Savvy strapline copywriting that captures your brand, philosophy and tone of voice perfectly

Straplines are tricky buggers.

Just a few words, but they completely capture the essence of a brand. And give you a feeling about a company that never goes away.

It actually seems to enhance the brand.

A good strapline is the starting point for years and years of great advertising campaigns.

So how do you get one?

A company strapline is the brand - in five words or less.

Before I even start thinking straplines, I make sure that I absolutely, totally, 100% know your brand inside and out:

What kind of company are you?
What do you stand for?
How do you see yourselves?
What’s your tone of voice and attitude to business, your competitors, the world?
What are the benefits of using your company?
What do you offer to customers?
What feeling do you want to give people?

Then, I boil it all down to a single thought.

Fill up big pads with words, phrases, idioms, colloquialisms and slang around that thought.

Then jumble them all up in every possible combination and add some magic.

Your new strapline will be in line with your values and capture the essence of your company.

You know that feeling you get when you think about a company?

Your new strapline will conjure up that feeling.

So here’s a checklist.

A good strapline needs to be:

Relevant. Honest. Memorable. Short and creative.

Yours will be.

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