# Brand Tagline > Generates brand taglines and slogans with positioning rationale, use cases, and A/B testing variants. Use when creating or refreshing your brand's tagline or slogan. - Skill: `reaperinvest/brand-tagline` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/brand-tagline` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/brand-tagline/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/brand-tagline --- # Brand Tagline ## When to Use This Skill Use this skill when you need to: - Create a brand tagline or slogan from scratch - Refresh an existing tagline that no longer fits - Generate multiple tagline options with rationale for each - Develop tagline variants for different channels or campaigns **DO NOT** use this skill for headlines, ad copy, or product descriptions. This is for the core brand tagline that defines your business identity. --- ## Core Principle A GREAT TAGLINE IS MEMORABLE, MEANINGFUL, AND IMPOSSIBLE TO CONFUSE WITH A COMPETITOR — IT MUST SAY SOMETHING ONLY YOUR BRAND CAN SAY. --- ## Phase 1: Brief ### Required Inputs | Input | What to Ask | Default | |-------|------------|---------| | **Business name** | "What is your business called?" | No default — must be provided | | **What you do** | "Describe what your business does in one sentence." | No default — must be provided | | **Target audience** | "Who is your ideal customer?" | No default — must be provided | | **Key differentiator** | "What makes you different from competitors?" | No default — must be provided | | **Brand personality** | "If your brand were a person, how would you describe them?" | Confident, approachable, expert | | **Current tagline** | "Do you have an existing tagline?" | None | | **Taglines you admire** | "Share 2-3 taglines from other brands you like (any industry)." | None | **GATE: Confirm brief before generating.** --- ## Phase 2: Outline ### Tagline Categories Generate options across these formula types: ``` 1. Benefit-driven — states what the customer gets 2. Imperative — tells the customer what to do 3. Descriptive — says what the brand does 4. Provocative — challenges a belief or norm 5. Aspirational — paints the future state 6. Clever — uses wordplay or double meaning ``` **GATE: Confirm which categories to prioritize (or do all).** --- ## Phase 3: Write ### Generate 15-20 Tagline Options For each tagline, provide: ``` **"[Tagline]"** - Category: [Benefit / Imperative / Descriptive / etc.] - Rationale: [Why this works — 1 sentence] - Best used: [Website, social bios, packaging, ads] ``` ### Tagline Quality Criteria Every tagline must pass these tests: | Test | Question | |------|----------| | **Memorable** | Could someone recall this after hearing it once? | | **Meaningful** | Does it communicate a real benefit or position? | | **Unique** | Could a competitor use this exact line? If yes, it fails. | | **Short** | Under 8 words? (Ideal: 3-6 words) | | **Timeless** | Will this still work in 5 years? | | **Speakable** | Does it sound natural when said aloud? | ### Top 5 Recommendations Present the 5 strongest options with detailed rationale: ``` ## Top 5 Taglines ### 1. "[Tagline]" **Why it works:** [2-3 sentences on positioning, memorability, and audience fit] **Where to use it:** [Specific placements — header, social bios, email signature, ads] **Potential risk:** [Any downside or misinterpretation to consider] ### 2. "[Tagline]" ... ``` ### A/B Testing Pairs ``` ## A/B Test Suggestions **Test 1:** Benefit vs Imperative - A: "[Benefit tagline]" - B: "[Imperative tagline]" - Where to test: [Website header, social ads] **Test 2:** Short vs Descriptive - A: "[3-word tagline]" - B: "[6-word descriptive tagline]" ``` --- ## Phase 4: Polish ### 1. Tagline Checklist ``` ## Quality Checklist - [ ] Under 8 words (ideally 3-6) - [ ] Communicates a benefit or brand position - [ ] Cannot be used by a competitor without modification - [ ] Sounds natural when spoken aloud - [ ] Works across platforms (website, social, print, ads) - [ ] Does not rely on jargon or inside knowledge - [ ] Timeless — not tied to a trend or year - [ ] No unintended negative meanings or associations ``` ### 2. Usage Guide Provide guidance on where and how to deploy the selected tagline: ``` ## Tagline Usage Guide - **Website header:** Pair with the brand name: "[Brand Name] — [Tagline]" - **Social bios:** Use as the first line of the bio - **Email signature:** Below the name and title - **Business cards:** Under the logo - **Advertising:** As the sign-off line in ads ``` --- ## Example: Taglines for a Freelance Business Coaching Brand ``` Business: FreeAgent Academy Does: Teaches freelancers how to land clients and grow revenue Audience: Freelancers earning under $100K who want to scale Top options: 1. "Land clients. Build freedom." — Benefit, aspirational 2. "The business school freelancers deserve." — Descriptive, positioning 3. "Stop freelancing. Start building." — Provocative, imperative 4. "From solo to scalable." — Aspirational, concise 5. "More clients. Less hustle." — Benefit, memorable ``` --- ## Anti-Patterns - **Too generic** — "Quality you can trust" applies to every business on earth. The tagline must be uniquely yours. - **Too long** — anything over 8 words is a sentence, not a tagline. Edit ruthlessly. - **Jargon-heavy** — "Leveraging synergistic solutions" means nothing to real humans. - **Too clever** — if the wordplay requires explanation, it fails. Clarity beats cleverness. - **Describes the product, not the benefit** — "We make invoicing software" is a description. "Get paid faster" is a tagline. - **Following trends** — "Your [topic] bestie" will age poorly. Aim for timeless. --- ## Recovery - **User hates all options:** Ask which 2-3 are closest and what specifically feels off (too playful? too corporate? too generic?). Generate 10 more in the refined direction. - **Cannot articulate differentiator:** Ask "Why did your last 3 customers choose you over alternatives?" The answer is the differentiator. - **Tagline needs to work in multiple languages:** Flag potential translation issues. Avoid idioms and wordplay that do not translate. - **Multiple stakeholders disagree:** Run a simple test — show the top 3 options to 10 people in the target audience and pick the one that resonates most. - **Existing tagline has brand equity:** Consider evolving it rather than replacing it. Small updates can modernize without losing recognition.