A brand’s catch phrase or tag line is often the thing that sticks in our minds about that brand. For example, I can’t say “That’s life” without wanting to attach “Sanyo” at the end. Other famous examples are:

  • 7-Up – The uncola
  • Alka-Seltzer – I can’t believe I ate the whole thing!
  • Wendy’s – Where’s the beef?
  • Allstate – Are you in good hands?
  • California Milk Processor Board – Got milk?
  • L’Oreal – Because I’m worth it
  • NBC – Must see TV

Your business and brand can have just as powerful an effect on your prospects when you develop a catchphrase or tag line that is not only memorable but communicates a benefit.

Take a look at those catchphrases again. What benefits do they imply?

  • Sanyo – live better when you use Sanyo products
  • Allstate – we’ve got your back, we’ll keep you protected
  • L’Oreal – you deserve the best, and we’ll give you the best

Developing your catchphrase or tag line can be organic … you find yourself saying the same phrase naturally and become known for it. Or it can be strategic … you craft one that specifically communicates your brand’s benefits in a memorable way.

My advice: Craft your catchphrase purposefully and it will serve you well.


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