How a strapline can help your business

There are countless reasons why a strapline can be good for business. Here are four of the most important ones:

1. Reinforces your market position. A strong strapline clearly shows where your brand fits in the market. It can communicate your value – and what sets you apart from competitors. Sainsbury’s ‘Helping Everyone Eat Better’ is the perfect example.

2. Creates an emotional connection with your audience. A good strapline makes a connection. It can tap into the feelings, desires or goals of your audience and make them more likely to remember and engage with your brand. (In fact, the most effective straplines trigger an emotional response in the brain, where neuroscientists believe 95% of human decisions are made, creating a connection between the brand and the consumer.)

3. Makes your brand more memorable. Straplines stick. When your business has a simple, catchy line, it helps people recall your brand faster and easier when they need your product or service. Think about how easily ‘Just Do It’ comes to mind when you think of Nike.

4. Defines your brand’s values and purpose. A strapline can quickly sum up your brand’s beliefs or mission. It tells people what you represent. And if your ideal customer relates to that, they’re much more likely to engage with you. 64% of consumers say that shared values are the primary reason they have a relationship with a brand.

And it’s not just straplines either. These benefits extend to any sequence of words that are designed to set your business apart. It could be a proposition line, a mission statement, or even a new campaign line. The right words have the power to make a difference – as long as they’re used in the right way.

Airbnb's 'Belong Anywhere'

Airbnb’s rebrand might have happened a while ago, but it’s still a brilliant example of how a strapline can make a real difference. They went from ‘Feel Ordinary With Us’ to ‘Belong Anywhere,’ and with that, completely shifted how people saw the brand. Instead of just highlighting the idea of staying in someone else’s home, the new strapline emphasises the sense of community that comes with choosing Airbnb. And perhaps most importantly, it speaks to what travellers truly desire – a feeling of belonging, no matter where they are in the world.

Today, Airbnb has more than six million listings across almost 200 countries. Every night, around two million people choose to stay at an Airbnb. It’s no surprise that this growth has pushed the company’s value to over $80 billion.

Tips for creating a good strapline

Not every business will find the same success as Airbnb. Their success comes from various factors, and while their strapline plays a part, it’s just one piece of a larger strategy. However, having the right words can give your business a better chance of achieving its goals. Here are some key points to consider.

1. Speak about your ‘Why’

When creating a strapline, it’s important to focus on your ‘Why’ instead of your ‘What.’ Customers are often less interested in the specific products or services you offer and more concerned with the reasons behind what you do. This is why brands like Apple consistently outperform competitors – they communicate their purpose and beliefs effectively.

Your ’Why’ represents your brand’s core values, which helps you connect with your audience. People naturally gravitate toward those who share their beliefs, so if your strapline resonates with your ideal customers, selling your products or services becomes much easier.

2. Focus on your customer

When developing your strapline, always keep your customers in mind, especially their future.

Think about a networking event where you’ve met someone who only talks about themselves. Did that conversation engage you, or did it make you want to escape? If your strapline focuses solely on your expertise or background, your customers will likely feel the same way – disengaged and ready to move on.  Instead, consider how much more positive the interaction would be if that person asked you questions and genuinely listened. You’d probably feel valued and interested, eager to connect further. Your strapline should reflect this approach by emphasising your understanding of your customers – their hopes, dreams, anxieties, and aspirations.

A well-crafted strapline speaks to the future your customers can achieve by choosing your brand, making them feel seen and understood.

3. Choose simplicity

Simplicity is key. Straplines that are too complex might feel clever to begin with, but can be incredibly hard to pull off with just a few words. 

And a simple strapline not only sticks but also stands the test of time. In 10, 15, or even 20 years, you’ll be grateful for choosing something straightforward and effective that still resonates with your audience.

One of Coca-Cola’s early taglines was ‘Delicious and Refreshing,’ providing their customer with the clear product benefits up front. Incredibly simple, and yet look at where it’s taken them. Over time, the brand has gently evolved, having run various campaigns including ‘Open Happiness’ which was perfectly timed to resonate with its audience during times of significant economic downturn, and which also leads us on nicely to our next point… 

4. Make it about ‘action’

Research shows that people are 34% more likely to follow through on a request if it’s delivered with confidence. Social psychology backs this up, finding that assertive communication boosts compliance by projecting authority and certainty. This principle also applies to straplines. The most effective ones are confidently assertive and action-oriented. Take Apple’s ‘Think Different.’ It’s not promoting technology – it’s encouraging people to change how they think. And this invitation to see the world in a new way naturally draws customers to what Apple has to offer.

5. Don’t rush it

Capturing the essence of who you are and what you stand for in just two, three, or four words isn’t easy. It takes time, careful thought, and sometimes a bit of frustration, so it’s important to take your time.

In 2009, HSBC spent $10 million correcting a mistranslation of their new strapline, ‘Assume Nothing,’ which had been translated in several countries as ‘Do Nothing.’ It’s worth investing the time to make sure you get a tagline right, as the risks associated with getting it wrong are high.

If you’re too immersed in your business, gaining an outside perspective can be tough. That’s where seeking help from a creative partner can be invaluable. They can guide you through the process, highlight what to focus on, and explain why it matters. Plus, they can offer fresh ideas that you might not have considered, making it easier to find the perfect strapline.