While in Durham last month, I walked past a computer repair shop, and I couldn’t help but take a photo of the sign attached to the wall.

Now, I have absolutely nothing against businesses like this - let’s get that straight. In fact, it’s brilliant to see a small business of this kind continuing to (hopefully) thrive in an increasingly digital market, but… check out that strapline.

For years, Carlsberg used the slogan “probably the best lager in the world”, and for them, it worked - big time. It was playful, funny and complimented their advertising strategy perfectly.

But, if you’re a high street computer retailer, starting your strapline with the word ‘possibly’ just ain’t cricket. The mere presence of that word suggests doubt, hesitance and trust issues; hardly what you want people to think when they head your way with computing needs!

Why are straplines so important?

Straplines are often the first thing people encounter when researching or being presented with a brand. It’s a message that defines the company in question and sets a tone for the customer experience.

The best straplines are short and sweet, but that’s what makes them so hard to create.

If you want to develop a strapline that has real substance and communicates the essence of your brand in around five words, you’ll probably need help. Certainly, that computer company in Durham should have reached out for marketing expertise!

What are the most common types of strapline?

There are actually a few different forms straplines can take. The one you choose for your business will depend entirely on your brand ethos and the target audience.

Here are three of the most common types of strapline:

1. Aspirational. This strapline demonstrates that the company in question is offering fun, excitement and something that will make a tangible difference to people’s lives.
2. Descriptive. These straplines get straight to the point and showcase the company’s services immediately. A drinks manufacturer might use it to reveal how tasty their drinks are, for instance.
3. A combination of the above. You can combine both aspirational and descriptive straplines if you want to inform customers with an insightful twist.

How to create the best subject line

So, clearly, you don’t want to end up with a subject line that puts people in doubt - that’s a given.

But, how do you create one that speaks perfectly to your target audience? How can you string a few words together that communicate your brand values immediately and in a way that encourages people to engage with you?

Here’s some super-quick subject line best practices:

• keep it simple (another reason to abide by the KISS principle!);
• make sure it’s easy to grasp and say out loud - don’t use any tongue-twisters;
• use alliteration and rhyme - that’ll ensure it sticks in people’s minds;
• avoid making a promise that you might break;
• make sure it means something rather than simply ‘sounding good’; and
• add the most important part of your business that customers love the most.

Whether you’re starting a new business or entering a period of rebranding, these strapline tips should help you craft something of which you’ll be proud.

It’s important to also learn and be inspired by your favourite straplines. Sure, you can’t copy them, but you can certainly identify what it is that you like about them and apply the same techniques to your own.

Need more help?

I’ve helped loads of businesses across lots of different industries create memorable, strategic straplines.

By all means, have a go yourself by using my pointers above, but if you want to get serious and ensure your strapline creates the best first impression, just get in touch.