10 Best Company Taglines And What You Can Learn From Them

Ryan Moyce
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How can having one of the best company taglines set your brand apart from your competition? If your company is stuck in a crowded marketplace, desperate for new customers, what will a tagline do to get your brand message out there?

In this article, I've compiled 10 of the best company taglines, past and present, that have helped their businesses become titans of their industry. I've also highlighted some of the emotional aspects that have made those taglines so successful.

To top it off, I've put together a few tips on how to go about crafting your own industry-defining tagline if you wish to.

But, before we get into these tips, let's cover some important points about taglines.

What Exactly Is a Tagline?

In a nutshell, a tagline is a reflection of a company’s core values, extracted and boiled down to its very essence. It immediately expresses to the world, "This is who we are and what we stand for."

A brilliant tagline captures your company’s brand message and unique values and efficiently communicates them to your audience.

Some of the best company taglines are usually short, catchy and memorable. Like the synopsis on the back of a book, a tagline is an efficient, ultra-quick way to give consumers a preview of what a company is all about and why you should choose them over everyone else.

Taglines vs Slogans

It’s easy to get taglines and slogans confused. The two terms are often bounced around interchangeably by consumers and businesses alike.

They’re both very similar in their structure (short, catchy, and memorable). They both promote a company's values and brand message. And they’re both integral to the selling of a product or service.

So, how do you tell them apart? The simplest way to explain it is like this:

  • Taglines are used to describe a company and its values.

  • Slogans are created to launch products and marketing campaigns.

Now, you might be wondering if a tagline will make a difference when it comes to connecting with your audience.

One of the Best Company Taglines

Having a stellar company tagline is a vital component of any product or service’s brand, value proposition, and brand position.

According to Forbes, taglines give consumers an upfront insight into your company’s personality.

You should think of a tagline as the glue that holds your brand together. It’s the missing piece of the puzzle that helps to fill in the information gaps that the rest of your marketing doesn’t cover as effectively.

It’s all part of creating a brand that resonates with your target audience, builds trust and, eventually, brand loyalty.

Emotion Is Everything

Smart marketers know that people buy with their emotions first and justify with logic later.

In a recent study, a staggering 64% of consumers admitted their decision to switch, avoid or boycott a brand was driven by whether or not its values aligned with their personal beliefs.

More than ever, for a company to be successful in today’s socially conscious world, it needs a much deeper emotional connection with its consumers.

Best practices like choosing emotive imagery, having a consistent brand voice, and devising a tagline that represents you down to the core are all important pieces of the puzzle when getting your emotional branding spot on.

Apple’s "I’m a Mac/I’m a PC" ad campaign illustrates this point perfectly. It’s a prime example of how brand-savvy companies can tap into their consumers’ personalities and self-perceptions. Their purpose is to build loyal, profitable relationships, and dominate its marketplace.

“You don’t want to compete in a market or niche. You want to dominate it. Any company that’s a great company always dominates.” -Dan Lok

10 Iconic Taglines From the Giants of Their Industry

1. Apple - “Think Different”

With this two-word-wonder and the “For the crazy ones" ad that launched it, Steve Jobs brought Apple back to prominence and turned it into the tech powerhouse of today.

Its tagline salutes “the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes”. It plays directly on our desire to feel both unique and significant in today’s world.

2. Nike - “Just Do It”

Some of the best company taglines have simple but punchy messages. For example: stickiness, longevity, and emotional resonance. Nike’s tagline epitomizes the qualities every great brand should aspire to, and its customers are fiercely loyal because of it.

Its powerful call-to-action challenges us to rise above our internal battles. It dares us to be fearless in our pursuit of self-betterment.

3. Gillette - “The Best a Man Can Get”

Long before 2019’s infamous ad and the #metoo movement that sparked it, Gillette’s brand embodied what it was to be a modern man: a symbol of strength, love of family, and purpose.

Its powerful tagline and classic 1989 commercial inspired men everywhere to fulfill their potential, push their bodies, succeed in life and build loving relationships in their lives.

4. BMW - “The Ultimate Driving Machine”

"Bayerische Motoren Werke AG", or "Bavarian Motor Works" in English, is a company that has long been synonymous with success, wealth and status.

Even though every car is a driving machine, BMW’s simple inclusion of the word "ultimate” sets it above its competition. It boldly positions itself as the pinnacle of automotive perfection and social excellence.

5. L’Oréal - “Because You’re Worth It”

Since its 1970s unveiling, the core message behind L’Oréal’s game-changing tagline has remained as ageless, and inspirational, as the famous ladies who’ve uttered it.

In the long battle for respect and recognition, it speaks to every woman’s desire for independence, fulfillment, and the right to be treated the way she deserves.

6. Harley Davidson - “American by Choice, Rebel by Birth”

Whether you’re a motorcycle enthusiast or not, odds are you know what a Harley Davidson is. And that’s the beauty of having a brand that's so powerful. Harley Davidson created one of the best company taglines that has also become a part of mainstream culture.

Although its taglines have changed through the years this is still a fan favorite. An emotionally charged combination of pride and rebelliousness, it encapsulates the spirit and culture of their brand down to a tee.

7. Go Pro - “Be a Hero”

While they weren’t the first to market with their action camera technology, GoPro is definitely the one who rules the roost. As its competitors focused on selling features and benefits, GoPro set out to create a brand.

It captured everyone’s imagination, and in doing so left rivals in its wake. Its message spoke to the "Hero" in us all. It encouraged us to be adventurous, stop watching from the sidelines, get out, live life, and be the star of our own show.

8. Disneyland - “The Happiest Place on Earth”

Walt Disney said, "Laughter is timeless, imagination has no age, and dreams are forever." Disneyland’s tagline mirrors that sentiment to its fullest.

It reaches out to our need for security and the desire for escapism. It promises to take us somewhere magical, filled with love, happiness, family, and joyful discovery.

9. Netflix - “See What’s Next”

Throughout its explosive growth, Netflix has undergone many changes in appearance and product offerings. As its service has become more sophisticated, so too has its brand image.

The company rebrand and introduction of its new tagline in 2015 could almost be deemed a prophetic rise to dominance. "See What’s Next" showcased its core objectives and mission to connect people through stories. It builds curiosity and anticipation of the next great show and innovation to come.

10. Sony - “Make.Believe”

Back in 2009, when Sony announced this new tagline, it was the first time the company had unified its brand message across both entertainment and electronics divisions.

The clever play on words encapsulated Sony’s ability to think, imagine and dream, and turn those unique ideas into reality.

3 Quick Tips on Crafting Your Very Own Killer Tagline

If you want to learn how to write a tagline for your business, do these things first before you even think of putting pen to paper.

1. Be Clear on Your Values

The success of your tagline - and any brand in general - is knowing your product or service inside out, and the core values that govern it.

Companies that wrote some of the best company taglines asked themselves valuable questions: What is it that makes your company tick? What’s the driving force behind what you do and why you do it? What do you excel at that makes your business stand head and shoulders above your rivals?

Answer these questions, and others like it, and you’ve got the building blocks of your tagline ready to go.

2. Know Your Audience

Understanding your target audience is critical to the survival of any business, great or small. Here are a few important processes you need to obtain a clear picture of your consumer market.

  • Researching your marketplace.

  • Compiling and analyzing data.

  • Looking at your website and social media analytics.

  • Observing your competition.

These processes can be daunting. If you need of some helpful pointers, check out this article by Hootsuite. It goes into much greater detail about mapping your audience effectively.

3. Define Your Strategy

You don’t want to end up shooting yourself in the metaphorical foot down the line. So, don’t waste time agonizing over a tagline that may not reflect your company objectives in the long run.

High-level elements like value proposition, key brand messaging, customer demographics data, and others all have to be analyzed first. When you’re done, take the plunge into writing your tagline.

Work Your Magic

Turning raw data, company values, and product benefits into one simple emotionally charged message is no easy feat. Depending on the size of your company and the resources at your disposal, there are a few routes you can go down.

You can go big and hire an agency. Keep it internal and get your marketing department or in-house copywriting team to handle it. Or you can hire a freelance copywriter who knows how to forge knockout company taglines. The choice is yours.


The best company taglines have this in common: They are the keystone to a business's growth and ability to stand out from the crowd. The success of a company tagline relies on how well it communicates your company values, and how it emotionally connects with your market.

An exceptional tagline can aid your business in a few key ways:

  1. Expresses who you are and what you stand for.

  2. Separates your brand from your competitors.

  3. Brings cohesion to your marketing plan.

  4. Emotionally engages your audience.

  5. Positions your brand within the marketplace.

How does your company tagline stack up? Do you think your tagline could do with a little TLC?

If the answer is yes, consider hiring a professional freelance copywriter to breath new life into your tagline and give it the respect it deserves.

At copywriters.com there are many experienced copywriters who would be perfect for your tagline and brand creation needs. Get in touch to see how we can help your company today.

Ryan Moyce

Ryan Moyce is a copywriter with a background in graphic design & branding. He has over a decade of B2B & B2C marketing experience and loves to pen creative, customer-centric copy guaranteed to make your brand sing.

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