Developing a tagline to enhance and further position a brand is a natural and efficient extension of our naming services (and it’s fun!).

Powerful slogans are a great way to emotionally engage external audiences, galvanize internal ones, and improve brand recall. With the right tagline (also called a slogan or a strapline), you can reinforce messaging evoked by the brand name or provide new and complementary messaging. A functional tagline can help ground an abstract name, and an aspirational tagline can elevate a straightforward name.

A tagline may become a permanent part of a brand or may change over the years to support specific marketing goals and campaigns. “Just Do It,” probably the most famous tag ever, pushed Nike into the public consciousness far beyond sneaker consumers and is still being used 30 years later. Coca Cola has had dozens of taglines in its 100+ years, which express different aspects of the brand: “Delicious and refreshing,” “It’s the real thing,” “Coke adds life,” “Taste the Feeling.”

On the other hand, sometimes what’s needed is not a clever tagline but a word or phrase that plainly describes what your brand is — what we call a descriptor. Appending a descriptor to a brand name can be very helpful when you want to identify the industry or product category to which a brand belongs.

A descriptor is also a godsend if you’re looking for a way to expand upon a brand name to create an available domain name. We use one ourselves in our domain: catchwordbranding.com.

Have a peek at some of our Taglines & Descriptors.

How to Work with a Naming Company

Latest Name Review

Dip name review from CatchwordKroger is known for groceries, operating 2,800 retail stores under a variety of names. Food accounts for 94% of their total sales. Yet some of their stores, like Fred Meyer and Kroger Marketplace, offer non-grocery items as well, including apparel. Until now, these private labels haven’t been unified. But this week 300 of these stores will start carrying Kroger’s new exclusive clothing line, which they’ve named Dip.

Dip has a ton of meanings, most of which are a good fit for this brand. It brings to mind a tasty accessory, easy and casual, fun, festive. It proudly embraces Kroger’s status as a grocery giant. Kroger described Dip apparel as “simple, fresh and goes great with everything.”

With most of the pieces priced under $20, this is fashion you can “dip into” when you feel like it. Store signage further suggests the brand has a flavor for every palate: you can dip into style or action or cuddles or “awwww.” 

It’s immersive, brief but satisfying – a quick dip in the pool makes everyone feel better. And there’s more: price dip, skinny dipping, dip your partner in dancing, slang for leave abruptly, even diploma. All good.

However, dip has a few negative associations that can’t be ignored. Dippy, dipsh*t, dip stick, dip tobacco. For some of us Gen Xers, the connection with stupidity is pretty tight when the word is presented on its own. At least one marketing expert believes this negative connotation is a big mark against Dip.

Dip name review from CatchwordBut brand names don’t exist in a vacuum. Visual ID, tagline, packaging, and of course the product line itself contextualize and define the name. In 2010, the new iPad was lampooned for the name’s feminine product association, despite the word’s other relevant meanings. No one makes those connections now.

Dip is fun, memorable, and expresses many spot-on-brand messages. The stupidity connection will hang some folks up a bit at first, but the word’s positive meanings, supported by the brand’s positioning and marketing more than make up for that. I’ve already moved beyond it, and I haven’t even been in a store.

Ultimately, a small minority of Kroger customers may forever think of dipsh*t when they hear “Dip.” But if they see a cute sweater for $19, will the Dip label stop them from throwing it in the cart along with the cookies and cabernet?

The stupidity connection will hang some folks up a bit at first, but the word’s positive meanings, supported by the brand’s positioning and marketing as more than make up for that.