Every day on my way home from work, I drive by the same auto body shop, Collision One, and every day its sign catches my eye. It’s not because the sign is particularly flashy or that the colors are surprising – it catches my eye because I think the tagline is brilliant. The tagline reads, “Like It Never Happened.”
Simple and easy to read quickly, this tagline sums up the exact feeling its patrons want to experience when they leave the shop. No one wants to be in a fender bender and it’s even less fun to be reminded of the accident by dents and scratches on your car. “Like It Never Happened” lets the consumer know that the company cares about you AND your car, and signals that it takes pride in quality work. That’s a lot of information to derive about a company from just a few words on a sign, isn’t it?
There are many studies that show first impressions are often the most lasting. In a way, I look at a company’s tagline as an opportunity to make its best first impression about its brand. Given this, it’s important that your tagline be appropriate to the type of business you are running; not only that it’s catchy, but that it also conveys a positive feeling to your target consumer. The risk of having a tagline that confuses or puts customers off is very costly as they may simply opt to go to your competitor.
Here are a few other taglines that are getting the job done:
- “Works Like A Dream” – Ambien
- “The Quicker Picker Upper” – Bounty
- “The Happiest Place on Earth” – Disneyland
- “Play. Laugh. Grow.” – Fisher Price
- “American by birth. Rebel by choice.” – Harley Davidson
- “Every Kiss Begins with Kay” – Kay Jewelers
- “What Happens Here, Stays Here” – Las Vegas Convention and Visitors Authority
- “Hope. Care. Cure” – Seattle Children’s Hospital
Do you have any favorites? I’d love to hear about taglines that have kept you going back to a business year after year.