A strapline, also known as a slogan, is a sentence attached to a brand name. The purpose of the strapline is to create or re-enforce the brand identity. A strapline might include the name of the brand, but does not have to, as a rule. e.g Beanz Meanz Heinz.

A good strapline should opitimise the brand's personality and should be highly memorable. Straplines should aviod being 'all things to all people' and should give an asprirational quality to the brand.

A highly over used strapline is the variation on the theme of 'For Life'. Many brands have adopted this as their strapline, yet it says very little about what their product does or even how the brand can help improve your life.

Gold Ad-Vice: Try not to include the words 'For Life' in any strapline.

Some examples of straplines

Nike: Just do it.
Nokia: Connecting people
HSBC: The world's local bank