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What makes a good strapline?

A “strapline” is both the secondary sentence attached to a brand name and the term used instead of the word “slogan” meaning a short memorable phrase used in advertising campaigns. 

In the US these are referred to as taglines - a word that’s increasingly used here too.

Whatever you’d like to call them they all have to do the same thing:

They need to catch the eye of your reader and hook them in.

And despite the fact that these are typically less than 8 words long they have to deliver against a whole bunch of other stuff too…

  •  First, as I have just inferred, a good strapline needs to be short, crisp and concise 
  •  It needs to demonstrate some benefit to the reader and perhaps make them feel good
  • It should be memorable – this is often achieved by being witty through a play on words or the use of rhythm and repetition.  For example:

Have a break, have a Kit Kat (how this came about)
No FT, no comment
Don’t live a little, live a lotto
Don’t just book it. Thomas Cook it
Beanz Meanz Heinz (how this came about)
And the old… Drinka Pinta Milka Day

  • They should also differentiate your brand – something which obviously escaped the 30 companies listed that use“simply the best”.  Probably one to avoid for your business!

Are good strapline writers hard to find?  Yes because this is the hardest skill a copywriter has to master. Personally I love the challenge but anticipate the headache!  Which recent headlines have caught your eye?

Need help with your strapline?  Here I am! 


  1. My personal tagline is "Mr Refreshments" - it's in the title.

    Company is Care Vending - "We Care about Your Vending"...

    Personal favourite strap line? Has to be the KitKat only have to say "Have a Break", and people will know what you mean!

    Great post Jane, love your work!

  2. Thank you for the compliment - much appreciated

    Yes, having a slogan like KitKat must be marketing nirvana - EVERYONE knows it!


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