The Punchline to Your Tagline

January 7, 2026

Creating a Thought Provoking and Engaging Tagline

Lately in our house we have been practicing the art of telling a good joke. My 12 has to be filtered with “Is it clean?” My 8 year old  has it down pat, probably because she has so much wit running through her veins.  But, my 4 year old usually follows with a “oh that was clever …” and then a not sure where that was going… kinda thought.  This blog is all about successfully giving over your brand message in a wise relatable and witty tagline. The art of creating the “punchline” to your tagline. 

What is a tagline? Businesses use taglines to tell customers who they are in a memorable, positive, and short identifying message. Think of it as that joke you constantly pull out of your pocket when all else fails. You want your tagline to be at the tip of your customers tongue as they experience a situation where your brand can fill their need.

Taglines are a distinct step in the brand experience; they create a lighthearted and often humorous association with your brand’s unique benefits.  I liken them to the audible version of a logo and that’s precisely why you’ll often find a tagline right beside a business logo.  But don’t “Just do it” (pun totally intended here) when creating a tagline it should add meaning to your brand, take the creative time or fit it into your marketing budget. 

Short and Simple

The most successful taglines are between 3-6 words … sounds simple enough.  Well in fact it could take a lot of trial and error and a whole lot of creative energy to really get a good tagline out. You want your tagline to really identify with your marketing message, add value to your brand ideals, yet be simple enough to digest quickly, and witty enough to stick in your customers memory bank for years. Still sounds simple…not quite? Apple uses “Think Different” taps into the creative energy and unique forward thinking experience it provides. With just 2 words it encapsulates their driving force.  

Provokes Emotion


When you create a tagline keep your brand’s emotional intention at the forefront of your mind.  How do you want your customer to feel in your location or while using your product? Then genuinely infuse that feeling into your tagline so that it carries seamlessly throughout your brand’s massage. Experiencing your brand through an emotion connection creates and more sustained relationship.

Trial and Error

Like most things in life and all creative processes try try again. If it doesn’t work you can fix and tweak whatever it takes. It’s not set in stone; plenty of big brands have changed their taglines over the years. For example Coca Cola has gone through numerous ones as times change perspective change and generational experiences change as well. Your best bet is being scenario driven. This allows for customers to think of your product as a solution for real life situations. MasterCard “There are somethings money can’t buy. For everything else, there’s MasterCard” is a great example of scenario based.

Seek Out Feedback

Start by creating a list of 20 or more and work through them by presenting them to friends or family.  Keep these in mind though to gauge if you have done a good job at creating your tagline. 

  •  No intros or explanations needed it should do all the talking for itself
  •  If you find that it’s met with a question then its a no 
  • You don’t need to be cute just direct and brand driven 
  • No feelings attached to it then it’s hollow and could go with any brand just not yours!

At Line we believe in a complete brand experience.  Your customers’ experience can start at any point, ideally it’s the moment  they feel your brand’s relevance.   Fitting into a conversation with a smart tagline can be a constant sales tactic or sidekick that backs you up no matter what.  Creating that somewhat witty and genius line can be a creative struggle.  If you’re up for the challenge that’s wonderful but always remember to draft a fresh perspective for feedback. No clue where to start … give us a call.  Line can build creative guidelines to your businesses tagline.