5 Things a Great Strapline Does for Your Brand (With Examples)

Great straplines can capture the essence of what a brand stands for in just a few short words.

When I work with clients, I always emphasise the importance of creating key messages and phrases that distil their brand’s positioning into a concise, memorable phrase.

These can then be used to create impactful marketing campaigns.

Here's 5 things a great strapline does for your brand (with examples).

→ 1. Summarises the brand’s positioning 

Great straplines can capture the essence of what a brand stands for in just a few short words. 

When I work with clients, I always emphasise the importance of creating key messages and phrases that distill their brand’s positioning into a concise, memorable phrase.

These can then be used to create marketing campaigns. 

Take Uber’s “We’re on our way.” In just four words, it encapsulates their promise of convenience and reliability. 

As a marketer, I love how it instantly communicates what Uber is all about without needing a lengthy explanation.

→ 2. Acts as a “memory hook”

I can’t stress enough how crucial it is for your strapline to be memorable. 

It’s what helps customers recall your brand when making decisions.

To make messages memorable, they need to be EXTREMELY simple. 

Coca-Cola’s “It’s Magic When the World Comes Together” is a perfect example. 

It’s not only a simple and easy-to-remember phrase — it’s also an emotional trigger that creates the perception of unity and happiness. 

And that’s exactly what they stand for.

In my experience, this kind of emotional resonance is what turns casual customers into loyal brand advocates.

→ 3. Develops brand affinity

Throughout my career, I’ve seen how a good strapline can build loyalty and trust. 

McCain’s “Together is Golden” is one I particularly admire. 

Not only does it help create an image of a perfectly cooked golden chip (fries for my US friends), it taps into the value of family and shared moments. Those ‘golden’ moments that you’ll cherish a lifetime.

This is the kind of brand affinity that I always aim to develop for my clients — it’s what turns a product into a household name.

→ 4. Differentiates from competitors 

Standing out is everything. 

I often challenge my clients to think outside the box, and better yet, get consumers to think think, debate and even argue!

Nike has done this with their latest campaign, “Am I A Bad Person?” 

It’s provocative, thought-provoking, and instantly separates Nike from its competitors. 

This is the level of differentiation I strive for in every branding strategy I develop.

→ 5. Frames customer marketing

A strong strapline isn’t a tagline.

A strapline is the foundation of all your marketing, which complements or adds depth to the tagline, a phrase that captures a brand’s mission, values, or promise.

Apple’s “The Underdogs: OOO (Out Of Office)” campaign is a brilliant example of a strapline that adds value to their overall brand essence (tagline).

The Underdogs: OOO (Out Of Office) campaign marries perfectly with their tagline ‘Think Differently’, in fact, complementing it.

It helps to position their products as essential tools for creativity and productivity, even in unconventional settings… thinking differently and for those who think differently!

Summary of the 5 things a great strapline does for your brand

1. Summarises the brand’s positioning

2. Acts as a “memory hook”

3. Develops brand affinity

4. Differentiates from competitors

5. Frames customer marketing

Remember: A powerful strapline is more than just words. It’s the heart of your brand’s identity.

Thanks for reading, 

Jack