Purpose
Generate a strategically organized spread of tagline options — from literal and functional to emotional and witty — grounded in a brand's actual values and audience, then pressure-test the strongest 8 for memorability, ownership, and usage fit. Solves the problem of taglines that are either generic, off-brand, or emotionally flat.
When to Use
Invoke this skill when the user asks to:
- Create a tagline, slogan, or brand line for a company or product
- Refresh or replace an existing tagline during a rebrand
- Develop a campaign line or seasonal brand message
- Generate tagline options for a client pitch or creative review
- Find a line that pairs with a specific brand name or logo lockup
- Explore functional vs. emotional vs. witty directions before committing
Inputs Required
Before starting, collect:
- Brand/product description: 2–3 sentences on what it is and what it does
- Brand values: 3–5 words or phrases describing what the brand stands for
- Target audience: Who the tagline needs to resonate with
- Desired feeling: The one emotion or reaction a customer should have
- Brand voice: Bold / warm / premium / playful / no-nonsense / other
- Differentiator: The single thing that sets this brand apart from competitors
- Lines to avoid: Any clichés, competitor lines, or directions that are off the table
If desired feeling or voice is missing, infer from the brand values and note the assumption.
Instructions
Step 1: Generate 30 Taglines Across 6 Registers
Each tagline must be filled in for this specific brand — no bracketed templates. Aim for 2–7 words each unless a register warrants longer.
Register 1 — Functional/Descriptive (5 taglines) State clearly what the brand does or delivers. Best for early-stage clarity and SEO.
- Lead with the benefit or category, not a feeling
- Avoid jargon; a stranger should understand it in one read
- Think: "The all-in-one payroll platform." / "Fresh meals, delivered daily."
Register 2 — Emotional/Human (6 taglines) Speak to how the brand makes people feel or what it lets them become. No product mention required.
- Anchor to the desired feeling provided
- Use "you" or implied second person where natural
- Think: "Belong anywhere." (Airbnb) / "Because you're worth it." (L'Oréal)
Register 3 — Aspirational/Purpose (5 taglines) Point to a larger belief, mission, or transformation the brand enables.
- Connect to the brand values, not just the product
- Frame the customer as the hero of a bigger story
- Think: "Just do it." (Nike) / "Think different." (Apple)
Register 4 — Witty/Clever (6 taglines) Use wordplay, double meaning, or a memorable twist. Must still be on-brand.
- Wit should reinforce the differentiator, not distract from it
- Test it out loud — clever that isn't clear doesn't survive
- Think: "Melts in your mouth, not in your hands." (M&M's) / "Eat fresh." (Subway)
Register 5 — Provocative/Bold (4 taglines) Challenge a category norm, make a claim, or take a stance.
- Only as bold as the brand voice supports
- Should feel confident, not aggressive for its own sake
- Think: "Impossible is nothing." (Adidas) / "Challenge everything." (EA)
Register 6 — Minimalist/Punchy (4 taglines) 1–3 words. Maximum memorability, works everywhere from a logo lockup to a hashtag.
- Prioritize rhythm and ownability
- Avoid words any competitor could also claim
- Think: "I'm lovin' it." (McDonald's) / "Open Happiness." (Coca-Cola)
Step 2: Deep Analysis on the Top 8
Select the 8 strongest across all registers and, for each:
- Register: Which strategy it came from
- Why it works: 2 sentences tying it to this brand's values, audience, and differentiator
- Memorability score: 1–10 based on rhythm, length, and stickiness — with one-line reasoning
- Ownership risk: Ownable / Generic / Likely used — flag any line a competitor could plausibly claim or that echoes a known slogan
- Best usage: Where it shines — logo lockup / campaign / packaging / social / website hero
- Voice fit: Confirm it matches the stated brand voice or note the tension
Step 3: Final Recommendation
Name one top tagline and one strong alternate for a different register. Give a decisive 2–3 sentence rationale explaining the trade-off between the two. Be opinionated — do not hedge across all 8.
Output Format
- Structure: 6 register-labeled lists → Top 8 deep analysis in structured bullets → Final recommendation with primary + alternate
- Length: 800–1,100 words
- Format: Scannable lists for the 30 candidates; structured bullets for the top 8
- Sections: 6 registers → Top 8 analysis → Final recommendation
- Tone: Creative and confident, but grounded in strategy — the reasoning should read like a brand strategist defending a choice, not hype
Quality Checklist
Before delivering output, verify:
- [ ] All 30 taglines are present (count them across all registers)
- [ ] Register counts match exactly (5, 6, 5, 6, 4, 4)
- [ ] Every tagline is filled in for this brand — no bracket placeholders or generic templates
- [ ] No line appears on the "avoid" list or obviously duplicates a famous existing slogan
- [ ] Top 8 each have a memorability score with reasoning and an ownership risk flag
- [ ] Final recommendation names a primary and an alternate — and commits to the primary
Notes
- Read the top candidates out loud before scoring — memorability lives in rhythm, and lines that stumble to say never stick
- Functional taglines age fastest; emotional and aspirational lines have the longest shelf life but demand a brand mature enough to earn them
- If two taglines score equally, favor the more ownable one — a slightly less clever line a competitor can't copy beats a brilliant one they can
- Advise the user to test any finalist against the logo lockup and one real ad before committing
How to use this skill
This file is a Claude Code skill in Anthropic's standard format — markdown with YAML frontmatter at the top.
Installing in Claude Code:
~/.claude/skills/<folder-name>/SKILL.md— auto-loads in every session anywhere on your machine (recommended for skills you'll use across multiple projects)<your-project>/.claude/skills/<folder-name>/SKILL.md— auto-loads only when working in that project (recommended for project-specific skills)
Restart Claude Code or open a new session to register.
Using in Claude.ai, ChatGPT, Gemini, or other AI tools:
- Drag this file into a new chat, or copy and paste its contents
- Send your task or request as your next message — the AI will apply the skill where it fits
For Claude Code skill details: https://docs.anthropic.com/en/docs/claude-code/skills