Why every great name needs a strapline

This is where the humble strapline comes in. A good strapline isn’t just an add-on – it’s the finely honed proposition that takes your brand name from good to unforgettable.

Why names without stories fall flat

A strong name sparks curiosity. But curiosity dies fast if you don’t give people a reason to care. The truth is, names on their own rarely tell the whole story. That’s where so many brands struggle – they expect a name to do the heavy lifting, then wonder why no one gets it. Simply put, your brand needs lore.

The role of the strapline

A great strapline doesn’t explain – it expands. It takes the name and pulls it into your audience’s world. Here are a few examples you probably know pretty well.

• Just Do It — Nike (Action, challenge, belief)

• Because You’re Worth It — L’Oréal (Emotional connection, justification)
• The Best a Man can Get – Gillette (Positioning, aspiration, attitude)

The strapline tells people not just who you are, but why it matters. It signals what you stand for, what you deliver, or how you want to change the world.

Why does a story matter in naming?

Story gives the name depth. Without story, a name is just a word. With it, it’s a movement. Lister Shearing may have had decades of history behind them, but nobody can remember who the Lister who started it was. So when we gave them the strapline ‘A Way Of Life’, it truly resonated with the customers who use their products day in, day out.

To that end, a story makes the brand stick. That’s what people remember most – not whether the comb for your shearing handpiece has 10 teeth or 12. It’s how we took Lister’s new combs and helped them to sell more in six weeks than they had in the previous six months.

A good strapline can also help you align the team internally – when they can get behind the story, it becomes the reason they show up and care.

How do you get your strapline right?

Firstly, you need to start with the why. What change are you making in the world, and what’s the problem only you can solve? Then, make sure you’re crafting a strapline that amplifies your name, and doesn’t compete with it. Finally, pressure test it – if your team can’t remember it, or want to rally around it, nobody else will.

The bottom line

A name opens the door. The story gets people to step inside. If you want your brand to work harder, last longer, and mean more, don’t just stop at a cool-sounding name.

 Build the story. Write the line. Make it unforgettable.

If that sounds a bit out of your wheelhouse, then we’d love to help. Give us a call or send us an email and we’ll help take you to a brand new level.