Nike is just one example of what a tagline can do for a business.

Okay, I can’t really tell you if they still use “Just Do It.”  I can only tell you that when I think of their brand I think of only two things: 1. The Nike Swoosh and; 2. Just Do It.

The real questions is, what do they want you to do?  They want you to buy their shoes.  They want you to think that you should just buy a pair of their shoes because they are the best.  No begging, no hype, just do it.

Only the best taglines can manage to say so much in only a few words.  The ones that succeed, they will stick in the mind of their customers for years.  Some will even be remembered long after a company has folded.  It is that kind of tagline that you want for your business.

The companies who come up with the best taglines don’t do it by accident, neither should you.  Just as the perfect company or product name can take months to choose, the same goes for your tagline.

The decision process begins with brainstorming.

Your first idea will not always be your best, so create a list of possibilities.  Don’t hold back, write down every little idea that comes to mind — good or bad.  Once you’re done, that is when you can weed out the bad ideas from the good ones.

Ask the people closest to you for their opinion.

Just because you like one tagline more than another does not mean others will feel the same way.  When you have a long list of ideas and you’re not sure where to begin eliminating choices, they’re a great place to start.

Survey your target market.

Once you’ve narrowed your list down to the best 3 or 5 ideas, it’s time to get a third opinion.  No one knows what will work better than the market you’re hoping to reach.  They’re the ones you want to attract in the first place, so they will be able to tell you if one tagline is more memorable than another.  It is important to listen to your market for feed back about your product, why not listen to their thoughts on how to attract them to you in the first place?

Most importantly, use your instincts.

All good entrepreneurs should have instincts, and they should listen to them.  Your instincts will tell you if your final choice is a good one.