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How to Create a Great Tagline - How Chillibreeze got its Tagline
A good tagline can help your website go a long way. Spending a little time and effort to make sure your tagline communicates all that you want can be a boon in the long term.
What is a good tagline?
So what exactly is a tagline? It’s the few words that follow your website’s name. It’s like a motto and it sums up your site’s mission statement or purpose for existence. While taglines have traditionally been used by companies, websites can make the most of this device to promote themselves and stick in their visitors' minds. Just imagine if you could gain the kind of recognition a “Just do it” got for Nike, you would have it made!
Why Chillibreeze needed a new tagline:
At Chillibreeze, we like to think things through before we implement them and so when it came to creating a tagline that would match our image, outlook and mission, we spent some time on getting things right. We began with a critique of our old tagline: “Chillibreeze: Talented Indian Writers Serving International Customers.” What was wrong with it? Nothing – it suited us perfectly for the past two years of working with clients from around the world and writers from every corner of India.
But this year, we are branching out into new ventures, products, portals and directions. We see ourselves as a young, fast-growing company with a finger on the content industry’s pulse and a thirst to deliver the very best to our writers and clients alike. There are big plans and ideas for a bright future. We wanted all these new things to be reflected in our tagline. We wanted to create something that was catchy, simple, short and easy to remember without losing the flavor of Chillibreeze.
Brainstorming and evaluating – word by word:
Our first step was to brainstorm – our core team, experienced writers et al – contributed ideas and emails flew back and forth between homes and continents. When we finally paused for breath, we realized something – since we all had the same mission, we had come up with a diverse list of taglines, but there were recurring themes and words. These were:
“Indian” * “Talented” * “Writers” * “Global”
So it was clear that we wanted to speak about our Indian roots, our exceptional network of more than 2000 writers and the fact that our clients come from around the world. But these words already existed in our old tagline – so why were we changing it? We decided it was time for some analysis. Each word was scrutinized, evaluated and critiqued. Here is what we found:
“Indian” – Most of our writers are Indian, so this seemed appropriate. There was the matter of the mind-block that many people have against “Indian English” – the typical, flowery-flowy style of writing that many Indian writers have. Did we want our customers to worry about that? On the flip side of the coin, Indian is who most of us are, and proud of it too. Our writers do not write the kind of English that customers would run away from – far from it – and they have proved it again and again with each successful project and assignment delivered beyond the client’s expectations. So, the final decision was – Indian stays (although we would be happy to include international writers, even if it means changing our tagline!).
“Talented” – Our writers come from a wide variety of fields. Many are professionals with experience and exceptional qualifications. All are devoted to writing. They are truly talented in that most of them juggle day-jobs, careers and families while fulfilling their dream of writing good, enriching content for our customers without sacrificing on quality. So, talented stays.
“Writers” – If you are a content company and deliver high quality articles, white papers, reports, newsletters, case studies and all sorts of written material to clients, it’s a fact that writers must be involved somewhere in the working of things, right? So could we replace this word? Of course: our writers are our talent.
“Global” – now here was a word that we were all drawn to. After you have completed projects for and interacted with clients from India, the US, the UK, China, Hong-Kong, Singapore, Taiwan, Australia, Canada, South Africa, Monaco and many more and after working with or discussing projects for clients from all these and more places, we think we have earned the word Global. So why not shout it from the rooftops?
Putting it all together:
Now, as per the descriptions of good taglines that we read about, it was clear that we couldn’t just string these words together and expect people to be impressed. So, we played around a bit, mixed and matched and came up with: Indian Talent, Global Content.
This sums up Chillibreeze as no other combination of words could. Our talent is Indian; the content we deliver is Global, not only in the diversity of our clientele, but also in the variety of services we provide. So there we have it – our new tagline, mint fresh and bursting with all our plans, expectations and hopes for what’s in store for Chillibreeze.
True Chillibreeze Style:
Once we had reached our decision and our core team had finished patting each others' backs, we did what every true Chillibreezer always does – decided to share the story, the process and the learning with anyone who might benefit from it. After all, if we could do it, so can you and if your website has a tagline that showcases your plans and objectives as well as we think ours does, we know you will remember us for it.
Summing it up:
So here is a summary of the entire process and the tips and pointers we want you to take away from this story:
A good tagline is worth spending some time and energy on.
Brainstorm words that reflect your mission and your objective.
Analyze, critique and don’t be afraid to reject.
Be creative, play around with your final selection and break the mold.
The shorter, the better
Keywords will get you everywhere
Aim to communicate your spirit
Don’t get carried away with making a splash – a simple phrase that sums up your website is worth more than a dazzling, false-sounding claim.
Involve your team – they are your spirit.
Drop us a line if this article helped you in any way. Remember, we’re always here to help. Needless to say, if you want something more than a tagline written, you know where to go – straight to our enquiry form.
Good luck with formulating your tagline!
Chillibreeze's disclaimer: The views and opinions expressed in this article are those of the author(s) and do not reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us to report any copyright issues related to this article.
Out of 5 “chilies”, our editorial team gave this article...
—About our writer:
Radhika says, "Being a Gemini, I have always led a dual life...a BA in English Literature, Post-grad in Mass Comm, training in TV, jobs for software companies and magazines...it's a long trail of both the roads taken. The one constant in my life is writing. I write everything - poems, limericks and rhymes; essays, stories, articles, features, reports, children's stories, technical manuals...as long as words are involved, I am happy."
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