What's Your Tagline? (And Why You Need One)

by Kim Niemi

Remember in the mid- 90s – when the Internet was really exploding – how everyone who was anyone suddenly had their URL in their print and TV ads? And how if they DIDN’T you thought they were clearly behind the times and not worth the shopping trip? (Young whippersnappers, ask your parents about this.)

For a little while it was forgivable, but rapidly the question “How do they not have a website?” became a precursor to clicking on the first business that offered the same product and DID have a website.  

Fast-forward 20 years and first, be alarmed that that’s how long it’s been, and second, recognize that the hashtagged slogan is becoming what the URL used to be. Do you have one? What are you waiting for – everyone to spend their money elsewhere? Because they will. Nothing ages more quickly than technology, and businesses that demonstrate a clear inability to embrace what’s current get left behind. 
Luckily, this trend is easy to jump on. If you’ve already established a strong brand, you probably have a tagline or two that you use regularly. If not, get brain-storming. 

All it takes is a short phrase – something concise and catchy – that speaks to your company’s philosophy or POV (one word can be enough if it’s unique). Throw a hashtag in front, and start sharing. If Twitter had been around in 1988, Nike would have been telling us to “just do it” with a hashtag and camel case. 

Here are some current examples to get you thinking:

• #FuelYourPleasure – from the new Oikos Greek yogurt Superbowl ad, previewed here. Note the special URL of “OikosBromance.com” and the broader directive of the tagline.
  
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• #SoLiaSophia – the jewelry company’s new calling card for unique-to-the-brand designs and features.
  
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• #MOFY – abbreviation for ABC’s hit show “Modern Family.”
  

In addition to using hashtagged slogans on Twitter, add them to your graphic campaigns, to your website, to your videos. Let this little blurb be what ties all of your social media platforms together, driving people to both your website and your Twitter account (which should be driving people to your website – perfect redundancy!).

Twitter is fast becoming the preferred choice for 18-29-year-old urbanites, so the platform and its now-familiar sorting icon should be key weapons in your social media marketing arsenal.

The goal is to get your fans interacting on your behalf. Make them part of the story, give them something they want to share, and they will. Short on ideas? Let us help you make online less scary. #SayBoo!