Do taglines really work?

Clients ask me frequently if they need a tagline for their business or organization. There's no easy answer, but in many cases a tagline can help to create a strong brand, which translates to top-of-mind awareness for people who may need what you offer.

If you do employ a tagline in your marketing, by all means use it consistently. And make sure your tagline has wide appeal. There's nothing worse than a tagline that doesn't mean anything to anyone outside your business. So forget the acronyms and trade words and focus on an easy-to-understand and succinct phrase. Keep your tagline to 8 words or less—that's about all you have of your audience's attention.

Taglines are a powerful way to market. If you're still not convinced, let's put some taglines to the test. How many companies can you identify from their taglines?

• A diamond is forever.
• You can do it. We can help.
• Be all that you can be.
• It's everywhere you want to be
• Just do it.
• Have it your way

Chances are, you recognized most, if not all, of the taglines above. They are short, memorable, and the companies that employ them have consistently used them until they were embedded in our memories. While your company may not have the budget to advertise your tagline to the whole world, you can use your tagline consistently and over time, people will start to recall you when they hear it.