The Brand Pyramid - Part 3

The Brand Pyramid - Part 3

A diamond is forever. Have you ever heard that statement before? You’ve probably heard it many times. It’s not just a statement, though. It’s the tagline for De Beers, a well-known diamond brand. It’s short, easy to remember, and easy to repeat, which is exactly what a tagline should be. Does your brand have a tagline? Do you need one? Today we’re on the third tier of the brand pyramid, so let’s talk about what taglines are and how they can be beneficial to your brand.


A tagline is a memorable motto or phrase that’s designed to serve as a permanent expression of your brand’s greater purpose or mission. Taglines are long-lasting, instantly recognizable with your brand, and have the goal of both attracting customers and remaining top of mind with your existing audience.

Examples of great taglines:

Disneyland: “The happiest place on Earth.”
Nike: “Just do it.”
De Beers: “A diamond is forever.”
MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”
BMW: “The ultimate driving machine.”
Allstate: “You’re in good hands.”
KFC: “Finger lickin’ good.”
Dunkin Donuts: “America runs on Dunkin.”
Wheaties: “Breakfast of champions.”
Lays: “Betcha can’t eat just one.”
Taco Bell: “Think outside the bun.”
Burger King: “Have it your way.”

So why are taglines important? A tagline is an easy way to make sure people remember your brand. It can help communicate your brand’s strengths or values. A tagline can serve as a reminder of the standard of service or quality that your brand promises to deliver. A tagline is another great way to establish an emotional connection with your customers. When your customers feel emotionally connected to your brand, they are more likely to purchase your product or service, and to stay loyal to your brand. 

Next week we’ll be talking about tier four of the brand pyramid: your biography.

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