A tagline (also referred to as a motto or slogan) is one of the communication tools companies use to convey an attitude or personality, create culture and engage the target audience. It’s a short phrase (think 3-5 words) that serves as a battle cry for your cannabis or hemp brand. It’s inspirational more than it is informative, and its goal is to motivate or intrigue your audience/consumers. Taglines also differentiate an organization from its competitors. At Potency, we specialize in messaging and tagline development.
Taglines
A versAtile storytelling tool
Some of the most famous taglines came from brand giants like Nike (“Just do it”) and Apple (“Think different”). But that doesn’t mean smaller brands can’t use them as well.
Montreal-based handbag company Matt & Nat embraced the tagline “Live beautifully,” which is imprinted on all of their products. As they explain on their website
At Matt & Nat, we live by a simple motto, “Live beautifully.” Living beautifully means appreciating the humanity, creativity and positivity found in all of us. Our values include social responsibility, excellence, inclusiveness, integrity, learning, authenticity and, of course, love.
They go on to talk about their commitment to sustainability through the use of recycled materials. You’ll notice there’s no literal explanation of their products (through the use of words like: purses, backpacks, wallets, etc.) in their company name or tagline. Instead, they focus on telling a compelling story that’s memorable. Their company name contributes to that narrative by pulling from the words “material” and “nature.”
Magic Hour worked with Potency to develop their cultivation and lifestyle brand. They have a great approach to growing cannabis: let the plant express itself. This cool curiosity became the foundation of their brand voice.
The Potency Approach to Taglines
The best taglines speak directly to the target audience. Most often, these taglines are directives. At Potency, we believe every tagline should meet our S.U.R.E. criteria, which stands for: simple, unique, relevant and engaging.
Taglines by Potency
The Agrestic / “For rights and luxuries”
The Agrestic is a high-end cannabis retailer based in Corvallis, Oregon.Jefferson State Farms / “Freedom under the sun”
Jefferson State Farms is a cultivator located in the Southern Oregon sector of ‘The Emerald Triangle’, the largest cannabis-producing region in the United States.Upward / “Giving rise to culinary wonders”
Upward is a food and beverage brand that specializes in cannabis-infused kombucha and tea.Indorz / “Innovations for growth”
Indorz is an international holistic cultivation technology company that provides hardware and automated data solutions for large-scale grow facilities.Magic Hour / “Take Time”
Magic Hour is a Portland-based cannabis cultivator and a lifestyle brand that deepens diversity in the cannabis industry.