What Is a Strapline? (And How to Write One That Sticks)
Your website is missing something. And that something might just be the difference between a visitor who bounces and one who becomes a customer for life.
I'm talking about your strapline. And before you roll your eyes and mutter "another piece of marketing jargon" – stick with me. Because understanding what is a strapline could transform how people see your brand. Literally.
What is a strapline? The complete definition
What is a strapline? Simply put, a strapline is a short, memorable phrase that appears alongside your brand name – usually beneath your logo. The strapline definition goes deeper than just being a catchy phrase: it's a strategic piece of brand messaging that sums up the essence of your brand or company in just a few words.
But here's where the strapline meaning becomes interesting. A strapline does more than describe what your product does; it should encapsulate what your company stands for, its values and its personality. It's your brand's elevator pitch, condensed into something punchy enough to fit on a business card.
What does strapline mean in practical terms? It's your brand's handshake with the world – often the first impression people have of what you're about.
Now, depending on where you are in the world, you might call this different things.
Americans – and designers – often call them "taglines".
In the UK, we say "strapline".
In Belgium they're called baselines.
In France they're signatures.
In Germany they're claims.
But whatever you call it, the job's the same: make your brand stick.
What is a strapline in simple terms? A strapline is a short, memorable phrase (typically 3-8 words) that appears with your brand name to communicate your key benefit or brand personality.
Strapline vs tagline vs slogan: What's the difference?
Let's get this sorted once and for all, because the difference between a strapline and a tagline often confuses people.
Strapline vs tagline
The truth is, there's virtually no difference between a strapline and a tagline in terms of function. A tagline is another word for strapline, more commonly used in the USA. It's really just a regional difference – like saying "lift" versus "elevator".
Both are your brand's permanent companion. A company's strapline is a long-term property and will be legally registered as a company asset. It's the phrase that appears consistently across everything you do.
Strapline vs slogan
The difference between a strapline and a slogan is more significant. Strapline vs slogan breaks down like this:
A strapline is your brand's permanent companion – like your brand's signature tune that never changes.
A slogan is more like your brand's current favourite song – it changes with campaigns and promotions. Slogans are usually attached to marketing campaigns and are not set in stone. They will change to adapt to evolving brand strategies or market dynamics over time.
A headline is what sits at the top of your advert grabbing attention.
Think of it this way: your headline grabs attention, your strapline builds the relationship, and your slogan delivers the current message.
What is a brand strapline and why your brand needs one
What is a brand strapline exactly? It's more than just words – it's a strategic business tool. And every business can benefit from a well-crafted strapline. Here's why:
It creates instant brand recognition
According to a Lucidpress study, consistent brand presentation across all platforms can increase revenue by up to 23%. Your strapline provides the ultimate opportunity to give context to your logo, support your name, and communicate crucial ideas within seconds. In a world where attention spans are shorter than a TikTok video, you need every advantage you can get.
It differentiates you from competitors
Since 46% of consumers struggle to differentiate between most brands, investing in innovative branding strategies is essential.
Straplines are a great way to differentiate your brand from competitors, express your brand promise and 'sell' your brand to the customer. When someone's comparing you to three other similar businesses, your strapline might just be the thing that tips the scales.
It builds emotional connections
Emotional engagement is five times more effective in brand promotion than rational engagement.
The best straplines don't just describe what you do – they make people feel something. Today's customers differentiate brands by evaluating the experiences they have with them, and the way that they feel when they buy a product, or engage over social media.
It guides your brand messaging
Think of your strapline as your North Star. Every piece of content, every social media post, every email should align with what your strapline promises. 32% of brands stated that consistent messaging increased brand revenue by 20%.
What makes a good strapline
So what makes a good strapline? Let me break down the key elements:
Shorter is usually better
In theory, a strapline should be around five words in length, and should convey the absolute essence of your brand. Though some sources suggest 8 words ideal length, the golden rule is: if you can't remember it after hearing it once, it's probably too long.
It should be memorable
It should be simple, catchy and unforgettable. Used well and consistently, it can become synonymous with a brand, to the point where the name of the brand isn't even needed.
Just try hearing "I'm Lovin' It" without thinking of McDonald's. Or "Just Do It" without picturing that swoosh.
It needs to be meaningful
If your company straplines don't mean anything, then there's no reason for you to have one. Your strapline should tell people something valuable about choosing you over your competitors.
Types of straplines (and when to use each)
Not all straplines are created equal.
Descriptive straplines
This type of strapline is to the point, practical and matter-of-fact. In a few short words, it is able to get across exactly who you are and what it is you do as a business.
Examples of straplines:
FedEx: "When it Absolutely, Positively has to be there overnight"
Target: "Expect more. Pay less"
When to use: Perfect for newer businesses or complex services that people might not immediately understand.
Aspirational straplines
An aspirational strapline does not describe the service, but instead highlights a company's values or ethos. Often used by larger companies, aspirational straplines offer a sense of lifestyle and excitement to their customers.
Famous straplines in this category:
Apple: "Think Different"
L'Oréal: "Because You're Worth It"
Nike: "Just Do It"
When to use: When your brand is established enough that people know what you do, and you want to inspire rather than inform.
Combination straplines
In-between descriptive and aspirational straplines, is a combination of the two. This type of strapline still informs the customer what your company offers, but also adds a flavourful and insightful twist into your company.
Examples of great straplines:
Mr Kipling: "Exceedingly Good Cakes"
Nokia: "Connecting People"
Subway: "Eat Fresh"
When to use: When you want the best of both worlds – clarity and inspiration.
Egocentric straplines
These straplines tell the customers what to do, prompting them to take action. It is a way of telling your customers what makes you special and what you have to offer.
Examples:
Gillette: "The Best A Man Can Get"
BMW: "The Ultimate Driving Machine"
When to use: When you genuinely are the best in your category and can back up the claim.
How to write a strapline: Step-by-step process
Here's my step-by-step process for how to write a strapline that doesn't suck:
Step 1: Know what you want to say
All great lines begin with a clear idea of what you want to convey. Before you write a single word, get crystal clear on:
What makes you different
What benefit you provide
What you want people to feel when they think of your brand
Step 2: Understand your audience
Knowing your audience is crucial. Audiences help guide use of language and tone. Your strapline for retirement planning will sound very different from one for energy drinks.
Step 3: Brainstorm without limits
Start with a brain dump. When you start composing your strapline, you've got permission to cram absolutely everything in. Don't worry about length for now. Just write down all the words and phrases that describe who you are and/or what you do.
Step 4: Ruthlessly edit
Then, compose a paragraph from those lovely words and phrases. Make it shorter. Then, compose a single sentence. Make it shorter.
This is where the magic happens. Every word needs to earn its place.
Step 5: Test for memorability
If you can't remember your own strapline after hearing it once, neither will your customers. Write a little. Say a lot.
Step 6: Check it works everywhere
Your strapline needs to work on everything from business cards to billboards. Consider usage. Think about how and where you are going to use your strapline.
What should a strapline include?
What should a strapline include to be effective? Here's your comprehensive checklist based on industry research and best practices:
✓ Brand essence - A strapline (or tagline) is a short phrase that captures a company's brand essence, personality, and positioning, and distinguishes the company from its competitors
✓ Emotional connection - Straplines help attract target clients, and confirm that your business is a great choice for them
✓ Memorability - Can people remember it after hearing it once?
✓ Differentiation - Does it set you apart from competitors?
✓ Authenticity - Does it genuinely represent what you stand for?
✓ Flexibility - Can it work across all your marketing materials?
✓ Future-proofing - Will it still make sense in five years?
When not to bother with a strapline
Let's be honest here. A strapline is not strictly necessary. Many businesses market and sell successfully without a strapline.
You might want to skip the strapline if:
Your company name already perfectly explains what you do
You're operating in a very niche B2B market where relationships matter more than messaging
You're still figuring out what your brand stands for
But even then, I'd argue that the process of trying to create a strapline forces you to clarify your thinking about your brand identity.
Making your strapline work harder: Implementation strategies
Once you've got your strapline, don't just slap it under your logo and forget about it. Make it work:
Use it consistently for effective branding
Once you've got your tagline, use it everywhere. Put it on your website, your email signatures, your business cards — anywhere people interact with your brand. The more they see it, the more they'll associate it with your business.
Let it guide your copywriting
Every piece of content you create should somehow relate back to your strapline. It's your brand promise – make sure you're delivering on it through your marketing copy.
Protect it legally
It should be legally protected as your intellectual property. If you've created something brilliant, don't let competitors nick it.
Test and refine your brand voice
Most successful companies change their brand taglines as they and their markets evolve. But don't change for the sake of it – only when your business genuinely evolves.
The bottom line
Creating a brilliant strapline isn't easy. But when you get it right, it becomes one of your most valuable marketing assets.
When used well and consistently, slogans can be a company's secret weapon on the road to building a memorable and dynamic brand. When that all-important intention to purchase moment comes around for your customer, a brand's strapline can make the difference between them choosing to buy your product/service, or choosing to take their business to one of your competitors instead.
Ready to craft a strapline that transforms how people see your brand? I specialise in creating distinctive verbal identities that give brands more clarity, consistency, and soul.
Get in touch – let's give your brand the voice it deserves.
Frequently Asked Questions About Straplines
What's the difference between a strapline and a motto?
A motto is typically more philosophical and internal-facing, while a strapline is specifically designed for external marketing and brand positioning.
How much does it cost to create a professional strapline?
Professional strapline creation can range from £500-£5,000 depending on the agency and research involved.
Can I trademark my strapline?
Yes, straplines can be trademarked if they're distinctive enough and used in commerce.
How often should I change my strapline?
Most successful straplines remain unchanged for 5-10+ years. Only change when your business fundamentally evolves.
