Company straplines for your inspiration

If used properly, company straplines can help differentiate a company from the competition and cement a brand’s image in the minds of consumers. Over the years, some companies have got it right, and some haven’t. Here are some straplines for your inspiration.

A great strapline should be catchy and memorable – and it helps if it clearly shows customers the benefit of choosing that company. But perhaps most importantly, it has to be true to the brand and the brand’s values (as perceived by the customer). Nike’s ‘Just do it’ is a good example. It’s simple and easy to remember, and catches the emotional benefit behind Nike’s brand.

In many ways, the strapline is just the front for a strong brand image and story, and even a weak strapline can function successfully if the brand story is strong enough. Like ‘I’m lovin’ it’ from McDonald’s. Arguably, this isn’t a great strapline, but it supports the brand's fun and easy image.

It’s important to go back to your strapline as your brand evolves and make sure that it’s still true to your company – and to your customers. Sometimes a simple modification is enough. Avis’ famous strapline began life in 1963 as "When you’re no. 2, you try harder," and it gave the company a likeable, underdog personality. The shorter version used today "We try harder" stands for great customer service.

A little inspiration
In many ways, there are no concrete rights and wrongs when creating a strapline. But here are some for your inspiration.

• Because you’re worth it (L’Oreal)
• The best a man can get (Gillette)
• It’s everywhere you want it to be (Visa)
• Don’t mess with Texas (Texas Department of Transportation anti-litter campaign)
• Inspiration comes standard (Chrysler)
• Sense and simplicity (Philips)

Thinking about your strapline?
If you want independent feedback on your current strapline – or help developing a new one – just get in touch with us.