A tagline that lasts says one true thing about your brand in a few memorable words, can be used for years without embarrassment, and is safe to own. Writing it is the easy part. Testing it, checking it against existing trade marks and confirming every claim in it is true is where most of the value, and the risk, sits.
Tagline or campaign line?
A tagline is a long-term brand line that sits beside the logo. A campaign line belongs to one campaign and may change when it ends. Decide which you are writing before you start, because the standard is different. A tagline must survive new products, new channels and new staff. A campaign line only needs to carry one creative idea well.
Criteria for a strong line
Score each candidate 1 to 5 against these:
| Criterion | Question |
|---|---|
| True | Can the business deliver this every day? |
| Distinct | Could a competitor say the same line? |
| Clear | Is it understood on first read without explanation? |
| Short | Does it fit beside a logo and on a small screen? |
| Memorable | Does it have rhythm, contrast or an image? |
| Flexible | Does it survive new products and markets? |
| Sayable | Does it work aloud and in audio and video ads? |
| Available | Can the business own it (see below)? |
Lines that fail the first criterion are the most damaging. A line that over-promises can create a misleading impression. The ACCC says a statement can break the law if it creates a false impression even when it is not literally false, and that claims must be backed by reasonable grounds and evidence (ACCC). “The cheapest in town” or “guaranteed results” are claims, not slogans. This is general information, not legal advice.
A development process
- Write the brand truth. One sentence on what you do, for whom, and why it is different.
- Draft widely. Write thirty or more lines without editing. Include plain, playful and bold options.
- Cut hard. Remove generic praise and anything a competitor could use.
- Shortlist three to five using the criteria table.
- Test in context. Place each on a mock website header, a van, a social post and a spoken ad.
- Check availability (next section).
- Decide, record and protect. Document the rationale and add it to your brand guidelines.
Testing without pretending it is science
Simple tests are enough for most businesses:
- Show shortlisted lines to people in your target audience and ask what the business sells. Wrong answers are useful.
- Ask what they would expect from the brand after reading it.
- Note any unintended meanings, rude readings or confusion with other brands.
- If you work in more than one language, ask native speakers about the meaning before you adopt it.
Small samples are opinions, not statistics. Do not report test results as proof.
Trade mark and legal checks
IP Australia explains that a trade mark helps distinguish your offering from competitors, that registration is optional but generally gives stronger protection, and that some words and phrases cannot be trade marked, with common terms such as “warm” for heaters given as examples because they should remain available for everyone to use (IP Australia). The page does not discuss slogans specifically, so treat the same principle as a guide: a line that merely describes your product or praises it in generic terms is harder to protect than a distinctive one.
Before committing:
- Search the Australian trade mark register for identical or similar marks in your field.
- Search the web and social platforms for the phrase in use.
- Check the domain name and handles.
- Ask a trade marks attorney whether to register the line and in which classes.
- Check overseas if you will sell in other markets. See launching across English and Chinese-speaking markets for why language checks matter.
Making it last
A tagline lasts when it is used consistently, which is a brand system job: fixed placement, fixed spelling, and an owner who approves changes. Review it every few years against what the business has become, and change it only for a reason.
Common mistakes
- Choosing a line because it sounds clever rather than true.
- Describing the product instead of the brand.
- Copying the structure of a famous line.
- Skipping the availability search.
- Putting a claim in the line that needs a disclaimer.
Where Radiance Impact fits
Radiance Impact’s Growth & Marketing division works on strategy and campaigns, and its Studio produces brand films and campaign creative where a line has to work on screen and in sound. To discuss brand messaging, see /growth or contact the team through /contact. Legal advice on trade marks should come from a qualified attorney.
Sources
- Understanding trade marks, IP Australia
- False or misleading claims, ACCC
