Develop an intelligent tagline that captivates your audience and distinguishes your biotech business from others and you are on your way to creating an enduring biotech brand.

“Just Do It.” “Think Different.” Take a look around, it’s easy to spot mainstream mega brands that have mastered this core element of brand building – an intelligent tagline. Nike and Apple are just two obvious examples of companies whose taglines have stood the test of time and continued to captivate their target audience with a simple underlying message – “We understand you.”

As biotech brand managers, your job is to understand your audience. An intelligent tagline incorporates that awareness into a simple phrase that immediately resonates with your audience and inspires them to take action.

Why Your Biotech Brand Needs a Tagline:
• It’s often the first and last point of contact with your audience.
• It’s the quickest way for a consumer to understand your unique value.
• It sets your brand tone.
• It can serve as a regular call to action.
• It becomes a continuous reminder of everything that your biotech brand represents.

Taglines That Build Enduring Brands Are:
• Simple. In just a few words, an effective tagline summarizes your brand purpose.
• Targeted. Enduring brands know their audience well. Your tagline should speak directly to their desires.
• Differentiating. A tagline describes your unique selling position, differentiating your biotech brand from competitors within the industry.
• Motivating. A tagline can encourage your audience to take action and interact further with your brand.
• Resolving. When it comes to crisis management, a powerful tagline can reinforce your brand commitment and offer the public relations support you need.
• Expressive. The words you chose and their visual style express your brand personality. Chose carefully as you continue to tell your unique story.
• Memorable. A lasting tagline accomplishes 3-4 of the above and is used consistently throughout your marketing efforts.

A Few Healthy Taglines That Sing:
• “Ambien: Works like a dream.” For the sleep deprived, the words “works” and “dream” quickly speak volumes to those who long for a good night’s sleep.

• “Aveeno: That’s the beauty of Nature + Science.” In the quest for beauty, today’s saavy skincare consumers are often looking for the perfect balance of natural products and scientific breakthroughs. Beauty, Nature, Science – Aveeno’s got it.

• “Claritin: Live Claritin Clear.” People with severe allergies have difficulty functioning through a daily routine. With Claritin the idea of “living clear” inspires consumers to take immediate action to gain the freedom they need.

It’s never too late to change or create a tagline.
A weak tagline dilutes your brand message and is often worse that having no tagline at all.

An intelligent tagline will help position your biotech brand more effectively, motivate your audience and enable you to build an enduring and memorable biotech brand.