Tagline

A tagline is a short phrase that expresses the essence of a brand. It captures what the brand stands for or how it wants to be remembered, often appearing alongside the logo or in key brand moments.

Why it matters
A good tagline creates instant orientation. It helps people quickly understand what a brand is about and why it exists, especially when attention is limited.

What a tagline is not
A tagline is not a full explanation of a brand, and it’s not required to include every offering or benefit. When it tries to do too much, it loses clarity and impact.

Where this shows up

• Logos and brand marks
• Website headers and homepages
• Marketing materials and campaigns
• Packaging or storefront signage

Related terms

• Brand Voice (how the tagline sounds)
• Brand Positioning (what the tagline communicates at a glance)
• Slogan (often confused with, but distinct from, a tagline)