Top 3 Qualities of a Good Brand Tag Line

The results are in on many of the new brand tag lines - a large number of which were introduced during SuperBowl 44. As expected, there were plenty of good and bad. Brand tag lines are those phrases that summarize your brand (and what makes it distinct) so perfectly that everyone inside and outside your organization can't forget it.

Since brand tag lines carry such serious business weight, it's important to know the three major characteristics of a good one.

So here goes. To be effective, a brand tag line must:

1. Mean something important to your company and your audience. It needs to set you apart from your competitors. In fact, it has to communicate the single most important thing that makes you different.
2. Be memorable. This is achieved by creating an emotional connection with your audience and is sometimes aided by unusual word usage or music. However it is conveyed, it should evoke nearly universal recall and linkage to your brand.
3. Be brief. Some experts believe that an effective brand tag line should be no longer than five words. Whether or not that's the magic number, it should be as concise as possible - without sacrificing meaning or memorability.

If you're thinking about creating a new brand tag line for your business or organization, don't accept a phrase just because it's "catchy". Be serious about identifying your brand distinction, and make sure that it fits the criteria outlined above.

A great brand tag line truly can drive your organization forward (think Nike's "Just do it"). A poor one is a lost opportunity.