Coming Up With a Tagline That Rocks

How to come up with a tagline that rocks for your business.  #entrepreneur #womeninbiz #onlinemarketing #onlinebusiness

Coming up with a tagline for a product or offering can be a head scratcher. You want something that gets your point across and really sums up your products and services… while showing your personality.

You want your name or tagline to deliver so much meaning, while remaining short and to the point. No pressure, right?

4 Tips For How To Come Up With Your Tagline

Coming Up With a Tagline That Rocks

1. Do you need a tagline? How taglines are different from headlines.

A tagline is the short description that goes after your product, service, or business name. This is different than naming a blog or business.

You can use it to deliver a unique selling proposition (USP). I talk more about your USP in my Launch It and Profit course.

Use it to clarify your program or product name, and to explain why someone should pick your company or product.

An example comes from FedEx: “When it absolutely, positively has to be there overnight.”

Or, Hallmark’s: “When you care enough to send the very best.”

A tagline is the umbrella for your brand (or product), whereas a headline is specific to a sales message. Headlines can be used in advertising messages, subject lines, or sales pages.

2. Clarity above cleverness

This is one the biggest mistakes I see people make, and I’ve made it myself many times.

Instead of saying something in a straightforward fashion, you try to use a cute or clever metaphor or wordplay.

This might make you feel smart and clever but it tends to confuse your potential customers.

An example of a cute but not helpful tagline: “take flight into your best life”. It’s a cute metaphor but it doesn’t really mean a lot.

3. Use powerful words that pack a punch

Some words connect with your ideal prospects more than others. Generally speaking, when you can paint a picture in someone’s mind you know you’ve got a winner.

Let’s play with an example for a payment processing company.

Their tagline might be, “We help you receive money from your customers safely and quickly.”

Pretty straightforward, but we can use words that might grab people’s attention even more, and make it more specific too.

“We move money fast. It’ll be in your bank account tomorrow.”

Words like “money fast” and “tomorrow” give a higher sense of urgency, and specifying that money will be transferred to your account makes it more tangible.

4. Can you make it more specific and simplify it even more?

Many of us start out with taglines that talk about the big picture of what we’re all about.

These types of taglines call to us because they have alliteration or they look pretty on our websites but they don’t help you stand out.

“Big heart. Big impact.”

“Motivation, movement, and moxy.”

These are nice, but they can fall flat. The solution is to get more specific and keep it simple, while moving in the direction of your ideal clients.

We can play with “big heart, big impact” and come up with…“My business gives back to tree planting foundations, so our children will have clean air to breathe.”

You don’t need to mention the heart or the impact, it’s clear from what you’re doing. It’s a case of “show, don’t tell”.

For “motivation, movement, moxy” you might use…“Never talk yourself out of a workout again.”

Wow, even I want to know how that might work. And it’s way more specific for what people who are looking for movement practices are searching for.

Okay, your turn! Share your tips for coming up with a tagline.

Share your tagline ideas in the comment section below, and let’s brainstorm together! And no stealing, this is a safe place so respect each other’s tagline ideas.


85 Responses to Coming Up With a Tagline That Rocks

  1. i LOVE this post/video! I’m a lawyer for startups and small businesses, I focus on coaches, fitness pros and creative entrepreneurs.

    My tagline is “We Help Start-Ups and Small Businesses Become Scalable Profit Powerhouses” but I don’y think that really gets to the point, especially after seeing Nathalie’s new post on taglines!

    Would like to hear anyone ideas on how to improve my tagline. My website is http://www.gouchevlaw,com to see what I do!

    Keep up the great work, Nathalie!


  2. Love this!
    Sometimes tag line can be so confusing like you said, but coming up with a great tag line can really give your business an added edge.

    Great tips and advice in this episode.

  3. Love all your thoughts here, Nathalie.

    Sometimes it’s a struggle to know what to say, and how to say it, that feels like it fits you.

    I feel that this kind of communication is so important, and is a struggle for entrepreneurs.

    I recently took the Fascination Advantage Assessment and was amazed at the information there that helped me develop my Anthem – the tagline for my personality. That anthem touches on many of the tips you shared above.

    I found that information so valuable that I decided to become a Fascinate Certified Advisor to help other entrepreneurs find out how the world sees them, what their unique value is and how to use what makes them different in their businesses – including that tagline!

    My anthem: Providing inventive strategies for entrepreneurs.

      • Hi Nathalie, I’m trying to come up with a tagline for my biz and I’m feeling stuck. If you can give me your thoughts, I would really appreciate your feedback.

        I’m a lifestyle Transformational Coach, Certified in Holistic Nutrition and a Fitness Coach as well.

        My Niche is Hypothyroid Moms.

        I empower Hypothyroid Moms, go from uncontrollable weight gain to a healthy mind and body through holistic nutrition.

        I would love your thoughts and feedback.
        Thank You!

  4. Mine is ” Claim what’s yours”. Im a mindset coach. I’m realizing this is more cute than descriptive. I picked it because when we do a session to uplevel someone’s reality or circumstances, all the client needs to realize is they had it ( whether it be forgotten parts of themselves or abilities ) all along and just need to claim it. Clear as mud ? Ha

    • I like the thought behind “claim what’s yours” because you’re right that they had it all along. Is there a specific type of person that you work with and can you zero in on a specific thing they might be claiming? :)

  5. My website isn’t up yet, so just a brief overview:

    My site is a resource for women to find their path, particularly if a woman has been knocked of course and either wants to get back on her path or create a new one entirely. The name Desire Line is based on the term desire path, which is a trail worn down by foot traffic to create a different (often shorter) path. My fellow contributors and I focus on beauty, fitness, nutrition and career.

    With that being said, here’s my tagline idea: “Your resource for Creating Your Path”

    Other ideas:
    “Your Resource for Your Journey” (don’t think that’s specific enough)
    “Your Resource for Seizing Your Destiny”

    I’m brand new to entrepreneurship, so any assistance is appreciated. Thank you!

    • Hey Nicole! Way to go on getting this venture together, it’s exciting times! I’d say that with your title being The Desire Line, you might want to explain how you give people a shorter path to what they want (beauty, fitness, nutrition, career). :)

  6. I run a travel agency that gives back to nonprofits. Our tagline is “Making the World a Better Place, One Vacation at a Time.” I have thought of simplifying it to “Making the World Better, One Vacation at a Time” but everyone I ask likes the original better.

  7. Thanks for sharing this post! It was exactly what I needed as I’ve been re-branding and struggling to come up with a powerful tagline. Thinking about specifics & clarity, here’s what I’ve got:

    Systems + strategies for building your dream online business.

  8. Hi Natalie, the video rocks – simple and clear, thank you.
    I am so struggling with my tagline. I’ve got wake up on purpose right now as my tag. I help professionals elevate their performance, manage stress and stay out of burnout. I know doesn’t fit right now :-(

    • Hmm Vanessa, I like that you help pros with their performance, stress, and avoiding burnout. That feels really specific, and maybe it’s as simple as “Helping you avoid burnout so you can perform at the top of your game” or something along those lines?

  9. Hi! I’m an acupuncturist and am looking to educate people on Integrative Medicine. My tag line is:

    Akasha Acupuncture “Ancient Medicine for Modern Days”

    I was also thinking of “Ancient Medicine for Modern Warriors” since I work with many athletes, I just don’t want to alienate anyone with “warriors.”

    What do you guys think?

        • Lindsey,
          I think “warriors” is catchy and amusing. Everyone has heard the expression “weekend warrior”. Your tone is light, and I don’t think most people would take offence. (As to the few who might, you don’t need EVERYONE to love you, anyway!)

  10. Hi Natalie!
    We have an online holistic gift company, and are also holistic nutritionists that hand pick gifts that we would use ourselves, for our friends and family, and our tag line is ” We gift what we love”. I look forward to hearing what you think! Website is almost done! Thanks,

  11. Nathalie, this comes at a perfect time when re-directing my brand identity. I am merging two directions I focus on: 1) providing guidance to women as they transition into becoming mothers. I research and share information and resources on global childbirth practices, together with premium personalized care as they give birth. I point women to their innate capacity to birth and to become intentional mothers. 2) providing guidance to women seeking to re-invent themselves at different stages of motherhood by living abroad.

    I work with two tag lines:

    1) “Birth, Mobility and the Importance of Being Wild.”
    2) “BIRTH TO BIRTH: Global Hub for Becoming Mothers”

    • Camalo, I just wanted to pop in and say I love the name: BIRTH TO BIRTH . It gives me a sense of a renewing life cycle, which is a good feeling. The Global Hub part doesn’t conjure up anything for me, but Birth to Birth is a winner. There are so many ways you can go with that.

  12. My current tagline is “Your Partner In Parenting”. Or maybe it’s “Partnering with parents to help young boys thrive.” The first is on my logo. It has my name and then Your Partner In Parenting. But my website says the latter. The thing is, I also work with parents to help them thrive, and I can’t figure out how to get that in their too. Thoughts?

  13. Nathalie,

    I am currently using two taglines, one for my main brand and one for a network I host within the brand. It’s a work in progress and I’d love + appreciate any feedback.

    (My ICA are ambitious, positive minded women professionals & entrepreneurs.)

    Stress Less, Achieve More, and Savor Life’s Juicy Goodness is my main tagline. For my network (Positive Women Professionals & Entrepreneurs Network) it’s, Where Business Meets Positivity.

    Thoughts? Suggestions?

  14. Hi Nathalie,

    Perfect timing as I’m working on this right now.

    I work with women starting over whose lives have been touched by addiction either a loved ones or their own to help them create real relationships that they love. It’s a touchy niche as people sometimes feel shame around addiction.

    Would love your feedback.

    Mary McQuaid
    The Art of Being Real in Love & Relationships

    Thanks for your wonderful content, as always.


  15. Love the post, Natalie – you give great advice. I am struggling a bit with my tagline as many others are! I do online marketing with a strong project management background, so I have 2 ideas at the moment:

    Efficient online marketing for small business owners
    Efficient Hangout marketing for small business owners

    The last because I specialize in teaching how to use hangouts to grow your small business. What do you think?

  16. Hi Natalie

    I am a BrainGym consultant and for a long time I have been trying to find a better word as BrainGym doesn’t often bring across what it is.. BrainGym uses easy movements these movements makes your mind and body working together and also your left and right brain. A few days ago, I thought I give up, I just need to find a way to bring the word BrainGym across to people in a way what it is all about. Then… this morning I find your article and it really made me thinking and I am excited to find the perfect tag line. I have to admit my mind goes in circles again. Could someone help to start me off? I thought something like this. ” Get your “brain” together!” or “BrainGym is easy and fun, anyone can do it, take control of your own actions” BrainGym gets the best out of you”

    Thanks for sharing Nathalie.
    Jose :-)

    • Hey Jose,
      a few quick things come to mind as a place to start with your tagline:
      Brain Gym: strengthen learning through movement
      Brain Gym: Push-ups for your mind
      Brain Gym: fitness for your mind

      good luck–very interesting concept!

  17. I love this video. It made me really think about weather my tagline is feasible for my business, which is an online Kids’ Consignment Shop. My tagline is, well first the business name is Ever After Consignment (with a fairy tale theme). Tagline: “Because Good Things Should Last Forever”. Any feedback on this one?

  18. My husband and I are starting a BRAND new business. MasterMind Groups for Forex traders. (He’s a forex trader, I’m a mastermind facilitator. Go figure!) Our ICA is a self employed (often part-time) forex trader who wants to excel and make a living from trading. So far we have:
    For Forex Traders with a success attitude

    (We are also looking for our ICA to send them a survey. Any one know of any we would love to hear about them. Reply to this message and I will get in touch. Hope its OK to reach out this way.)

  19. I dont have a tagline. I dont think. I am a gluten intolerance and food allergy coach. I guide them on getting started on the path living gluten and allergen free, including all the little intricate details that will keep a person sick for years; emotional state of mind related to gluten intolerance & food allergies; managing social situations; how to eat out, avoid contamination; and managing relationships.

    I walked this path before and have my own story about the struggles. I think the closet thing to tag line. I have it ” I take you from surviving to thriving, effortlessly to health and vibrance.

    Would love suggestion or tips since this is something I havent really worked on.

  20. I’m realizing I need a much more specific tagline. I am a colon hydrotherapist and a health coach. My tagline has always been Internal Harmony-A Wellness Within. For my networking group I have a different tagline, “What goes in must come out and I can help with both. Make no butts about it.” It certainly made them all remember me but I’m ready for a new one.

  21. I love this video, exactly what I needed. I’m a psychotherapist that specializes in working with couples. My DBA is MyHappyCouple which I’m currently trademarking. For a tagline, I was thinking “Transforming relationships, one couple at a time”. What are your thoughts?

  22. Hi Nathalie,

    Thanks for the video.

    It was really cool to see the comments above!

    It was really timely for me.

    I picked the following tagline “unblock your weight & unleash your life”. But maybe its to clover and need to make it more practical.



  23. This is great info Nathalie! A lot of what I do is around naming businesses and creating taglines so I can really appreciate this post. You’re so right that the tagline gives the meaning to the business name. It can be tough because there are so many over used words and it really is important that the tagline not be vague.

  24. I have a tagline issue,I can never tell if its makes sense to the person reading it. I know what it means, but do they.
    So my product is Singing The Soul’s Song and the tagline is Creating a life of authenticity and abundance through purpose. So I am a soul realignment practitioner, intuitive healer, and I used soul realignment to heal childhood wounds and past lives and coaching to create new healthy life habits. But I have no idea if thats was the tagline conveys…..

  25. Dear Natalie,

    Thank you for your insights. It really helped me see that I am in the sounding cute and clever stage right now with my tagline: “Co-create shifts with wild abandon.”

    Now I am looking at:

    1) co-create shifts in your beliefs, body and spirit so you can have the life you desire

    2) Jade works with subtle energy and intuition to create changes in body, mind and spirit.

    3) Jade invites you to create shifts in body, mind and spirit by working with your intuition, subtle energy and honoring your body’s wisdom.

    4) Come as you are and leave feeling lighter, more spacious and free.

    5) What if you can be have more joy, health and vitality?

    Dear Ones, thank you all for any help with this.


      • Rosie,

        Thank you for your thoughts. Yes, I agree the word “co-create,” is just not as powerful nor so common in usage. #2 does sound more straightforward.

        Yes, FLY!!

  26. I really need to redo my tagline. It’s super fun and creative “Update Your Status to Superstar” as I am a social media + digital marketing strategist. But it doesn’t really explain the benefits of what I do. I think it needs to be more like:

    “Helping Women Entrepreneurs to Attract More Clients, Increase Profits + Make a Difference”.


    • Hmm Yes that’s what you do but so do a million other people. ow about I help women entrepreneurs attract more money and increase profits by becoming a social media superstar. Its a bit sexier!!

  27. Love this one! The tagline for my Etsy shop was easy – Transforming words into custom jewelry and gifts. The tag line for my other business? Not so much. I teach/coach other Etsians, product-based business, and peace organizations in branding and marketing. Mostly Etsians and peace organizations. I think it’s the combo that throws me off but, as an activist, helping the ‘small people’ – the mom and pop shops, the farmer, the tiny organizations that can’t afford a marketing team or full-time social media person – is really my passion.

    AND, I’m actually commenting to say thank you. I had the opportunity to actually listen to your video, today, but I LOVE that you give a text version as well. I hate it when folks post a video with no text. I am often in the position where I can read, but not listen, so I miss a lot of good content and forget about it by the time I *can* listen!

  28. I’m a health, wellness and lifestyle coach. I’m in need of a tagline Do you like:
    Nourish your body nourish your life.

    It’s kinda crunch granola. I want it to be more hip and fun for a NYC coach.

    • Hi Paige,
      I love nourish your body and had a suggestion to change the repeat of the word ‘nourish’ in nourish your life. I don;t know what it is but it’s like what is the result of nourishing my body? What happens to my life? I Something like Nourish your body. Rock your life.
      Fitness and Health Coach

    • Hi Paige! What about something that uses the language of a hip and fun NYC person such as you? Like “When your body feels awesome, your life RULES!”. This is not the best example, but I hope it gets towards what I’m driving at! Maybe try replacing the words “awesome” and “RULES” with ones your customers would use.

      Hope that’s helpful!

  29. Great post:) I’m making my way through the 30-day challenge right now and really appreciate your videos (my favorite part of blogging!). I blog about marriage and my tagline is: real solutions for real marriages from a real person. I have no idea if this works but I needed a start.

  30. Hi Nathalie, thank you so much for sharing your wisdome = )

    I make fondant cake and cupcake toppers (decorations) that people buy and place on their own homemade, store-bought or bakery made cakes and cupcakes. My business name is “Cupcake Stylist”, so I’ve used the tagline, “Fondant fashions for your cupcakes & cakes”. Is it effective? I don’t know, what do you think?

    I’m at the point in my business where I am now trying to do more — create printables that complement the topper designs in my shop. I’m not sure how to graciously include this information, or even if it should be in the same shop — maybe a totally separate shop? In my Etsy shop, I currently changed my tagline to say, “Edible fondant cupcake & cake toppers…and printables” — it sounds pretty lame to me, but as I said, I’m not sure how to include…

  31. Great, great advice Nathalie! I think starting with clarity over cleverness is crucial, but I also love how you weaved the “show, don’t tell” rule into this! Great combo!

    We build websites (design, code, and copywriting) for creatively-minded entrepreneurs, and so our tagline is:
    “Websites that WOW and Cha-Ching!” :-)

  32. Hi Nathalie,
    Perfect timing to get your email! I went for a run this morning and was trying to come up with a tag line but am struggling. I have launched The 2 Minute Workout which have been getting a great response. They are workouts you can do at home or at work, no equipment needed. The idea is for people to discover that you can easily fit in exercise in to your life and when you do it has such a great impact on your day, your food choices and how you feel. I was thinking:

    Little workout. Big results.

    Any where, any time workouts to have you looking and feeling good.

    Take 2 minutes to transform your body, your mood and your life.

  33. Love this. I have SO struggled with this for years! Just when I think I’ve got it, it just doesn’t work. So, lately, I’ve been feeling this tagline and I do think it works: Slow Down, Wake Up + Find Your Joy. I’d love feedback. My ideal client is a busy but intentional mom.

  34. Thank you so much Natalie!
    You are an inspiration in many ways. This post is so helpful as I am dong my first launch – an Online Childbirth Class we named Pain to Power!
    I am torn between our fun, creative tag line of

    Pain to Power Childbirth: Unlock Your Power, Unleash Your Pleasure
    or to be basic and clear
    Pain to Power: Online Childbirth Classes
    or Pain to Power: It will change how you think about childbirth!

    Would love to hear what you suggest?
    With gratitude,

  35. Thank you for this post, Natalie. And the timing couldn’t be more perfect — I’m just moving into a more specific niche and know it’s time to update my tagline.

    I am a life coach who helps soon-to-be, new, and newish mamas how to bring clarity to their dreams and the support them in pursuing those dreams in ways that integrate (rather than compete) with family life. My mamas tend to lean toward homesteading, radical simplicity, nourishing whole foods, and social transformation.

    Some tag lines I’ve considered:

    Coaching the whole mama

    Come home to your heart’s desires

    Dream clarity for the whole/radical mama

    I can feel that none of these are quite hitting the mark and wonder if anyone has any suggestions (or clarifying questions) for me.

    Thank you!


  36. This one was BRILLIANT. At the moment, my tagline talks about my method (“Networking that’s actually FUN”), but this makes me think it should be more about the result (Which is getting the success – and number of clients – that you know you’re capable of, based on the results from your current clients. It’s just that your dream clients don’t yet know that you exist, or that you can really help them).

    Now to wrestle that last rambling sentence into one tight one! Lots of ideas firing, I’ll keep you posted.

    Thank you!!

    • I think you’re onto something with the results of networking – because we all know we should but don’t necessarily enjoy it… yet if you remind of why we’ll love the outcomes, it makes a big difference! :)

  37. I am a party planner. I design classic themed party packages that include everything from the invitations to the thank yous. The twist? Every party has an activity for the children that either gives back to the community or is educational. My tag line is “parties with purpose”. What do you think?

  38. I’m a holistic beauty coach and I help women get glowing skin and through that help them feel amazing, look amazing and be amazing.

    I’m struggling so much with tip #4! Here’s what I have… Are these good enough?

    1. Celebrating the beauty in you (this is what I’m using now)
    2. Why wear clothes when you can rock glowing skin

    And I have one question, is it okay to have more than one tagline – like one for every product?

  39. My biz partner and I have a business called Your Doula Business. We help doulas learn how to run a profitable and sustainable business. This it the tagline we are thinking of, what do you think?

    Your Doula Business
    make money doing what you love

  40. Hi Nathalie,

    Great episode! It’s always good to remind ourselves how to be as clear as possible.

    We just revisited our tagline for JoyLoveGrace. Our focus is on parents and to inspire and guide them with easy tips. As parents, we know how overwhelming raising children and running your own business can be =^}.

    Right now our tagline for JoyLoveGrace is:

    ~ Inspiration and Guidance for Soulful Family Life

    Our goal is to offer parents (and likeminded people) powerful, easy tools they can integrate in their busy lives. So their lives become more joyful, effortless, meaningful and flowing.

    I know your super busy. I’d would appreciate if you could shine your light on this.
    Thank you.

    Kim Ho

  41. Natalie,

    I’m a copywriter, Scripted 4 You, and our tag is “Exciting copy, Great conversion!”

    Your thoughts?

  42. I teach performers, speakers and solo-biz owners who want to speak how to tap into their core life story, heal from it and turn it into an exciting presentation or solo-show that connects deeply with their audiences and helps them stand out. I’m thinking the tagline might be “Turn your life story into a show!” Would love feedback.

  43. Thank you so much for this article, Nathalie! I love your gentle yet straight forward approach. You are a breath of fresh air!

    I have struggled with this for so long. I am constantly changing my tag line trying to succinctly sum up what I do.

    I inspire others to find happiness by reducing debt, growing their own food garden and living simple creative lives.

    The tag line I have settled on for now is “Don’t worry – Be happy. Discover the joy of living the good life. Creative, abundant and debt-free living.’

    Do you think it is too broad and not specific enough? Or does it convey what I am about to you? is it too long?

    I would love any suggestions on how I could improve it.

    All the best to you fellow tag-line seekers!

  44. I don’t have a tagline yet…but I think I should have one. My business is called Babywear For Fitness, it has to do with exercising while wearing your baby in a carrier.
    How about Babywear For Fitness: Get In Shape By Wearing Your Baby. Pretty simple. Do I need to call out moms specifically?

  45. Thank you for the insight, what do you think about this tagline for my Doula/Postpartum doula business:

    Life Nectar Birthing
    Nourishing women so that we may nourish the world.

  46. I am a birth doula who is a trained and experienced professional who provides continuous physical, emotional and informational support to the mother before, during and just after birth.

    I’m starting up a new doula business Aloha Baby Doula Services is Hawaii and am struggling with my tagline. The bottom line is I want my mothers to birth like a boss. I just need to soften that up a bit. Right now I’ve got “Professional, compassionate, nurturing support for your birth journey.” I’ve been toying with “Because your birth journey should be a beautiful one”
    Is that even correct grammar? Most women have absolutely no idea how little support they get from hospital staff when they go in to give birth. I’m there to make sure they feel nurtured, empowered, and positive about their labor and birth. Ugh! I’m too close to it…forest…trees…

  47. I love these tips! I make all natural and handcrafted bath and body products and have struggled miserably in coming up with a strong tagline. I am probably on my 6th or 7th version at this point (a smidge over three years in).
    Urth Tones: Indulge in rituals of self care with all natural and handcrafted products for bath, body and spirit.


  48. Hello Nathalie,
    Amazing video, great tips, you rock. I am a relationship coach, just started with my coaching practice.
    working on my tagline: Show up, Be heard, Sparkle

    ….any suggestions?

  49. Loved your video Natalie!

    I am a Career and Life Coach and am in the process of reviewing all my business structure, so having a powerful and compelling tagline is a most.

    I am thinking: Coaching to uncover your true potential.

    Will appreciate your feedback.

  50. Hi there my ideal client is someone who has suffered from bad relationships. Breaking free feeling loved while single and finding loving lasting relationships.

    Feeling the love you desire while single to create a loving lasting relationship you dream of.
    Helping you heal and find lasting love.

    Helping you have the relationshipsame and love you long for.