Have you ever interacted with a brand or business and struggled to understand what it is they actually do or sell? Maybe you have followed them online, or ran across an ad or a website–and just can’t figure out what their point is.

I hate to break it to you, but that brand might be you.

What can you do about it? How can you make sure that people understand what you offer them and how it can impact your life?

A solid brand tagline is one of the first places to start.

A business or brand tagline is also known as an elevator pitch. It is simply the succinct sentence that sums up your business in a way that is easy to understand and connect with.

Third in the series about brand copy: how to write a brand tagline.

Pull out a pen and paper and let’s get started.

Who you are

The first thing you should write down is who your business is. Are you an online store? A website designer? Are you simply a writer or dreamer trying to monetize those things?

What you do

Now that you’ve written down your “title” or who you are, write down what you do. Do you write copy? (It’s me!) Do you design websites? Do you hand letter prints? You don’t have to write down every tiny task you do on this step, but more the final result or deliverable that you offer.

Who you serve

This next step often gets overlooked, but it’s crucial. Who is it that you offer this thing to? Most likely, it is not for the whole world. Zero in on the demographic of people that your service is designed for (my ideal client freebie can help with this). Are they fellow creatives? Tired moms? Energetic entrepreneurs? Write it down.

Why

What is the driving force behind what you do? Write it down. Is it so your audience has more time? Is it to empower financial growth? Your why is the foundation of your business, and it’s important to be able to articulate it.

Okay, now pull all those pieces and put them together into a sentence that is descriptive and easy to read.

Here’s mine: Studio Tell is a copywriting studio dedicated to clearly articulating creative businesses and helping you offer and sell your services without feeling like you are manipulating your clients or shouting to be heard.

Congratulations, you’ve completed your brand tagline!

Of course, the first draft may be a little rough. Take your time playing with it and tweaking it until it says these four points exactly the way you want to.

Now, go plug your new brand tagline into your website (or at least parts of it!). Now, you’ll have an answer ready to go when your uncle asks “What have you been up to these days?” at the family Christmas table.