Why Taglines Matter (Yes, Even for Small Businesses)
6 min read
I've worked with a lot of small business owners over the years who’ve told me some version of the same thing:
“We don’t really need a tagline, do we? That’s more of a corporate thing.”
Honestly? I used to think the same. But the more I got into brand strategy work, the more I realised a good tagline is like a compass. Not just for customers, but for your whole team. It’s a way to focus everyone’s attention on what matters.
Some of the most exciting shifts I’ve seen in brand strategy sessions have started with a single sentence: the tagline.
Take Dendroid, a clothing brand for tree surgeons with big ambitions and even bigger heart. When we landed on the words “We are Tree People”, everything clicked. It wasn’t just a clever line – it became the north star for their brand. Suddenly the messaging, the tone, the values – it all felt anchored.
That’s the magic of a great tagline. It doesn’t just sit on your website header or your business card, it helps you think like your brand. It gives your audience a sense of what you're about before they’ve even scrolled.
And no, taglines aren’t just for big-budget ad campaigns. In fact, I’d argue they’re even more powerful for smaller, independent brands, the ones that rely on connection, not just recognition.
This post is here to help you understand what makes a strong tagline, how to write one that actually fits your business, and when it might be time to retire the one you’ve been dragging around since 2014.
Wait, what’s the difference between a tagline and a slogan?
People tend to use “tagline” and “slogan” interchangeably. And honestly, in day-to-day chat, it doesn’t matter much. But if we’re going to make the most of either one, it’s worth knowing what role they actually play in your brand.
A tagline is part of your brand identity.
It’s the steady little phrase that travels with your logo, your website, your email footer. It’s there to distil your positioning into a few memorable words. It’s often used across the board and doesn't change much, if ever.
Think of it as your brand’s internal compass. Something that tells people what you're about in an instant. A 3 word elevator pitch.
Examples (for the sake of clarity, not worship):
Nike: Just Do It
Airbnb: Belong Anywhere
Both help position the brand without needing context. They aren’t tied to a campaign—they’re about identity.
A slogan, on the other hand, is often campaign-based.
It’s more temporary. Think of it like the headline for a new product launch or seasonal marketing push. It might have a stronger call-to-action, or speak to a specific audience or event.
So if your tagline is your brand’s north star, your slogan is the banner you wave when marching through town with a big idea.
For small businesses, the terms might still blend. You might only need one short line to pull double duty. That’s fine. But understanding the nuance can help you write something that lasts—or change it up when the time’s right.
And no, it doesn’t have to sit directly under your logo (though it can). It can show up in your Instagram bio, in your email sign-offs, in the way you introduce yourself at networking events.
Here’s the real secret: If you’re saying something consistently, you already have a tagline. You might just not have written it down yet.
What Makes a Good Tagline?
Here’s what I look for when testing a line for a client:
It says something meaningful. Empty slogans like “Committed to excellence” or “Your trusted partner” don’t say anything unique about you.
It’s short and memorable. Ideally 3 to 7 words. Long enough to say something, short enough to stick.
It points in the right direction. A good tagline helps staff and customers know what to expect.
It has personality. The best ones sound like a human, not a robot.
It matches the brand. Don’t force a funny line on a serious brand. Don’t go too poetic if your audience is practical.
Tagline Types (And How to Know What’s Right for You)
Here are a few styles I often explore with clients:
1. The Benefit Tagline
Focuses on what the customer gets from working with you.
Example: "Sleep better tonight." (mattress brand)
Great if: You’re solving a clear problem and want to highlight the result.
2. The Mission Tagline
Highlights your bigger purpose.
Example: "Changing the way we eat." (sustainable food brand)
Great if: You’re values-led and want to attract like-minded customers.
3. The Descriptor Tagline
Clearly explains what you do.
Example: "Handmade ceramics for everyday rituals."
Great if: You’re new or niche, and need to get your offer across quickly.
4. The Attitude Tagline
Injects personality and creates a vibe.
Example: "Not your grandma’s jam." (food brand with a twist)
Great if: You want to stand out and show your brand’s voice.
5. The Provocation
Asks a question or challenges the audience.
Example: "What’s stopping you?"
Great if: You want to spark curiosity or action.
My Process for Writing a Tagline
If you’re starting from scratch, here’s how I approach it:
Step 1: Get clear on your brand purpose.
Why do you exist? What change are you trying to make? If you haven’t done this work, that’s your first step.
Step 2: Brainstorm key phrases.
Pull out the words you find yourself repeating in client calls, Instagram captions, and pitches. There’s gold in there. A strategy workshop regularly uncovers common key words. I highlight
Step 3: Choose a direction.
Pick a style (benefit, mission, attitude, etc.) that best suits where your brand is right now. Or, if no single direction is obvious, I’ll often generate various options for each style.
Step 4: Write 10+ options.
Yes, really. Keep going beyond the first decent one.
Step 5: Test them out loud.
Say them in your brand voice. Put them on your website mockup. Ask your team (or a client) which ones feel right.
Step 6: Let it simmer.
Good taglines often come from unexpected angles, once you’ve sat with the problem for a bit. This is true of most of the design process.
Real Examples From Small Brands
These are the sorts of taglines I’ve helped clients craft recently:
For a pottery studio: "Clay. Community. Creativity."
For a local coffee van: "Coffee worth walking for."
For a branding designer (hi, it’s me): "Personality-led design that actually works."
None of them are trying to be clever for the sake of it. They’re just… honest, clear, and rooted in the brand.
Common Mistakes to Avoid
Trying to be too clever. Clarity beats wordplay every time.
Using meaningless words. ‘Solutions’, ‘premium’, ‘passionate’ – they don’t make you stand out.
Writing by committee. Get input, but don’t let five different opinions water it down.
Skipping the tone check. A bold line in a timid brand voice will feel off.
When Should You Change Your Tagline?
A tagline should last longer than your last marketing campaign, but it’s not carved in stone. If your brand evolves, your tagline might need to evolve with it.
Here are a few signs it’s time for a refresh:
1. You’ve outgrown it.
If you wrote your tagline back when you were still figuring things out (no shame—we all do), and now it just feels a bit… vague or off-brand, that’s a red flag. A good tagline should reflect your current values, not just your origin story.
2. It doesn’t mean anything to your audience.
If people hear it and go, “Cool… but what do you do?” it might be too abstract. Clever is great, but clarity is king.
3. It sounds like everyone else.
If your tagline could be used by five other businesses in your space, it’s not distinctive enough. You want something that feels unmistakably you.
4. Your business has shifted.
You might’ve expanded your offer, changed direction, or narrowed your niche. That’s a perfect time to check if your tagline still matches your mission.
5. You’re bored of it, but not in a good way.
Sometimes you get tired of your own messaging before your audience does. If your tagline no longer feels exciting or true, trust that instinct. It doesn’t have to be sensational—but it should feel aligned.
Final Thoughts
If you’re a small business or creative entrepreneur trying to grow, don’t skip the tagline. It’s not fluff. It’s a shortcut to your brand’s personality and purpose.
The best ones won’t just help your audience remember you. They’ll help you stay focused on what makes you different. And that’s what makes your brand stick.
Need a second opinion on a tagline you’ve written? Or want help refining the one you’ve already got? Book a free 30-minute brand audit call with me. I’ll review your existing brand and tagline, and help you sharpen it up.