Hugues Joublin Scholarship

Hugues Joublin’s Tips on How to Come Up with a Brand Tagline

Hugues Joublin’s Tips on How to Come Up with a Brand Tagline

How often have you found yourself looking at an ad online, wondering what the product is about? What about a tagline that is too long and doesn’t add value to the body copy? Then there are the dread taglines that are a bit mouthful; these can be grating and groan-worthy.

Well, according to Hugues Joublin, creating a tagline is a form of art. The tagline should be small and resonate with your brand. One of the best examples is “Ba-da-ba-BA-BAAA. I’m Loving It” by Mcdonald’s. The story behind this jingle is that McDonald’s wanted to connect with its audience worldwide with a simple message that was understood in all languages. The result was highly successful because today, the simple phrase is stuck in our noggin, and singing brings a smile to our faces.

Before we talk about the tips, here’s a simple strategy that will help you start strong:

Hugues Joublin Says to Follow the KISS Principle





Your tagline shouldn’t work too hard to deliver a message. You need to come up with something small and simple. For example, “Just Do It” by Nike, “Finger-Lickin Good” by KFC, and “A Diamond is Forever” by De Beers.

Your slogan should market success and give customers an insight into your mission and vision.

Tips to Write the Perfect Tagline by Hugues Joublin

Tell Your Story

How did your brand come to be?

Was it a funny coincidence?

Were you singing a song and got stuck on a word?

Take the emotional and creative parts of your brand and communicate through them. Put your feelings into words and ensure they convey what you are selling.

Make It Memorable

Use rhyming words and structure to coin a distinctive phrase that is easy to remember. There are taglines that people like, and then there are ones people love singing. According to Hugues Joublin, the former requires creative thinking, and the latter is all about using your words carefully.

Know the Heart of Your Brand

Your tagline explains your brand’s purpose, values, mission, and vision. Take Mcdonald’s, for example. Through their tagline, they are trying to convey simple pleasures in life, no matter how old you are.

Clarity is the key here, which allows you to put your thoughts into words.

Describe Your Brand

Hugues Joublin says your tagline doesn’t necessarily have to be edgy and cool. The goal is to use as few words as possible and describe the brand to a T. How does your brand improve people’s lives? That’s the question you should answer with a creative twist.

To see how your tagline does in the real world, test it. Share it with your friends, mentors, and in your social circle. Ask them what they like and dislike about it. This step can help you improve and find a tagline that works for your business.

Remember: Your tagline is not a part of your logo. It defines your brand’s personality and tone. Hugues Joublin recommends choosing your words wisely because what you say through your tagline reflects on your brand. If you are in the healthcare industry, your tagline should be serious and promise comfort. If you are in the hospitality industry, your tagline should be upbeat.