Here’s some tips on the tagline creation process that I came across in a Marketing News article by Piet Levy.  The purpose of the tagline is to answer the question,

 ”What do you want to communicate to your audience every time they come in contact with your brand?”

 7 Tagline Tips

1. RESEARCH: Use surveys to develop your objectives and creative strategy.
2. DIFFERENTIATE: Set your tagline apart from the competition’s.
3. BRAINSTORM: Quantity matters more than quality.
4. REFOCUS: Step away from your desk to get a fresh perspective on your work.
5. CHECK WITH LEGAL: Make sure that your favorite taglines aren’t already claimed.
6. TEST TAGLINE IN ACTION: See how it would work in different marketing materials.
7. SEEK ADVICE: Turn to colleagues and consumers for input.

This provides a solid framework for managing the process.  I would add that it’s important to remain cognizant of the brand’s established values.  The client may encourage you to push the creative envelope, but they don’t want you to stray outside the brand’s essence, potentially jeopardizing brand equity.  

Bill Duffy is an Account Executive at Mirage Advertising, an award-winning creative communications group specializing in graphic design, web design, video production and event staging.