Straplines are not something you would use on your logo all of the time and not something you have to have, but we do recommend it, especially if your company name doesn’t make it 100% obvious what you do. Having a strapline offers you a chance to clearly and concisely clarify that you are the right service for your potential customer, helping attract the customers you serve. Particularly in today’s highly competitive environment, straplines are a great way to differentiate your brand from competitors and helps people remember your business more easily.
If you have quite a complex brand, it is impossible to say all that you do in a few words. In this case you could think about the values you have as a business or something creative that evokes a certain emotion or vision in your audience.
Here are some excellent straplines of well-known brands:
KFC “It’s Finger Lickin’ Good”
Skittles “Taste the Rainbow”
Rice Krispies “Snap! Crackle! Pop!”
De Beers “A Diamond is Forever”
HSBC “The World’s Local Bank”
Jaguar “Grace, Space, Pace”
Zurich “Because Change Happens”
A great strapline should ideally fulfill 3 main criteria. It should:
1. Represent your brand’s value and ethos (Eat Fresh – Subway)
2. Appeal to and engage your audience emotionally and/or practically (Because you’re worth it – Loreal Paris)
3. Be short, simple, snappy and highly memorable. Alliteration or rhyme really helps with this. ( Beanz Meanz Heinz – Heinz)
Your strapline could be descriptive (Independent Debt Advisors), aspirational (Think different – Apple), a call to action (Have a break, have a KitKat – KitKat), thought provoking (Be more dog – O2) or a combination of these.
A couple of other points to consider would be:
Don’t rush it. It’s tempting to think that, because a strapline is short, it is also quick to come up with, however, the less content required, the more time it often takes to get right, so it is vital that you allow enough time to properly describe the essence of your brand. Stay positive and if you need help with this, feel free to drop us a line and we can support you as well as working on your brand strategy and design.