{"id":5629,"date":"2021-10-11T08:50:00","date_gmt":"2021-10-11T12:50:00","guid":{"rendered":"http:\/blog\/story\/elements-of-a-successful-brand-2-the-tagline\/"},"modified":"2021-10-11T09:19:08","modified_gmt":"2021-10-11T13:19:08","slug":"elements-of-a-successful-brand-2-the-tagline","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/elements-of-a-successful-brand-2-the-tagline","title":{"rendered":"Elements of a Successful Brand 2: The Tagline"},"content":{"rendered":"

A brand is a complex organism. This is part two in a series of articles in which we examine a successful brand’s component parts.<\/em><\/p>\n

Companies put an awful lot of pressure on their taglines. Many businesses endow them with colossal significance. And advertisers expect them to seal every deal like a kiss. Yet many company taglines fall flat and fail to engage us. This is a pity, because a tagline can speak to an audience with authority and elegance. At their best, these pithy phrases introduce us to the brands<\/a> they represent and beckon us to linger a while and listen.<\/p>\n

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Download the Rebranding Guide – Second Edition<\/a><\/p>\n<\/div>\n

In this article, we’ll address three critical questions:<\/p>\n

1. What is a tagline supposed to do?<\/p>\n

2. What goes into a good one?<\/p>\n

3. How does a company tagline fit into an overall brand strategy<\/a>?<\/p>\n

What a Tagline Does<\/h2>\n

A good tagline should elicit a response from its audience. It should do one or more of the following:<\/p>\n