What’s the difference between a slogan, tagline and strapline?
Slogan. Tagline. Strapline.
If you’ve ever nodded along while someone used these interchangeably, you’re not alone. They’re often thrown around as if they mean the same thing, even by people working in marketing and branding.
But while they’re closely related, they’re not identical. And understanding the difference can save you a lot of confusion when you’re trying to shape your brand’s messaging.
Let’s get into it:
Why it’s worth understanding the difference
At first glance, this can feel like semantics. Words about words. But getting clear here avoids a lot of frustration later on.
When brands don’t understand the role of a slogan, tagline, or strapline, they often end up:
writing something catchy that doesn’t really say anything
changing their messaging too often because nothing quite sticks
forcing one line to do too many jobs
feeling unsure why their “main line” isn’t landing
Each of these tools has a purpose. Once you understand what that purpose is, it becomes much easier to write something that actually works.
What Is a Slogan?
A slogan is usually campaign-based. It’s designed to support a specific product, promotion, or moment in time.
Slogans are often:
temporary
flexible
tied to marketing activity
more sales- or action-oriented
They’re the lines you’ll see in ads, billboards, seasonal campaigns, or launches.
Examples of slogans:
“Just Do It” (Nike, originally campaign-driven)
“I’m Lovin’ It” (McDonald’s)
“Because You’re Worth It” (L’Oréal)
While some slogans stick around for years, their role is still promotional. They’re built to move people, spark a feeling, or support a specific message, not to explain the brand in full.
When a slogan works best:
You’re running a campaign
You’re launching something new
You want a punchy, motivating line
You’re speaking to a specific audience or moment
A slogan doesn’t need to carry your entire brand story. It just needs to do its job well in context.
What Is a Tagline?
A tagline is broader and more enduring. It’s closely tied to your brand identity rather than a specific campaign.
Taglines tend to:
live with the brand long-term
appear alongside logos or brand names
sum up the brand’s positioning or promise
feel stable and recognisable
If a slogan is about now, a tagline is about who you are.
Examples of taglines:
Apple: “Think Different”
Airbnb: “Belong Anywhere”
LinkedIn: “Connect the World’s Professionals”
These lines aren’t trying to sell a specific feature. They’re communicating something deeper about the brand’s values, purpose, or worldview.
When a tagline works best:
You want to anchor your brand positioning
You’re building long-term recognition
You need a line that works across channels
You want consistency over time
A good tagline still needs to be clear, but it doesn’t need to explain everything. It should point people in the right direction and leave space for the rest of your messaging to do its work.
What Is a Strapline?
This is where things get a bit messier, because strapline is used differently depending on region.
In the UK and Ireland, strapline is often used as a catch-all term for what other markets might call a slogan or tagline. In practice, it usually means “the short line that sits under the logo.”
When used more precisely, a strapline is typically more descriptive.
Straplines often:
sit very close to the logo
explain what the business does or stands for
prioritise clarity over creativity
evolve as the business grows
They’re especially common in service-based and B2B businesses, where the name alone doesn’t immediately explain the offer.
Examples of straplines
“Helping businesses do X”
“Design, strategy, and growth”
“The world’s leading…”
When a strapline works best
Your brand name doesn’t clearly explain what you do
You need immediate clarity for new audiences
You’re in a crowded or complex space
You want something practical rather than poetic
A strapline is less about emotion and more about orientation. It answers the “what is this?” question quickly.
Do You Need All Three?
Short answer: no. Most brands don’t need a slogan, tagline, and strapline all at once.
Instead of asking, “Do I need a slogan or a tagline?”, try asking:
What do I need this line to do?
Who needs to understand it?
Where will it appear?
Is this for now, or for the long term?
Your answers will usually point you in the right direction.
If clarity is the priority, a strapline might be enough. If positioning is the goal, a tagline makes sense. If momentum and action matter, that’s where slogans shine.
