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Marketing / Business branding

Does your logo need a business tagline?

Logos are an important part of your business branding, but if yours isn’t accompanied by a business tagline you could be missing out on leads and sales.

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What’s a business tagline?

A business tagline is the succinct sentence or phrase that encapsulates the essence of your business. It will usually appear as part of your logo.

Missing a tagline? You could be missing out

One of the purposes of your business tagline is to help ingrain your brand into the minds of people in your target market, which in turn helps generate leads and sales. So without a tagline you could be missing out on important opportunities.

What follows is just one situation where a group of businesses missed out on some great promotion simply because they didn’t have a tagline.

A few months ago I received a printed newsletter from a charitable organisation. On the last page was a selection of logos representing the businesses that sponsored the charity. I was really interested in these businesses and wondered whether I could use their products and services in the future.

"One of the purposes of your tagline is to help ingrain your brand into the minds of people in your target market, which in turn helps generate leads and sales."

However, while the logos were great, some of the business names didn’t make it clear what the actual business offered, and given that none of them had a tagline, I had no immediate idea whether I could do business with them or not.

Want more articles like this? Check out the business branding section.

A dissection of the missed opportunity

Let’s say that Flying Solo was one of the sponsors, and that they didn’t use their ‘Micro business community’ tagline. Just by looking at the words ‘Flying Solo’, would people know what Flying Solo is all about?

To answer this question I actually did a quick survey of non-Flying Solo folk. From its name, they thought that Flying Solo might be:

  • A website for single parents
  • A fan site for Chris Brown – an artist who penned a song called Flying Solo
  • A how-to guide to getting your pilot’s license
  • A website dedicated to the plight of the albatross

Hmm, all this confusion simply because there was no tagline.

However, when I recited the Flying Solo tagline to the same people, they all said, ‘Oh, they help people in micro business! I get it now!’

What they actually got was clarity

Your business tagline can help you be clear about what you do, which in turn can generate more interest, leads and sales. So if your logo is missing a tagline, you might just be missing out on some profitable opportunities.

Or are you? Share your thoughts about business taglines here. Oh, and if you can shed any light on the albatross connection we’d be interested in that too.

Lucinda Lions

Lucinda Lions is the owner and chief copywriter at Lion Writing. She writes persuasive, compelling and engaging website copy that converts visitors into customers. All copy comes with a 100% Lion-Clad guarantee. She is also the owner and chief tagline writer at Slogan Creator. You can also find Lucinda on Facebook.

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