A great strapline has to engage the reader. It should make you think, promise you something which will help your company or product stand out from the crowd. It should be believeable.
Here are 5 different approaches:
- An instruction - within that instruction a clear confidence in the product (e.g. Holden. Go better.TM)
- A wider concept - the bigger picture and more emotionally linked (e.g. Qantas. The Spirit of AustraliaTM)
- A promise of good performance - this is the prime example of where the strapline has to be believeable (e.g. Mighty HelpfulTM Mitre 10)
- Word association (e.g. It's Gotta be RedTM Red Rooster)
- Don't have one!! Perhaps your branding and historic reputation says all the customer needs (e.g. EskyTM)
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