How to Write a Tagline: The Complete Guide for Small Business

Last updated: June 2026 • 7 min read

A great tagline captures your brand's essence in 5-7 words. "Just Do It." "Think Different." "I'm Lovin' It." These aren't accidents — they're engineered. Here's how to write a tagline that sticks.

What Makes a Great Tagline?

Short — Under 7 words. Under 5 is even better.
Memorable — Sticks in the mind after one exposure
Benefit-focused — Communicates a value to the customer
Unique — Can't be swapped with a competitor's brand
Timeless — Doesn't reference trends that will date it

4 Tagline Formulas That Work

1. The Benefit Formula

State the primary benefit directly. "Save Time. Save Money." "Look Good, Feel Better." Simple, clear, effective for service businesses.

2. The Imperative Formula

Command the audience to take action. "Just Do It" (Nike). "Think Different" (Apple). "Eat Fresh" (Subway). Energetic and motivating.

3. The Question Formula

Pose a question your customer is already asking. "Got Milk?" "Where's the Beef?" Creates curiosity and engagement.

4. The Positioning Formula

Define what you are and who you're for. "The Ultimate Driving Machine" (BMW). Stakes your claim in the market.

Generate 10 Taglines in 60 Seconds

SmartBrandly's AI generates 10+ tagline variations for your business, each using different formulas. You pick the one that resonates. No copywriter needed, no waiting for agency revisions.

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Tagline Examples by Industry

SaaS/Tech: "Ship faster. Break less." | "Your workflow, automated." | "Data that drives decisions."

E-commerce: "Style that ships today." | "Quality you can feel." | "Delivered to your door."

Consulting: "Strategy that scales." | "Results, not reports." | "We solve what others won't."

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