Straplines are snappy phrases that tie into your firm's USP to help customers figure out why they should choose you, over your competitors. While your business name expresses who you are, your strapline can convey what you do, and why you're the best option in the market.

What is the purpose of a strapline?

A strapline sums up the essence of a brand or company. It does more than describe what the product does; it should encapsulate what the company stands for, its values and its personality. It should be short enough to be remembered and memorable enough to stand the test of time – always a sign of successful thinking.

What is a strapline in a book?

A tagline appears on the front cover of a book and, along with the cover image and title, a tagline's job is to: interest and compel the reader enough to want to buy/read the book. subconsciously reassure the reader the book is right for them, through its deliberate, genre focused wording.