{"id":3571,"date":"2018-11-21T09:43:09","date_gmt":"2018-11-21T15:43:09","guid":{"rendered":"https:\/\/www.atom.com\/blog\/?p=3571"},"modified":"2019-07-19T13:01:42","modified_gmt":"2019-07-19T18:01:42","slug":"tagline-tips","status":"publish","type":"post","link":"https:\/\/www.atom.com\/blog\/tagline-tips\/","title":{"rendered":"Don\u2019t Do it Like Nike Did It: Tagline Tips from the Experts"},"content":{"rendered":"
This article was first published on EXeideas<\/a> on 11\/21\/2018<\/h6>\n

We all know Nike\u2019s iconic tagline, Just Do It, though perhaps some of us can\u2019t hear it without thinking of <\/span>Shia LaBeouf\u2019s \u201cJust Do It\u201d video<\/span><\/a>. Many people love Nike\u2019s tagline. It\u2019s short, it\u2019s inspiring, and it\u2019s to the point. It tells the story of the brand, and it sets the stage for the customer\u2019s experience. However, it also is not the kind of tagline most businesses can pull off. <\/span><\/p>\n

Nike was a 24 year old company with initial success when they adopted \u201cJust Do It\u201d as a tagline. They had tons of money to hire one of the top ad agencies in the world, Wieden + Kennedy, and wanted a gritty, edgier taglines and brand than other athletic companies had in the \u201880s. They intentionally took a route that would surprise people and assumed a tagline that diverged from the traditional path and purpose of taglines. \u201cJust Do It\u201d was specifically designed to connect emotionally and transform Nike from a sportswear brand into a lifestyle brand with a much larger market. <\/span><\/p>\n

While Nike\u2019s success with \u201cJust Do It\u201d has been undeniable, most companies, especially new ones that have not been established, should stick to simple taglines. As naming and tagline experts, here\u2019s what we think an effective taglines should accomplish. <\/span><\/p>\n

What We Think The Best Taglines Should Be<\/span><\/h2>\n

90% of companies should have a simple tagline that quickly captures what is important and unique about their business. <\/span><\/p>\n

A helpful way to look at a tagline is as a three to five word sales pitch. Hone your ideas and be as brief as possible, and get across what sets you apart and why people should come to you. <\/span><\/p>\n

For example, we helped an online fitness apparel brand with their tagline through a tagline contest. They selected \u201cFind Your Fit\u201d as a tagline, which cleverly works on a few levels. It implies that their workout gear motivates people to get fit, but it also speaks to finding the proper \u201cfit\u201d of clothing. This tagline is brief and to the point while also capturing what the company is all about. <\/span><\/p>\n

Frame your tagline by thinking of it in this scenario: Imagine that you are handing someone your business card. When they read the tagline beneath your business name, they should begin to understand exactly what it is that you do (and hopefully what makes you different). <\/span><\/p>\n

An unhelpful tagline for your company would be vague. If you had a carpet cleaning business and your tagline was \u201cLet\u2019s go,\u201d people might be confused. As powerful as a statement like \u201cLet\u2019s go\u201d is, it provides no clarity as to what you business does, and the person receiving your business card may forget why they have it. On the other hand, \u201cMaking Old New Again,\u201d is a great tagline because it captures what the company does and the direct benefit the carpet cleaning service provides. <\/span><\/p>\n

Here are some strong taglines that have won in crowdsourced tagline projects: <\/span><\/p>\n