There are many types of taglines a company may use in order to summarize their brand’s message and position themselves in a certain way. Below are some examples:
- Descriptive: straightforward taglines that describe the brand’s promise in simple words
- Ex. Walmart – Save Money. Live Better
- Imperative: taglines that command customers to perform an action that fits with the brand’s personality
- Ex. Nike – Just Do It
- Interrogative: taglines that use questions to provoke customers to take action
- Ex. The California Milk Processor Board – Got Milk?
- Provocative: taglines that are thought-provoking and stir up emotions
- Ex. Adidas – Impossible is Nothing
- Specific: taglines that subtly reveal the brand’s product category
- Ex. Olay – Love the skin you’re in
- Superlative: taglines that position the brand above the others in the industry
- Ex. Budweiser – The King of Beers
- Visionary: taglines that communicate the brand’s vision
- Ex. Avis – We Try Harder
Taglines help a business promote their brand image and personality. Depending on how the brand wants to be portrayed, they can use any type of tagline that fits best.