Want a cool new strapline?

You need a strapline copywriter. 

So you’re setting up a new business and you want a killer strapline to make you stand out.

Or you’ve moved to a new job in marketing and you want to make your mark in your new company. Best way to do it? A sexy new strapline.

But how do you come up with one? You could try writing your own. Or you could give it to a specialist strapline copywriter.

Here’s the thing.

Good straplines are deceptively simple. They’re only a few words. They can’t be that hard to come up with.

They are.

In just two words sometimes, a strong strapline can completely capture the essence of a brand. It gives you a feeling about a company that is difficult to change and that can last for years. A good strapline reinforces and enhances the brand.

It can also be the foundation for years and years of cracking advertising campaigns. Don’t believe me? How about:

  • Think Different

  • Just Do It

  • Every Little Helps

  • Refreshes the parts other beers cannot reach

  • Should have gone to Specsavers

  • Vorsprung durch technik 

  • Because you’re worth it

  • Love it or hate it

  • Never knowingly undersold

Can you name the brands behind these straplines? (I’ll give you Specsavers.)

In other words, they’re campaignable. They help agencies create great campaigns which all spin off and then lead back to that same strapline.

So how do you get a great strapline?

Give the job to a strapline copywriter

Coming up with a strapline can take days or just a few seconds. But they don’t come out of thin air while you’re reclining in your office chair, staring into space waiting for the muse to descend.

It’s hard work. And it all starts with giving your brain as much raw material as possible to digest.

First off a good strapline copywriter will get to know your brand inside and out.

  • What kind of company are you?

  • How do you see yourselves?

  • Why are you different?

  • What do you think about business, your competitors, the world we live in?

  • Why should people buy from you?

  • What do you want people to feel when they think about your company?

  • What’s your approach to diversity, equality, environmental issues?

Out of this will come thoughts, feelings, ideas and propositions which capture the essence of the company.

Next, the copywriter will fill a Word doc or big sheets of paper with words, wordplay, phrases, idioms and slang around those thoughts, feelings, ideas and propositions.

Then it’s all about boiling everything down to final straplines. 10, 20, 30, 40 or even more. Each one has to be Honest. Memorable. Short. Creative. Not too general, but not too specific.

Struggling with your strapline? Get the Word Dept on it now. Call 07966 196706 now, email jamie@worddept.com or use our dead easy Contact Form.