How does your corporate tagline measure up? As you know, that’s the few words that are usually placed under the company logo. Taglines are fascinating to me because they can either effectively express who the company is and what it does or fail miserably. There doesn’t seem to be much middle ground. Taglines can extend your brand further into key markets or they can confuse customers.
Here are some winning taglines from some familiar names:
R.R. Donnelley & Sons
The House That Quality Built
Progressive Communications
Design. Print. Mail.
HP
Invent
IBM
Solutions for a small planet
Kodak
Keep it Digital. Keep it Kodak. Keep it Forever.
So do those few words actually say what they should about their company? I think they do.
The best taglines are based upon the character of the company and the unique reason why they are in business. They’re also short so they’re easier to remember. And they are always relevant to their end-customer’s needs.
