How to Create a Tagline

The tagline at By Stephanie Design is Better by Design. It honors my brand name, encapsulates my profession, and is inclusive of a benefit or desired end result: how your business will improve by enlisting design help.

It’s simple and memorable and gets to the heart of what I do. 

I like to think that the sooner you can clarify all the great work you do the easier it will be to reach the people you strive to and make an impact on their lives. So it’s a necessary aspect of any brand identity project as it supports your whole brand experience. 

So today I want to provide a framework for developing your own tagline and provide some examples of business taglines that resonate long past your first interaction with a company. 

No matter where you’re at in your business journey I’m sure you share the vision to help customers and taglines aide in telling your story and therefore allow you to stay strong in the marketplace. 

how to create a tagline - by stephanie design

What is a tagline?

According to Adobe, a tagline in the context of branding is a memorable motto or phrase that’s designed to serve as a permanent expression of your company’s greater purpose or mission. 

While that does a great job expressing what a tagline does to support your business, people sometimes get taglines mixed up with slogan. I thought I’d use my business as an example to clarify the differences between the two: 


Better by Design

Think short, snappy, and sweet. This is your audition before the performance! 


Your slogan is when you can really sell yourself! My slogan is a couple sentences and addresses the product line I use to design websites which helps build clarity around my services. 

At By Stephanie Design my mission is to help entrepreneurs make a stunning and enduring online impression. Through
Showit lets propel your business forward and equip you with the tools necessary to make us better by design. 

And this is where you typically deliver on your promise. My own slogan is carried out in my content marketing. I try to put myself in my clients shoes and provide content that may be relevant to them at any stage of business. Whether it solves a problem, gives them a fresh perspective, or helps them do something alittle more efficiently, that’s how I deliver on my slogan and brand promise. 

Tagline inspiration from businesses of all sizes

Still not sure the difference between a tagline and slogan? Again, these are very short, catchy phrases that when you see then, you instantly think “Yep! I know that business!” They’re more lighthearted and to the point as you can see below:

De Beers: A diamond is forever

Nike: “Just Do it”

Wheaties: “The Breakfast of Champions”

Apple: “Think Different”

Dunkin Donuts: “American Runs on Dunkin”

Maybelline: “Maybe She’s Born With It. Maybe It’s Maybelline.”

Skittles: “Taste the Rainbow”

Capital One: “What’s in Your Wallet”

Levi’s: “Quality Never Goes Out of Style”

Subway: “Eat Fresh”

AirBnb: “Belong Anywhere”

Coffee House Press: “Where Good Books are Brewing”

Travelocity: “Wonder Wisely”

Goldfish: “The Snack that Smiles Back”

Empire State Development Services: “I ❤️NY”

The New York Times: “All the News That’s Fit to Print”

CoverGirl: “Easy, breezy, beautiful…”

BMW: “The Ultimate Driving Machine”

Hallmark: “When you care enough to send the very best”

How to Write a Great Tagline

While there’s no instant magical way for developing your tagline, and it may take a few brainstorming sessions, I’ve outlined a practical way to hone in on your own below:

Determine what makes your business unique

Whether it be a tool, framework, or process for running your business that you’ve mastered, or how you fit into your particular industry, or even your business culture, it’s important to extract what makes running the show different at your business so you attract your ideal clients wisely. 

This is the secret formula for standing out and making your tagline memorable, so think this one over a bit! 

Brainstorm words to describe your business 

What comes to mind when you think of your product and service and the transformation you’re hoping to aide in your customers lives? Figure out words to describe how you make customers feel or the benefits of using your products and services. Need help coming up with adjectives? Check out this post! 

Get Feedback!

Get some feedback from trusted colleagues and those in your industry! Are there reputable Facebook or Reddit Groups for Entrepreneurship you like to hang out in? Ask past customers or conduct an email survey asking subscribers what they think. 


The first step in creating a brand that leaves its mark is identifying who you serve and how you can reach them through great design. When paired with effective copy, such as a tagline, you’ll well on your way to leaving that lasting impression in the hearts and mind of your customers.

Need help pulling this all together into a brand your customers will love? Start the journey towards your dream brand today! Move your business forward and start a project here.

At By Stephanie Design my mission is to help entrepreneurs make a stunning and enduring online impression. Through Showit lets propel your business forward and equip you with the tools necessary to make us better by design. 

February 12th, 2023


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owner & creative director of
by stephanie design 

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By Stephanie Hamilton