What is a Strapline?

A strapline is a type of catchphrase for your business. They are most commonly seen in adverts and on large signs; but they are useful for promoting your business message at many other times.

Strapline is mainly a British word, and they are often called other names, including ‘slogans’ and ‘taglines’.

The idea of using a catchphrase for your business is nothing new; in fact, there have been Straplines for almost as long as there has been advertising. Yet most small businesses fail to take advantage of the branding benefits a strapline can bring for minimal cost.

What are Straplines for?

Straplines are most commonly used by large and medium sized businesses, but this does not mean that they are ineffective for small businesses; simply that they use them less often.

Straplines are generally seen on adverts and signs, but you should really put your strapline on the majority of your business communication. Promotional material, letters, websites and business cards are four of the best places to show your strapline.

Customer Awareness

The main aim of your strapline is to make your customers and potential customers more aware of who you are and what you do. A good strapline will be remembered, and will mean that people are more likely to remember your company when they want products or services that you provide.

A good strapline can also remind your customers of the qualities and aims of your business. This helps you to maintain and spread the business image you want.

Differentiate from Competitors

By reminding customers of the aims and qualities of your business, you start to make yourself stand out from your competitors. For example, your business may be based on quality, while your competitors are based on value; your strapline can help to make that difference known and remembered. A good strapline helps to cement your branding and image in people’s memories; just as a good name and logo do.

If you are in a business with lots of competitors; then helping customers to remember your name first could make a huge difference to your sales in the long term.

Internal Aims

One result of a good strapline that many businesses do not expect is the effect that it can have on staff and the attitude of the company. A good strapline can work like a mission statement; helping to remind staff of the aims or values of your business, and making it easier for them to understand and portray those values to your customers.

Branding

The overall effect of a successful strapline is improved branding, to customers, suppliers, and even your employees.

A strapline will not bring you sudden increases in sales or fill your shop with customers; but it helps people to remember you, and can help to increase your sales and customers in the long term, for virtually no cost.

Page 1: What are Straplines for?
Page 2: How to Create Straplines