Taglines, slogans, and elevator pitches are important marketing tools that allow businesses to quickly communicate what they do. Taglines summarize a company's mission, slogans describe specific products or campaigns, and elevator pitches give a 30-second overview of a business. These tools should be memorable and show benefits to customers. Businesses are encouraged to brainstorm ideas based on the benefits of their products or services and the words they want to be described by. The goal is to differentiate the brand and give customers the right first impression.

1. Coming Up With Your
Tagline, Slogans, and
Elevator Speech
Brought to you by The Condiment Marketing Co.

2. Why do taglines, slogans, and elevator
pitches matter?
● Give focus to all of your marketing.
● You and your team can communicate what you do quickly and clearly.
● Guide your design choices.
● Give customers the right first impression of your brand—something they can
walk away with and remember next time they want to make a purchase.
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3. Branding foundation exercises
What are the consumer benefits of your product
or service?
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What words do you hope others use to describe
you?
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4. Features vs benefits
Features
Describes what your product/service is or does.
Gourmet…
Gluten-free...
Convenient...
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Benefits
Answers the question “What’s in it for me?”
...Makes me look and feel like a foodie.
...My son won’t end up in the hospital.
...I don’t have to make dinner while my kids are
crying and my spouse is still working.
Know the difference between features and benefits. Now edit your benefits list to only
include benefits.

5. Taglines and slogans (often used interchangeably)
Tagline - A concise, memorable catchphrase
used to summarize a business’ mission and the
products or services it offers. The bit under your
business name. What you might see in the
logotype.
Examples:
Apple - Think different.
Dollar Shave Club - A great shave. Delivered.
Disney - The happiest place on earth.
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Slogan - We think of it as a phrase describing a
specific product or campaign. What you might
see on marketing materials or in a commercial.
#slogan
Makes good use of rhyme, alliteration, repetition,
and double-entendre.
Apple iPad Air - Change is in the air.
Dollar Shave Club - Shave time. Shave money.
Disney Resort - Where dreams come true.

6. Taglines and slogans (continued)
Goal: Make it memorable. Show benefits. Differentiate the brand.
Do: Think of it like speed dating. You don’t have time to tell her how much money
you have. Just tell her where you’re taking her on vacation.
Don’t:
● Worry about length. It can be short or long.
● Be cliched. Avoid things like “built from the ground up”, “handmade with love”,
and “one-stop shop”.
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7. Tagline and slogan examples
Small (some local) businesses
Sir Kensington - The divine alternative.
Backyard Soda - Gourmet drinks made simple.
Elevation Ketchup - Handcrafted at 5,280 ft.
Red Camper - Summertime preserved.
Modern Gingham Preserves - Not just for toast.
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Big businesses
Dos Equis - Stay thirsty.
Glad - Don’t get mad. Get glad.
Mazda - Zoom zoom zoom.
Bounty - The quicker picker-upper.
Wendy’s - We don’t cut corners.

8. Not good.
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Delta Airlines - We get you there.
Exxon - We’re Exxon.
Denny’s - Denny’s. A good place to sit
and eat.
FedEx - Our most important package
is yours.
Singer - We make it better.

9. Brainstorm
Using your list of words from page 4, what ideas
for taglines for your brand come to mind.
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Think of a single flavor or single service you
offer. Brainstorm slogan ideas.
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10. Just for fun...if taglines were honest
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11. What makes you, you?
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Personable and friendly
Spontaneous and high energy
Modern or high tech
Cutting edge
Fun
Accessible to all
VS.
Corporate and professional
Careful thinking and planning
Classic and traditional
Established
Serious
Upscale
Choose one term in each row only.
Source: http://www.bigbrandsystem.com/uncover-your-brand-personality-quiz/

12. Elevator speech
This is Jane*.
Don’t be like Jane.
*Julie
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13. Elevator speech
● A longer summary of what you do and why it matters. Your tagline is a
distillation of your elevator speech.
● Why is it SO hard? Because it’s personal. And sales-y. And it’s tough to be
succinct.
● Informal vs formal.
● Goal: Define your position. Describe what your business does. Tell what
problem you solve. Connect. Discuss what is in the works for your business.
● Do be prepared. Don’t be scripted.
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14. Write your elevator speech.
Expand on your tagline. You have 30 seconds (70 words max) to explain why
you’re great. No pressure.
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15. Revise your elevator speech.
● Read it out loud. Delete or re-word anything awkward.
● Make every sentence active voice.
● Delete adverbs, that/which, so/because, and other filler words.
● Add color. Stay true to who you are. (Refer back to page 11 for a reminder.)
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16. The end. Thank you!
CondimentMarketing.com
julie@condimentmarketing.com
sara@condimentmarketing.com
Twitter/Instagram: @condimentmktg
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