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Saw a truck the other day with the tagline: 

“Hot tubs that make sense.”

It stuck with me, but not in a good way.

Vague taglines like this raise more questions than they answer.

• Why do these hot tubs make sense? 

• What doesn’t make sense about others?

A strong tagline doesn’t just sound good—it clarifies. 

3 Things that Make a Great Tagline

→ A Key Customer Benefit

When you’re solving a problem your buyers actually care about.

• Melts in your mouth, not in your hands – M&M’s
  A clean, enjoyable experience
  

• The ultimate driving machine – BMW
  Build for performance and control
  

• Helping you sleep better, naturally – Hatch (sleep products)
  A clear result with a natural approach

→ A Core Differentiator

When you’re doing something better or differently than competitors.

• So easy a caveman can do it – GEICO
  Simplicity in a complex industry
  

• The quicker picker upper – Bounty
  Absorbs better than competitors
  

• It’s like milk, but made for humans – Oatly
  Reframes oat milk as the smarter choice

→ Your Brand Personality

When your voice and vibe set you apart.

• Impossible is nothing – Adidas
  Bold and motivational
  

• Because you’re worth it – L’Oréal
  Empowering and confident
  

• Murder your thirst – Liquid Death
  Aggressively fun and unapologetic

Back to that hot tub company. 

If they hired me, I’d workshop taglines that make sense for their business, like:

• Energy-efficient hot tubs built to last → Benefit

• The only hot tub with lifetime support → Benefit + Differentiator

• Built to last. Designed to relax. → Differentiator

• Your stress-free zone is one soak away → Benefit + Personality

• Where stress goes to die → Benefit + Personality

Clarity converts. 

Don’t make your audience guess.

🟠 Robert

Need help finding clarity?

I help visionary founders turn ideas into brands that grow, using strategy, messaging, and design.

→ Message me if you’re building something.