Your tagline can be constructed in any way: admittedly short in two to five words, built up as a sentence, as single words or purely descriptive. Play with alliterations and assonances for a tagline that smoothly rolls off the tongue, and a touch of English if you want it to sound young and hip. Or limit yourself to a clear summary of your USPs. Anything goes, as long as your tagline does what it has to: answer the question of what added value your brand has for its target group. So brainstorm a go go and dare to go loco.

When looking for a solid tagline, your brand name is always a good starting point. After all, it is appropriate that one reinforces the other. Does your name already convey something about who you are or what you do? Or is it more creatively conceived, meaning your tagline should have a narrative rather than sentiment? Branding that is right down to the last detail is all about balance.

Take, for example, Karolien Lafaut, the project developer who carries her leading lady's name. The choice for personal branding requires additional definition of the industry or business activities. 'Live first class' perfectly encapsulates what Karolien Lafaut stands for: residential projects where quality of life is paramount.

Similarly, at family-owned business De Buf, specialising in truck bodybuilding and manufacturer of concrete mixers, we emphasised the primary goal and linked it to the construction sector with the bold words 'Built to work'.

We can conclude that - ideally - a brand name and tagline are determined in the same process. At MOQO, we prefer comprehensive branding processes from A to Z, so that we can ensure that all puzzle pieces that make up your brand story fall into place precisely.

Finally, be aware of the distinction between a tagline and a slogan. Whereas a tagline briefly and powerfully conveys the essence of the matter, a slogan is more of a motto. A catchy phrase that you use regularly in your communication and provides a certain recognisability, but does not necessarily cover the whole story. Thus, a slogan is more applicable in advertisements, employer branding campaigns or for social media purposes. We will be happy to help you with that too at MOQO, by the way!