Small Business Marketing Blog(412) 228-0504



What Makes A Great Small Business Tagline?

small business tagline slogan

Does it feel like something’s missing when you look at your small business website or your business cards?

Do you find yourself answering questions from prospective customers who are either confused about what it is you do or totally unaware of your offerings?

If you answered yes to either or both questions, your small business could be a prime candidate for a new tagline.

Great small business taglines capture the essence of your business, creating the perfect one-two punch by working in tandem with the name of your small business to define who you are and what you’re all about.

What makes up the DNA of a great small business tagline?

Here are 4 must-have elements that will help you stay top-of-mind with your customers...

1. Articulate your value proposition

When it comes to great taglines that articulate a value proposition, you don’t have to look any further than Dollar Shave Club.

In just four words, they hit the nail squarely on the head by addressing two major pain points for their target audience—time and money. With “Shave Time. Shave Money.” they also used some clever wordplay that ties directly into their core service offering and their brand. Brilliant.

Dollar Shave Club small business tagline

2. Reflect your unique brand

If you don’t want your small business to look like everyone else, your tagline can’t sound like everyone else. Think of your tagline as another way to communicate the unique personality and voice of your small business.

Burgatory played off of their branding and the idea of sinfully delicious burgers and milkshakes with “Helluva Burger + Heavenly Shakes.” Totally unique while also straight and to the point. Helluva good tagline.

Burgatory small business tagline

3. Make it easy to remember

At the end of the day, if your tagline isn’t memorable it isn’t going work. You want it to be something that gets stuck in the heads of current and prospective customers and is immediately recognizable with your small business. Whether it’s funny, serious, or something totally literal, it’s got be easy to remember.

Soul Flower created a tagline "Cool Threads for Kind Heads" that captures the essence of their products (cool threads) and their target audience (kind heads). Although it’s only five words, they were also able to achieve a nice rhythm and flow—ideal for making their more memorable.

Soul flower small business tagline

4. Keep it concise

Now we get to the hard part. Your small business tagline needs to capture the essence of your small business—your offerings, your personality, your voice—and do all of that in seven words or less. Anything longer and things can get incredibly clunky.

TrueFit created a tagline using just two words “Enabling Innovation.” That’s about as concise as concise can get. 

TrueFit small business tagline

A great tagline captures the essence of your small business brand, reflects your unique personality and voice, and reinforces your product and service offerings.

In just five to seven words, the right tagline can help you stay top-of-mind with current and prospective customers.   

What makes a great small business tagline? Which are your favorites?

Share your thoughts in the comments below.


[Image: Flickr user SharonaGott]

Leave a comment