Finding the perfect tagline is quite a task. You want something that encapsulates who you are, what you’re about, and why people should choose you. You want it to be punchy, impactful, descriptive, memorable, and likeable—and that’s a tall order. Many people look to memorable tagline examples like Nike’s “Just Do It” or Apple’s “Think Different” for inspiration. But what if you aren’t selling elite athletic sportswear or innovative technology? Can you come up with a strong line that captures these elements—even if you’re a mom-and-pop bakery? Absolutely.

We’ve worked with all sorts of brands, and we can confidently say that size doesn’t matter. From non-profits to startups, to Fortune 500 companies, great taglines come from brands of all sizes—and all industries. Whether you’re in finance, beauty, publishing, or pet food, you can eloquently articulate your brand promise through your tagline. 

But sometimes you have to see it to believe it. So, to inspire you on your journey to the perfect tagline, we’ve gathered some of our favorite tagline examples to show you what a good one looks like.

15 Excellent Tagline Examples Across Industries

There are plenty of famous taglines, but you won’t find any Apple, Nike, or Cover Girl here. Instead, we’ve rounded up great examples from a variety of brands—some you’ve heard of, some you haven’t. What do they all have in common? Each has created a simple, impactful tagline that perfectly reflects who they are. We hope you find them as inspiring as we do.

1) Coffee House Press

Tagline: Where Good Books Are Brewing

Coffee House Press is an independent book publisher and arts nonprofit out of Minneapolis, Minnesota, and as their tagline shows, they’re also a group of creative thinkers. Their smart tagline perfectly describes who they are, what they do, and adds the clever twist of wordplay with the punchy, punny “where good books are brewing,” helping them nail their messaging with equal doses of creativity and clarity.

2) Wounded Warrior Project

Tagline: The Greatest Casualty Is Being Forgotten

This nonprofit offers a variety of services to injured veterans, including health care, economic support, and more. Their powerful, emotional tagline encapsulates their mission and compels people to both participate in and support these veterans’ journeys. When dealing with sensitive or difficult subjects, it can be a challenge to find a tasteful tagline, but they pulled it off remarkably.

3) Course Hero

Tagline: Master Your Classes

Course Hero is an online learning portal that offers 20 million course-specific study materials to help students succeed. They don’t just want students to pass classes; they want to fulfill their vision of “a world where every student graduates, confident and prepared.” As such, their simple, succinct tagline uses the imperative “master” to emphasize that they don’t just help, they propel you to success. This creates a much stronger emotional hook than, say, “Free study guides you can use.”

4) Digit

Tagline: Save Money, Without Thinking About It

Sometimes it’s the simplest things that can be challenging to articulate. For Digit, the app that helps you auto-save, this tagline doesn’t just tell you what they do; it does so in a catchy way. They even deliver a double benefit—saving both money and energy. Simply reading it makes you feel like you’re already relieved of a burden, which makes you instantly eager to learn more.

5) Travelocity

Tagline: Wander Wisely

Travelocity has accomplished quite a feat with this tagline. While you want to keep things short, it can be incredibly difficult to pack emotion, creativity, and clarity into only two words. But this two-word tagline is perfect for a travel site that promises cheaper travel. It’s particular impactful because “wisely” implies an inherent choice: Be foolish and pay more, or be smart and choose Travelocity. The choice is simple.

6) Lush

Tagline: Fresh Handmade Cosmetics

This tagline might not seem like the most exciting, aspirational tagline for a cosmetics brand, especially when most are pitching the “beauty as confidence” angle. But it delivers their positioning and benefit in its simplest, purest form—just like their all-natural, cruelty-free products.

Lush is all about hyper transparency (every product even comes with a sticker cartoon of the person who handmade it for you), so their tagline paints the simplest picture. And with imagery-rich descriptors like “Fresh” and “handmade,” it immediately makes you want to indulge in their products.

7) Bazaarvoice

Tagline: Meet Shoppers In all the Moments That Matter

Bazaarvoice helps connects brands and consumers through content, building a more authentic relationship through content marketing. Ultimately, it isn’t about the content—it’s about that relationship, which is what this tagline captures. The lyrical alliteration of “meet,” “moments,” and “matter” is creative phrasing that is both pleasing to read and conjures a bit of sentimentality, helping cement that emotional connection.

8) DonorsChoose.org

Tagline: Support a Classroom. Build a Future.

Donors Choose is a crowdfunding platform that lets the public donate to teachers in need, one class project at a time. When you support them, you aren’t just buying scissors; you’re investing in kids’ futures. Therefore, this simple tagline does a great job of painting the bigger picture by reinforcing the effect a single donation has on a larger community. While it may not feature the most flowery language, it communicates the essence of their mission.

9) BUST magazine

Tagline: The Magazine for Women with Something to Get Off Their Chests

BUST is a magazine that covers hip female artists, musicians, activist, rebels, and tastemakers who shape culture. An edgy tagline can be tricky, especially if it can be misunderstood. But BUST’s clever tagline is just enchanting. The publication name is already a bit cheeky, but the line successfully explains what they’re about without being too flippant or cheesy.  

10) Canine Companions for Independence

Tagline: Help Is a Four-Legged Word

We’re not crying. You are. Well, probably. CCI is an amazing nonprofit that provides free assistance dogs to adults, children, and veterans with disabilities. Their tagline is an inspiring, heartwarming, and emotional masterpiece. While it’s true that no one nails emotional messaging like animal-related charities, this brilliant twist on “four-letter word” is next-level genius.

11) Casper

Tagline: The Best Bed for Better Sleep

For mattress company Casper, strong branding has been front and center since day one. Their design, content marketing, and well-designed products have created a brand experience that is key to their success. Their simple tagline distills their brand promise—to use science, tech, and innovation to provide you with the best night’s sleep—into a simple, catchy, alliteration-heavy phrase.

12) Thinx

Tagline: For People with Periods

Thinx created period-proof panties to help eliminate the use of potentially toxic tampons and pads. Brands that make menstruation products have traditionally focused on the feminine aspect, but Thinx is unique because their tagline focuses on menstruation, not gender. (They actually included a trans man in a 2016 campaign.) Their mission is clear: to make periods easier for anyone who has to deal with them.

13) Luna

Tagline: Energy to Break Through

Luna is an energy bar for active women, so this tagline perfectly encapsulates their mission. It isn’t nutrition bars they’re selling; it’s the fuel you get from those bars. “Break Through” can mean many things to many people, but that’s why it works. Whatever you’re trying to do—run a marathon, make it to carpool on time—Luna is there to help you do it.

14) Glossier

Tagline: Skin First. Makeup second. Smile Always.

Glossier is a beauty brand that is all about simple, effective beauty routines. They don’t overwhelm or intimidate. They believe in thoughtful design and intentional products for real people. This philosophy is perfectly encapsulated in their tagline. As they are all about basics, they know that true beauty starts with the skin, makeup is there to play with, and the final outcome is pure, simple confidence. The power of this line lies in its simplicity. We love that it almost reads like a 3-step beauty routine—a perfect presentation for the brand.

15) Blue Buffalo 

Tagline: Love them like family. Feed them like family. 

Blue Buffalo believes you should treat your four-legged friends the way they deserve—and that starts with their nutrition. Thus, the brand makes high-quality pet food with good, wholesome ingredients. Their tagline captures this sentiment effectively, delivering the ultimate promise: that their foods are the best choice to keep the ones you love healthy and happy.

How to Find (and Use) Your Tagline

Your tagline is a valuable tool to help you tell brand story, and it is a crucial element of your brand strategy. If you haven’t built out your brand strategy, start by downloading our free brand toolkit below.

With your brand toolkit, you can get everything you need to build—and communicate—your brand effectively. You can also follow these tips to refine your brand messaging and put it to work for you. 

• Step 1: Know your brand heart. Download our free Brand Heart workbook to identify who you are, what you do, and how to communicate that through your tagline.
• Step 2: Refine your tagline. Follow our step-by-step guide to write a great tagline as quickly and easily as possible. Remember, too that clarity of message, creativity of phrasing, and inclusion of a benefit are the keys to a great tagline. If you get stuck at any stage, follow these tips for better brainstorm or try these exercises to get unstuck. 
• Step 3: Build out your brand messaging. To tell a consistent, cohesive brand story, you need a fully fleshed out messaging hierarchy. Use our free template to articulate your tagline, value prop, and brand messaging pillars.
• Step 4: Bring your tagline to life through content. If you want to reinforce your brand story, you need to create content that communicates who you are, what you do, and what you’re about. To do this effectively, find out how to optimize your content creation process, tell your brand story through every piece of content, turn your company culture into creative marketing, share your values, and tell the right story at every stage of the buyer’s journey. 

Of course, you may find yourself stuck at any stage. Whether your team can’t come to a consensus or you need a little outside perspective, consider bringing in a creative agency if you need the extra support. In that case, check out our tips to find the right agency, or hit us up. We’d love to help you untangle any creative challenges.