The problem is, slogans rarely live beyond the pitch deck. They don’t guide how a brand speaks, behaves, or designs. They’re often clever for clever’s sake.

That’s why we prefer to talk about brand lines. A brand line isn’t just a strapline; it’s a north star. It’s a unifying idea that can shape everything from tone of voice to packaging copy, from social captions to how teams describe the brand in person.

What makes a brand line powerful?

A good brand line has three qualities:
Clarity → it instantly communicates what the brand stands for.
Flexibility → it adapts across touchpoints, big and small.
Longevity → it feels timeless enough to outlive a campaign cycle.

When you get those right, a brand line stops being “extra” and becomes essential.

A recent example: Workshop Coffee

When we worked with Workshop Coffee, one truth stood out: they didn’t need to be louder or trendier. They were already a benchmark for quality. What they needed was language that captured that quiet authority.

The brand line we landed on — “A Mark of Better Coffee” — did just that.

It wasn’t designed to be witty. It was designed to work. It now underpins their messaging hierarchy, guides their packaging, informs their in-store signage, and gives their team a consistent way to articulate what they do.

Why this matters now

In an age of information overload, the brands that cut through aren’t the loudest — they’re the clearest.

A strong brand line brings alignment internally and resonance externally. It keeps everyone — from designers to front-line staff to leadership — speaking from the same place. And over time, that consistency builds trust.

Takeaway

If a tagline is a hat you wear to get noticed, a brand line is the spine that holds your whole story upright.

So the next time you’re tempted by something clever, ask instead: does this line hold the brand together?

That’s the power of a brand line.