Positioning & Messaging

Tagline

Also: SloganStrapline

A short, memorable phrase that captures the essence of your brand or positioning.

Why it matters

A tagline is the compressed expression of your positioning, the line that travels on the homepage, the deck, and the booth. A good one makes the promise instantly graspable and sticks in memory. It is the tip of the messaging iceberg, only as good as the positioning underneath it.

What good looks like

A strong tagline is short, clear, and specific to you. If it could sit under any competitor's logo, it is decoration. Clever but meaningless beats nothing, but clear and ownable beats clever.

Related terms

PositioningValue PropositionMessaging FrameworkBrand StrategyDifferentiation
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