AN INVITATION TO YOUR BRAND<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” text_orientation=”center” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_phone=”” text_orientation_last_edited=”on|desktop”]<\/p>\n
Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering Presidents run their campaigns on taglines\/slogans I\u2019d say they can influence a nation or more.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”100%” width_last_edited=”off|phone” max_width=”80%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%||10%||false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_line_height=”2.1em” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nTHE GOLDEN RULE<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
The Golden Rule Of Branding is CONSISTENCY. Speak in a consistent voice otherwise your audience will be thinking: \u201cAre you talking to me? You sound weird. Are you not what I thought you were? Maybe I shouldn\u2019t trust you. I gotta go.\u201d And poof they\u2019re gone. Trying to get them back is harder then getting them in the first place.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. It\u2019s succinct. I recited it to myself almost perfectly to write this so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
Your name is the first chapter in your story it\u2019s my goal to help you write an epic tale. MasterCard\u2019s current advertising campaign tagline is \u201cPriceless\u201d. They\u2019re building on their story. They\u2019re being consistent in their voice. They\u2019re writing an epic tale that is read by generation after generation. Together, we can, too.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_enable_color=”off” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”100%” width_phone=”” width_last_edited=”on|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%|10%|0%|10%|false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nTAGLINE CHEAT SHEET<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”off|desktop”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ custom_padding_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” custom_padding_tablet=”|||15%|false|false” custom_padding_phone=”0%|0%|5%|15%|false|false”][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Story” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Short” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Simple” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Savory” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” title_last_edited=”off|desktop” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|phone” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|desktop” custom_padding=”5%|5%|2.5%|5%|false|true” custom_padding_tablet=”10%|10%||10%|false|true” custom_padding_phone=”10%|10%|2.5%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSTORY<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
\u00a0Does my tagline continue the story of my name?<\/p>\n
What story does \u201cJust Do It\u201d tell? Can you see the main character; her struggles, her obstacles?<\/p>\n
Can you hear the voice in her head? Can you see her overcome this struggle?<\/p>\n
Can you see her in the future being who she wants to be?<\/p>\n
If you can see those things with your tagline you will be seeing her buying your product.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSHORT<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Got Milk? Short is memorable. Short is shareable. Short is confident. Short is how we receive calls to action. \u2013 \u201cClean Your Room,\u201d \u201cBrush Your Teeth,\u201d \u201cStay In School.\u201d Short taglines engage us. They pump us up.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|tablet” custom_padding=”2.5%|5%|5%|5%|false|true” custom_padding_tablet=”|10%|10%|10%|false|true” custom_padding_phone=”2.5%|10%|10%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSIMPLE<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Taglines do not explain everything you do. They don\u2019t explain your name either. They DO invite you into the emotional experience of the brand. \u201cMaybe She\u2019s Born With It, Maybe It\u2019s Maybelline.\u201d What is the emotional experience? It\u2019s the experience of being a beautiful woman. Being a woman people think can\u2019t possibly be born so beautiful. A woman people are curious about, talking about, looking at closely, admiring. Also notice how many Ms are in that tagline. M for Maybelline. Notice how Maybelline is has the word Maybe in it.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSAVORY<\/h5>\n<\/div>\n
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Does your tagline wet their appetite? Do they want more? Your name is a call to a greater future. Your tagline paints that picture. Does your tagline make people see how you will help them call into being a greater future. Are their senses activated, engaged heightened? Kay Jewelers: Every K begins with K. What sense is activated? What emotion What picture? What story? You can see it right. Can you almost feel the touch of a kiss? That\u2019s a pretty savory tagline. Get savory.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”80%” width_phone=”80%” width_last_edited=”off|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%||10%||false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nTAGLINES THAT DON\u2019T SUCK\u2026
THE LIFE OUT OF YOUR BRAND<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_last_edited=”off|desktop”]<\/p>\n
This is a cheat sheet. There are exceptions to every one of these basic principles. So when you\u2019re picking your final tagline from the list of taglines you create, make sure you\u2019re hitting all four of these. If it\u2019s not the shortest or not the simplest but it\u2019s a succinct and a savory story, don\u2019t sweat it.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. I recited it to myself almost perfectly to write this blog so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” background_enable_image=”off” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width=”100%” width_tablet=”” width_phone=”100%” width_last_edited=”on|desktop” max_width=”100%” custom_padding_tablet=”5%||5%||true|false” custom_padding_phone=”10%||10%||true|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding=”|5%||5%|false|true” custom_padding_tablet=”|7.5%||7.5%|false|true” custom_padding_phone=”|7.5%||7.5%|false|true” custom_padding_last_edited=”on|phone” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_button button_url=”https:\/\/canonwing.com\/work-with-me\/” button_text=”LET’S GET STARTED” button_alignment=”center” _builder_version=”4.8.1″ _module_preset=”default” custom_button=”on” button_text_size=”1.1vw” button_text_color=”#FFFFFF” button_bg_color=”#C2B174″ button_border_color=”#C2B174″ button_border_radius=”0px” button_letter_spacing=”0.1em” button_font=”Raleway|700|||||||” button_use_icon=”off” custom_padding=”0.5vw|2vw|0.5vw|2vw|true|true” custom_padding_tablet=”2vw|4vw|2vw|4vw|true|true” custom_padding_phone=”3vw|6vw|3vw|6vw|true|true” custom_padding_last_edited=”on|phone” button_text_size_tablet=”2vw” button_text_size_phone=”4vw” button_text_size_last_edited=”on|phone” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#ab995a” button_bg_enable_color__hover=”on” button_border_color__hover_enabled=”on|hover” button_border_color__hover=”#ab995a”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
VALUES AND ETHICS AN INVITATION TO YOUR BRAND Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":26,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=224440"}],"version-history":[{"count":3,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions"}],"predecessor-version":[{"id":224444,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions\/224444"}],"up":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/26"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=224440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” text_orientation=”center” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_phone=”” text_orientation_last_edited=”on|desktop”]<\/p>\n
Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering Presidents run their campaigns on taglines\/slogans I\u2019d say they can influence a nation or more.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”100%” width_last_edited=”off|phone” max_width=”80%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%||10%||false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_line_height=”2.1em” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
THE GOLDEN RULE<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
The Golden Rule Of Branding is CONSISTENCY. Speak in a consistent voice otherwise your audience will be thinking: \u201cAre you talking to me? You sound weird. Are you not what I thought you were? Maybe I shouldn\u2019t trust you. I gotta go.\u201d And poof they\u2019re gone. Trying to get them back is harder then getting them in the first place.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. It\u2019s succinct. I recited it to myself almost perfectly to write this so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
Your name is the first chapter in your story it\u2019s my goal to help you write an epic tale. MasterCard\u2019s current advertising campaign tagline is \u201cPriceless\u201d. They\u2019re building on their story. They\u2019re being consistent in their voice. They\u2019re writing an epic tale that is read by generation after generation. Together, we can, too.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_enable_color=”off” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”100%” width_phone=”” width_last_edited=”on|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%|10%|0%|10%|false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nTAGLINE CHEAT SHEET<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”off|desktop”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ custom_padding_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” custom_padding_tablet=”|||15%|false|false” custom_padding_phone=”0%|0%|5%|15%|false|false”][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Story” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Short” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Simple” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Savory” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” title_last_edited=”off|desktop” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|phone” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|desktop” custom_padding=”5%|5%|2.5%|5%|false|true” custom_padding_tablet=”10%|10%||10%|false|true” custom_padding_phone=”10%|10%|2.5%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSTORY<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
\u00a0Does my tagline continue the story of my name?<\/p>\n
What story does \u201cJust Do It\u201d tell? Can you see the main character; her struggles, her obstacles?<\/p>\n
Can you hear the voice in her head? Can you see her overcome this struggle?<\/p>\n
Can you see her in the future being who she wants to be?<\/p>\n
If you can see those things with your tagline you will be seeing her buying your product.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSHORT<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Got Milk? Short is memorable. Short is shareable. Short is confident. Short is how we receive calls to action. \u2013 \u201cClean Your Room,\u201d \u201cBrush Your Teeth,\u201d \u201cStay In School.\u201d Short taglines engage us. They pump us up.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|tablet” custom_padding=”2.5%|5%|5%|5%|false|true” custom_padding_tablet=”|10%|10%|10%|false|true” custom_padding_phone=”2.5%|10%|10%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSIMPLE<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Taglines do not explain everything you do. They don\u2019t explain your name either. They DO invite you into the emotional experience of the brand. \u201cMaybe She\u2019s Born With It, Maybe It\u2019s Maybelline.\u201d What is the emotional experience? It\u2019s the experience of being a beautiful woman. Being a woman people think can\u2019t possibly be born so beautiful. A woman people are curious about, talking about, looking at closely, admiring. Also notice how many Ms are in that tagline. M for Maybelline. Notice how Maybelline is has the word Maybe in it.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSAVORY<\/h5>\n<\/div>\n
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Does your tagline wet their appetite? Do they want more? Your name is a call to a greater future. Your tagline paints that picture. Does your tagline make people see how you will help them call into being a greater future. Are their senses activated, engaged heightened? Kay Jewelers: Every K begins with K. What sense is activated? What emotion What picture? What story? You can see it right. Can you almost feel the touch of a kiss? That\u2019s a pretty savory tagline. Get savory.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”80%” width_phone=”80%” width_last_edited=”off|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%||10%||false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nTAGLINES THAT DON\u2019T SUCK\u2026
THE LIFE OUT OF YOUR BRAND<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_last_edited=”off|desktop”]<\/p>\n
This is a cheat sheet. There are exceptions to every one of these basic principles. So when you\u2019re picking your final tagline from the list of taglines you create, make sure you\u2019re hitting all four of these. If it\u2019s not the shortest or not the simplest but it\u2019s a succinct and a savory story, don\u2019t sweat it.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. I recited it to myself almost perfectly to write this blog so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” background_enable_image=”off” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width=”100%” width_tablet=”” width_phone=”100%” width_last_edited=”on|desktop” max_width=”100%” custom_padding_tablet=”5%||5%||true|false” custom_padding_phone=”10%||10%||true|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding=”|5%||5%|false|true” custom_padding_tablet=”|7.5%||7.5%|false|true” custom_padding_phone=”|7.5%||7.5%|false|true” custom_padding_last_edited=”on|phone” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_button button_url=”https:\/\/canonwing.com\/work-with-me\/” button_text=”LET’S GET STARTED” button_alignment=”center” _builder_version=”4.8.1″ _module_preset=”default” custom_button=”on” button_text_size=”1.1vw” button_text_color=”#FFFFFF” button_bg_color=”#C2B174″ button_border_color=”#C2B174″ button_border_radius=”0px” button_letter_spacing=”0.1em” button_font=”Raleway|700|||||||” button_use_icon=”off” custom_padding=”0.5vw|2vw|0.5vw|2vw|true|true” custom_padding_tablet=”2vw|4vw|2vw|4vw|true|true” custom_padding_phone=”3vw|6vw|3vw|6vw|true|true” custom_padding_last_edited=”on|phone” button_text_size_tablet=”2vw” button_text_size_phone=”4vw” button_text_size_last_edited=”on|phone” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#ab995a” button_bg_enable_color__hover=”on” button_border_color__hover_enabled=”on|hover” button_border_color__hover=”#ab995a”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
VALUES AND ETHICS AN INVITATION TO YOUR BRAND Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":26,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=224440"}],"version-history":[{"count":3,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions"}],"predecessor-version":[{"id":224444,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions\/224444"}],"up":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/26"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=224440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
The Golden Rule Of Branding is CONSISTENCY. Speak in a consistent voice otherwise your audience will be thinking: \u201cAre you talking to me? You sound weird. Are you not what I thought you were? Maybe I shouldn\u2019t trust you. I gotta go.\u201d And poof they\u2019re gone. Trying to get them back is harder then getting them in the first place.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. It\u2019s succinct. I recited it to myself almost perfectly to write this so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
Your name is the first chapter in your story it\u2019s my goal to help you write an epic tale. MasterCard\u2019s current advertising campaign tagline is \u201cPriceless\u201d. They\u2019re building on their story. They\u2019re being consistent in their voice. They\u2019re writing an epic tale that is read by generation after generation. Together, we can, too.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_enable_color=”off” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”100%” width_phone=”” width_last_edited=”on|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%|10%|0%|10%|false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
TAGLINE CHEAT SHEET<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”off|desktop”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ custom_padding_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” custom_padding_tablet=”|||15%|false|false” custom_padding_phone=”0%|0%|5%|15%|false|false”][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Story” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Short” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Simple” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Savory” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” title_last_edited=”off|desktop” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|phone” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|desktop” custom_padding=”5%|5%|2.5%|5%|false|true” custom_padding_tablet=”10%|10%||10%|false|true” custom_padding_phone=”10%|10%|2.5%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSTORY<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
\u00a0Does my tagline continue the story of my name?<\/p>\n
What story does \u201cJust Do It\u201d tell? Can you see the main character; her struggles, her obstacles?<\/p>\n
Can you hear the voice in her head? Can you see her overcome this struggle?<\/p>\n
Can you see her in the future being who she wants to be?<\/p>\n
If you can see those things with your tagline you will be seeing her buying your product.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSHORT<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Got Milk? Short is memorable. Short is shareable. Short is confident. Short is how we receive calls to action. \u2013 \u201cClean Your Room,\u201d \u201cBrush Your Teeth,\u201d \u201cStay In School.\u201d Short taglines engage us. They pump us up.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|tablet” custom_padding=”2.5%|5%|5%|5%|false|true” custom_padding_tablet=”|10%|10%|10%|false|true” custom_padding_phone=”2.5%|10%|10%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSIMPLE<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Taglines do not explain everything you do. They don\u2019t explain your name either. They DO invite you into the emotional experience of the brand. \u201cMaybe She\u2019s Born With It, Maybe It\u2019s Maybelline.\u201d What is the emotional experience? It\u2019s the experience of being a beautiful woman. Being a woman people think can\u2019t possibly be born so beautiful. A woman people are curious about, talking about, looking at closely, admiring. Also notice how many Ms are in that tagline. M for Maybelline. Notice how Maybelline is has the word Maybe in it.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSAVORY<\/h5>\n<\/div>\n
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Does your tagline wet their appetite? Do they want more? Your name is a call to a greater future. Your tagline paints that picture. Does your tagline make people see how you will help them call into being a greater future. Are their senses activated, engaged heightened? Kay Jewelers: Every K begins with K. What sense is activated? What emotion What picture? What story? You can see it right. Can you almost feel the touch of a kiss? That\u2019s a pretty savory tagline. Get savory.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”80%” width_phone=”80%” width_last_edited=”off|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%||10%||false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nTAGLINES THAT DON\u2019T SUCK\u2026
THE LIFE OUT OF YOUR BRAND<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_last_edited=”off|desktop”]<\/p>\n
This is a cheat sheet. There are exceptions to every one of these basic principles. So when you\u2019re picking your final tagline from the list of taglines you create, make sure you\u2019re hitting all four of these. If it\u2019s not the shortest or not the simplest but it\u2019s a succinct and a savory story, don\u2019t sweat it.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. I recited it to myself almost perfectly to write this blog so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
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VALUES AND ETHICS AN INVITATION TO YOUR BRAND Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":26,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=224440"}],"version-history":[{"count":3,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions"}],"predecessor-version":[{"id":224444,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions\/224444"}],"up":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/26"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=224440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”off|desktop”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ custom_padding_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” custom_padding_tablet=”|||15%|false|false” custom_padding_phone=”0%|0%|5%|15%|false|false”][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Story” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Short” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Simple” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_blurb title=”Savory” use_icon=”on” font_icon=”%%57%%” icon_color=”#C2B174″ icon_placement=”left” use_icon_font_size=”on” icon_font_size=”1.7vw” title_last_edited=”off|desktop” icon_font_size_tablet=”4vw” icon_font_size_phone=”7vw” icon_font_size_last_edited=”on|phone” _builder_version=”4.8.1″ _module_preset=”default” header_font=”Poppins|300|||||||” header_text_color=”#303030″ header_font_size=”1.3vw” header_line_height=”1.3em” header_font_size_tablet=”3vw” header_font_size_phone=”5vw” header_font_size_last_edited=”on|desktop”][\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|phone” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|desktop” custom_padding=”5%|5%|2.5%|5%|false|true” custom_padding_tablet=”10%|10%||10%|false|true” custom_padding_phone=”10%|10%|2.5%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
STORY<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
\u00a0Does my tagline continue the story of my name?<\/p>\n
What story does \u201cJust Do It\u201d tell? Can you see the main character; her struggles, her obstacles?<\/p>\n
Can you hear the voice in her head? Can you see her overcome this struggle?<\/p>\n
Can you see her in the future being who she wants to be?<\/p>\n
If you can see those things with your tagline you will be seeing her buying your product.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSHORT<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Got Milk? Short is memorable. Short is shareable. Short is confident. Short is how we receive calls to action. \u2013 \u201cClean Your Room,\u201d \u201cBrush Your Teeth,\u201d \u201cStay In School.\u201d Short taglines engage us. They pump us up.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|tablet” custom_padding=”2.5%|5%|5%|5%|false|true” custom_padding_tablet=”|10%|10%|10%|false|true” custom_padding_phone=”2.5%|10%|10%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSIMPLE<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Taglines do not explain everything you do. They don\u2019t explain your name either. They DO invite you into the emotional experience of the brand. \u201cMaybe She\u2019s Born With It, Maybe It\u2019s Maybelline.\u201d What is the emotional experience? It\u2019s the experience of being a beautiful woman. Being a woman people think can\u2019t possibly be born so beautiful. A woman people are curious about, talking about, looking at closely, admiring. Also notice how many Ms are in that tagline. M for Maybelline. Notice how Maybelline is has the word Maybe in it.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSAVORY<\/h5>\n<\/div>\n
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Does your tagline wet their appetite? Do they want more? Your name is a call to a greater future. Your tagline paints that picture. Does your tagline make people see how you will help them call into being a greater future. Are their senses activated, engaged heightened? Kay Jewelers: Every K begins with K. What sense is activated? What emotion What picture? What story? You can see it right. Can you almost feel the touch of a kiss? That\u2019s a pretty savory tagline. Get savory.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”80%” width_phone=”80%” width_last_edited=”off|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%||10%||false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nTAGLINES THAT DON\u2019T SUCK\u2026
THE LIFE OUT OF YOUR BRAND<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_last_edited=”off|desktop”]<\/p>\n
This is a cheat sheet. There are exceptions to every one of these basic principles. So when you\u2019re picking your final tagline from the list of taglines you create, make sure you\u2019re hitting all four of these. If it\u2019s not the shortest or not the simplest but it\u2019s a succinct and a savory story, don\u2019t sweat it.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. I recited it to myself almost perfectly to write this blog so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” background_enable_image=”off” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width=”100%” width_tablet=”” width_phone=”100%” width_last_edited=”on|desktop” max_width=”100%” custom_padding_tablet=”5%||5%||true|false” custom_padding_phone=”10%||10%||true|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding=”|5%||5%|false|true” custom_padding_tablet=”|7.5%||7.5%|false|true” custom_padding_phone=”|7.5%||7.5%|false|true” custom_padding_last_edited=”on|phone” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_button button_url=”https:\/\/canonwing.com\/work-with-me\/” button_text=”LET’S GET STARTED” button_alignment=”center” _builder_version=”4.8.1″ _module_preset=”default” custom_button=”on” button_text_size=”1.1vw” button_text_color=”#FFFFFF” button_bg_color=”#C2B174″ button_border_color=”#C2B174″ button_border_radius=”0px” button_letter_spacing=”0.1em” button_font=”Raleway|700|||||||” button_use_icon=”off” custom_padding=”0.5vw|2vw|0.5vw|2vw|true|true” custom_padding_tablet=”2vw|4vw|2vw|4vw|true|true” custom_padding_phone=”3vw|6vw|3vw|6vw|true|true” custom_padding_last_edited=”on|phone” button_text_size_tablet=”2vw” button_text_size_phone=”4vw” button_text_size_last_edited=”on|phone” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#ab995a” button_bg_enable_color__hover=”on” button_border_color__hover_enabled=”on|hover” button_border_color__hover=”#ab995a”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
VALUES AND ETHICS AN INVITATION TO YOUR BRAND Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":26,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=224440"}],"version-history":[{"count":3,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions"}],"predecessor-version":[{"id":224444,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions\/224444"}],"up":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/26"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=224440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
\u00a0Does my tagline continue the story of my name?<\/p>\n
What story does \u201cJust Do It\u201d tell? Can you see the main character; her struggles, her obstacles?<\/p>\n
Can you hear the voice in her head? Can you see her overcome this struggle?<\/p>\n
Can you see her in the future being who she wants to be?<\/p>\n
If you can see those things with your tagline you will be seeing her buying your product.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
SHORT<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Got Milk? Short is memorable. Short is shareable. Short is confident. Short is how we receive calls to action. \u2013 \u201cClean Your Room,\u201d \u201cBrush Your Teeth,\u201d \u201cStay In School.\u201d Short taglines engage us. They pump us up.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|tablet” custom_padding=”2.5%|5%|5%|5%|false|true” custom_padding_tablet=”|10%|10%|10%|false|true” custom_padding_phone=”2.5%|10%|10%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSIMPLE<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Taglines do not explain everything you do. They don\u2019t explain your name either. They DO invite you into the emotional experience of the brand. \u201cMaybe She\u2019s Born With It, Maybe It\u2019s Maybelline.\u201d What is the emotional experience? It\u2019s the experience of being a beautiful woman. Being a woman people think can\u2019t possibly be born so beautiful. A woman people are curious about, talking about, looking at closely, admiring. Also notice how many Ms are in that tagline. M for Maybelline. Notice how Maybelline is has the word Maybe in it.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSAVORY<\/h5>\n<\/div>\n
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Does your tagline wet their appetite? Do they want more? Your name is a call to a greater future. Your tagline paints that picture. Does your tagline make people see how you will help them call into being a greater future. Are their senses activated, engaged heightened? Kay Jewelers: Every K begins with K. What sense is activated? What emotion What picture? What story? You can see it right. Can you almost feel the touch of a kiss? That\u2019s a pretty savory tagline. Get savory.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”80%” width_phone=”80%” width_last_edited=”off|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%||10%||false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nTAGLINES THAT DON\u2019T SUCK\u2026
THE LIFE OUT OF YOUR BRAND<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_last_edited=”off|desktop”]<\/p>\n
This is a cheat sheet. There are exceptions to every one of these basic principles. So when you\u2019re picking your final tagline from the list of taglines you create, make sure you\u2019re hitting all four of these. If it\u2019s not the shortest or not the simplest but it\u2019s a succinct and a savory story, don\u2019t sweat it.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. I recited it to myself almost perfectly to write this blog so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” background_enable_image=”off” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width=”100%” width_tablet=”” width_phone=”100%” width_last_edited=”on|desktop” max_width=”100%” custom_padding_tablet=”5%||5%||true|false” custom_padding_phone=”10%||10%||true|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding=”|5%||5%|false|true” custom_padding_tablet=”|7.5%||7.5%|false|true” custom_padding_phone=”|7.5%||7.5%|false|true” custom_padding_last_edited=”on|phone” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_button button_url=”https:\/\/canonwing.com\/work-with-me\/” button_text=”LET’S GET STARTED” button_alignment=”center” _builder_version=”4.8.1″ _module_preset=”default” custom_button=”on” button_text_size=”1.1vw” button_text_color=”#FFFFFF” button_bg_color=”#C2B174″ button_border_color=”#C2B174″ button_border_radius=”0px” button_letter_spacing=”0.1em” button_font=”Raleway|700|||||||” button_use_icon=”off” custom_padding=”0.5vw|2vw|0.5vw|2vw|true|true” custom_padding_tablet=”2vw|4vw|2vw|4vw|true|true” custom_padding_phone=”3vw|6vw|3vw|6vw|true|true” custom_padding_last_edited=”on|phone” button_text_size_tablet=”2vw” button_text_size_phone=”4vw” button_text_size_last_edited=”on|phone” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#ab995a” button_bg_enable_color__hover=”on” button_border_color__hover_enabled=”on|hover” button_border_color__hover=”#ab995a”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
VALUES AND ETHICS AN INVITATION TO YOUR BRAND Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":26,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=224440"}],"version-history":[{"count":3,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions"}],"predecessor-version":[{"id":224444,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions\/224444"}],"up":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/26"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=224440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Got Milk? Short is memorable. Short is shareable. Short is confident. Short is how we receive calls to action. \u2013 \u201cClean Your Room,\u201d \u201cBrush Your Teeth,\u201d \u201cStay In School.\u201d Short taglines engage us. They pump us up.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” width=”90%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” max_width_tablet=”” max_width_phone=”” max_width_last_edited=”on|tablet” custom_padding=”2.5%|5%|5%|5%|false|true” custom_padding_tablet=”|10%|10%|10%|false|true” custom_padding_phone=”2.5%|10%|10%|10%|false|true”][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
SIMPLE<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Taglines do not explain everything you do. They don\u2019t explain your name either. They DO invite you into the emotional experience of the brand. \u201cMaybe She\u2019s Born With It, Maybe It\u2019s Maybelline.\u201d What is the emotional experience? It\u2019s the experience of being a beautiful woman. Being a woman people think can\u2019t possibly be born so beautiful. A woman people are curious about, talking about, looking at closely, admiring. Also notice how many Ms are in that tagline. M for Maybelline. Notice how Maybelline is has the word Maybe in it.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nSAVORY<\/h5>\n<\/div>\n
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Does your tagline wet their appetite? Do they want more? Your name is a call to a greater future. Your tagline paints that picture. Does your tagline make people see how you will help them call into being a greater future. Are their senses activated, engaged heightened? Kay Jewelers: Every K begins with K. What sense is activated? What emotion What picture? What story? You can see it right. Can you almost feel the touch of a kiss? That\u2019s a pretty savory tagline. Get savory.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”80%” width_phone=”80%” width_last_edited=”off|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%||10%||false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
\nTAGLINES THAT DON\u2019T SUCK\u2026
THE LIFE OUT OF YOUR BRAND<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_last_edited=”off|desktop”]<\/p>\n
This is a cheat sheet. There are exceptions to every one of these basic principles. So when you\u2019re picking your final tagline from the list of taglines you create, make sure you\u2019re hitting all four of these. If it\u2019s not the shortest or not the simplest but it\u2019s a succinct and a savory story, don\u2019t sweat it.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. I recited it to myself almost perfectly to write this blog so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” background_enable_image=”off” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width=”100%” width_tablet=”” width_phone=”100%” width_last_edited=”on|desktop” max_width=”100%” custom_padding_tablet=”5%||5%||true|false” custom_padding_phone=”10%||10%||true|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding=”|5%||5%|false|true” custom_padding_tablet=”|7.5%||7.5%|false|true” custom_padding_phone=”|7.5%||7.5%|false|true” custom_padding_last_edited=”on|phone” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_button button_url=”https:\/\/canonwing.com\/work-with-me\/” button_text=”LET’S GET STARTED” button_alignment=”center” _builder_version=”4.8.1″ _module_preset=”default” custom_button=”on” button_text_size=”1.1vw” button_text_color=”#FFFFFF” button_bg_color=”#C2B174″ button_border_color=”#C2B174″ button_border_radius=”0px” button_letter_spacing=”0.1em” button_font=”Raleway|700|||||||” button_use_icon=”off” custom_padding=”0.5vw|2vw|0.5vw|2vw|true|true” custom_padding_tablet=”2vw|4vw|2vw|4vw|true|true” custom_padding_phone=”3vw|6vw|3vw|6vw|true|true” custom_padding_last_edited=”on|phone” button_text_size_tablet=”2vw” button_text_size_phone=”4vw” button_text_size_last_edited=”on|phone” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#ab995a” button_bg_enable_color__hover=”on” button_border_color__hover_enabled=”on|hover” button_border_color__hover=”#ab995a”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
VALUES AND ETHICS AN INVITATION TO YOUR BRAND Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":26,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=224440"}],"version-history":[{"count":3,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions"}],"predecessor-version":[{"id":224444,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions\/224444"}],"up":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/26"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=224440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Taglines do not explain everything you do. They don\u2019t explain your name either. They DO invite you into the emotional experience of the brand. \u201cMaybe She\u2019s Born With It, Maybe It\u2019s Maybelline.\u201d What is the emotional experience? It\u2019s the experience of being a beautiful woman. Being a woman people think can\u2019t possibly be born so beautiful. A woman people are curious about, talking about, looking at closely, admiring. Also notice how many Ms are in that tagline. M for Maybelline. Notice how Maybelline is has the word Maybe in it.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.8.1″ _module_preset=”default”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”1.6vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_margin=”||0px||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|phone” header_5_font_size_tablet=”3.3vw” header_5_font_size_phone=”4.5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
SAVORY<\/h5>\n<\/div>\n
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding=”||||false|false” custom_padding_tablet=”||4%||false|false” custom_padding_last_edited=”off|tablet” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop”]<\/p>\n
Does your tagline wet their appetite? Do they want more? Your name is a call to a greater future. Your tagline paints that picture. Does your tagline make people see how you will help them call into being a greater future. Are their senses activated, engaged heightened? Kay Jewelers: Every K begins with K. What sense is activated? What emotion What picture? What story? You can see it right. Can you almost feel the touch of a kiss? That\u2019s a pretty savory tagline. Get savory.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”off|phone” _builder_version=”4.8.1″ _module_preset=”default” width_tablet=”80%” width_phone=”80%” width_last_edited=”off|tablet” max_width=”100%” custom_padding_tablet=”|10%||10%|false|false” custom_padding_phone=”10%||10%||false|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding_last_edited=”off|tablet” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” header_5_font=”Montserrat|300|||||||” header_5_text_align=”center” header_5_text_color=”#C2B174″ header_5_font_size=”2vw” header_5_letter_spacing=”0.2em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” header_5_font_size_tablet=”4vw” header_5_font_size_phone=”5vw” header_5_font_size_last_edited=”on|phone”]<\/p>\n
TAGLINES THAT DON\u2019T SUCK\u2026
THE LIFE OUT OF YOUR BRAND<\/h5>\n<\/div>\n<\/div>\n[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_last_edited=”off|desktop”]<\/p>\n
This is a cheat sheet. There are exceptions to every one of these basic principles. So when you\u2019re picking your final tagline from the list of taglines you create, make sure you\u2019re hitting all four of these. If it\u2019s not the shortest or not the simplest but it\u2019s a succinct and a savory story, don\u2019t sweat it.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. I recited it to myself almost perfectly to write this blog so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
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VALUES AND ETHICS AN INVITATION TO YOUR BRAND Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":26,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=224440"}],"version-history":[{"count":3,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions"}],"predecessor-version":[{"id":224444,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions\/224444"}],"up":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/26"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=224440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
[\/et_pb_text][et_pb_divider color=”#C2B174″ divider_position=”center” divider_weight=”3px” _builder_version=”4.8.1″ _module_preset=”default” width=”10%” module_alignment=”center” custom_margin=”||3%||false|false” custom_margin_tablet=”||4%||false|false” custom_margin_phone=”||5%||false|false” custom_margin_last_edited=”on|desktop”][\/et_pb_divider][et_pb_text _builder_version=”4.8.1″ _module_preset=”default” text_font=”Poppins|300|||||||” text_text_color=”#232323″ text_font_size=”1.2vw” text_line_height=”1.8em” header_5_line_height=”1.4em” custom_padding_tablet=”||4%||false|false” custom_padding_phone=”||5%||false|false” custom_padding_last_edited=”off|desktop” text_font_size_tablet=”2.5vw” text_font_size_phone=”4vw” text_font_size_last_edited=”on|tablet” text_line_height_tablet=”1.8em” text_line_height_last_edited=”off|desktop” text_orientation_tablet=”left” text_orientation_last_edited=”off|desktop”]<\/p>\n
This is a cheat sheet. There are exceptions to every one of these basic principles. So when you\u2019re picking your final tagline from the list of taglines you create, make sure you\u2019re hitting all four of these. If it\u2019s not the shortest or not the simplest but it\u2019s a succinct and a savory story, don\u2019t sweat it.<\/p>\n
Consider: \u201cThere are some things money can\u2019t buy. For everything else, there\u2019s MasterCard.\u201d Not Short. Not exactly simple. It hits story like a mac truck. It\u2019s savory. I recited it to myself almost perfectly to write this blog so it has great \u201crecall\u201d for a longer tagline.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” background_color=”#fafafa” background_enable_image=”off” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row make_equal=”on” custom_padding_last_edited=”off|desktop” _builder_version=”4.8.1″ _module_preset=”default” width=”100%” width_tablet=”” width_phone=”100%” width_last_edited=”on|desktop” max_width=”100%” custom_padding_tablet=”5%||5%||true|false” custom_padding_phone=”10%||10%||true|false”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding=”|5%||5%|false|true” custom_padding_tablet=”|7.5%||7.5%|false|true” custom_padding_phone=”|7.5%||7.5%|false|true” custom_padding_last_edited=”on|phone” custom_css_main_element=”display: flex;||flex-direction: column;||justify-content: center;”][et_pb_button button_url=”https:\/\/canonwing.com\/work-with-me\/” button_text=”LET’S GET STARTED” button_alignment=”center” _builder_version=”4.8.1″ _module_preset=”default” custom_button=”on” button_text_size=”1.1vw” button_text_color=”#FFFFFF” button_bg_color=”#C2B174″ button_border_color=”#C2B174″ button_border_radius=”0px” button_letter_spacing=”0.1em” button_font=”Raleway|700|||||||” button_use_icon=”off” custom_padding=”0.5vw|2vw|0.5vw|2vw|true|true” custom_padding_tablet=”2vw|4vw|2vw|4vw|true|true” custom_padding_phone=”3vw|6vw|3vw|6vw|true|true” custom_padding_last_edited=”on|phone” button_text_size_tablet=”2vw” button_text_size_phone=”4vw” button_text_size_last_edited=”on|phone” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#ab995a” button_bg_enable_color__hover=”on” button_border_color__hover_enabled=”on|hover” button_border_color__hover=”#ab995a”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
VALUES AND ETHICS AN INVITATION TO YOUR BRAND Taglines are the invitation to your brand. They telegraph to your audience the kind of party you are throwing for them. They are always different because exactly like your company name, taglines are always in the unique voice of your business story. Are they powerful \u2013 considering […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":26,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440"}],"collection":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/comments?post=224440"}],"version-history":[{"count":3,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions"}],"predecessor-version":[{"id":224444,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/224440\/revisions\/224444"}],"up":[{"embeddable":true,"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/pages\/26"}],"wp:attachment":[{"href":"https:\/\/canonwing.com\/wp-json\/wp\/v2\/media?parent=224440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}