Beyond Taglines: The Power of a Brand Line
Most people think of taglines as throwaway slogans. A catchy phrase that sits under a logo, makes a splash in a campaign, and then quietly fades away.
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.
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