What comes to mind when you hear the phrases “Just do it” or “Think different?”
Probably Nike and Apple.
These famous taglines have been ingrained into our psyche and are strongly associated with these brands.
Simply hearing these lines conjures up images and feelings around both brands because they are ubiquitous with them.
If you run a life coaching business, building a solid brand identity can help you stay in the minds of your customers and build trust with them.
Let’s explore how you can create life coaching taglines that show your target market at a glance what your business is all about.
What Are Life Coaching Taglines?
A tagline is a short catchphrase that brands use to capture their entire brand essence simply and easily for people to remember.
A good tagline also represents what your brand stands for and the value it provides to your audience. If repeated enough, the tagline becomes synonymous with the brand.
What’s the Difference Between Life Coach Slogans and Taglines?
Slogans and taglines have slightly different purposes. A tagline is a permanent phrase that reinforces your brand’s essence. On the other hand, slogans are temporary and particular to a specific marketing campaign.
Coaching slogans are less about communicating your values and more about encouraging people to resonate with a specific offer you’re selling at that moment. The ultimate goal of a slogan is to encourage someone to make a purchase.
Similar to taglines though, the best slogans are catchy and memorable. For example, L’Oreal’s “Because you’re worth it” is an advertising slogan that has stood the test of time and become synonymous with the brand.
The best coaching slogan shows how your current coaching program will benefit new clients. For example: “Disappear for a month to glow up” or “Live a prestigious life”.
Why Is a Tagline Important For Coaches?
Here’s why taglines should be a part of your brand strategy.
1. Create Trust
A strong tagline reinforces your brand’s identity. It consolidates your values, mission, the personal growth you offer, and your personality into one memorable phrase.
Studies have shown that 82% of people are more likely to buy from familiar brands they already trust. If used correctly, taglines help build that familiarity between your coaching brand and your audience.
2. Become Memorable
Want to stand out and entice potential customers to book that first call with you? Then you need to stick in their minds.
A great tagline will help customers remember your brand, even out of context, and enhance their brand awareness.
Building a memorable coaching brand will also encourage your customers to refer others.
3. Stand Out From the Crowd
Life coaches often struggle to stand out in a crowded marketplace. Your coaching tagline is your chance to show how you’re different from other coaches in your niche.
A tagline communicates your value proposition, why you’re unique, and why people should choose you over others with similar services.
4. Offer Clarity
A good tagline tells clients what they should expect from your brand clearly and succinctly.
People shouldn’t have to scroll through your entire website to grasp what you offer and whether it’s worth working with you. They should get what you’re all about at a glance.
Take Apple’s “Think different.” It reinforces the brand’s innovative image, attracting customers who see themselves as creative and forward-thinking.
Even with higher prices, Apple’s branding makes people believe they’re getting the best. For that reason, Apple has over 23% of the smartphone market share.
5. Build an Emotional Connection
A tagline can evoke positive emotions in your audience and help you build a connection with them.
If you can appeal to the desires and aspirations of your audience and show them a way to reach their goals faster, your brand will draw them in.
The right messaging and tagline leave the impression that you understand your audience’s struggles.
6. Communicate Consistently
Coaching taglines can help you build consistency across your channels and marketing materials.
Using your tagline in all your communication helps reinforce your message and create a consistent experience for people interacting with your business.
This will, in turn, reinforce your brand identity and make you memorable in the minds of your customers.
How to Create a Life Coaching Tagline in 5 Steps
Creating a tagline isn’t as simple as brainstorming words or phrases you like.
Your tagline has to be both memorable and meaningful. You need to ask yourself the right questions to find one that resonates.
Here are the five steps I take my clients through before creating their tagline.
1. Understand Your Clients
Your tagline doesn’t just represent what you do, but also what your clients want.
Ask yourself: What’s the one thing my clients most desire right now?
Think about how your coaching will help them take steps toward that desire. This will help define your core message.
For example, Visa’s tagline is “Everywhere you want to be.”
It speaks to an audience that desires hassle-free spending, even while traveling.
Visa’s tagline answers this desire hinting at the global reach of the brand and its cards accepted by all businesses around the world.
Similarly, widower coach Richard Strother focuses on what his clients need: To reinvent themselves and find new love.
On his website, he features the following tagline to articulate that.
2. Show What You Stand For
Your tagline should highlight what makes you different and why clients should choose you. People buy based on the benefits you offer, so make that clear.
Ask yourself:
- What sets me apart from other coaches?
- What value do I bring to my clients?
- What do I stand for?
A great example is Southwest’s tagline: “Low fares. Nothing to hide. That’s Transparency.” It reassures customers they’ll get the best price with no hidden fees, aligning perfectly with the brand’s commitment to honesty.
Your tagline should do the same: capture your values and show clients exactly why you’re the right choice.
3. Keep It Simple
The best taglines are short and powerful. Every word should matter and resonate with your audience.
Ask yourself: Can I make this even simpler?
Nike’s “Just do it” tagline has three words, yet they inspire action, determination, and pushing past limits.
Boiling your brand down to just a few words is tough, but simplicity is what makes a tagline unforgettable.
David Hutchins, career coach, opens his introduction with “Leadership exists at every level.” This statement puts his services into context without overcomplicating his message.
4. Make Them Feel Something
Your tagline isn’t just about your business. It should spark emotion in potential clients and make them feel you’re the right person to help them.
Emotion drives decisions. Research shows that 95% of purchases happen on a subconscious level.
Ask yourself: What feelings do I want my clients to associate with my brand?
It could be happiness, freedom, confidence, or belonging, whatever resonates most with your target audience persona.
For example, “Every kiss begins with Kay” ties jewelry to love and romance. “Belong everywhere” by Airbnb evokes a sense of acceptance and feeling at home anywhere in the world.
Your tagline doesn’t need to state the emotion explicitly; it just needs to make people feel it.
5. Live Up to Your Tagline
A great tagline means nothing if your brand doesn’t deliver on it.
Take United’s “Come fly the friendly skies.” It lost credibility when viral incidents and rising fees made flying with them feel anything but friendly.
Ask yourself: Can I consistently deliver an experience that matches my tagline?
Drybar, a premium haircare brand, does this well with “No cuts. No color. Just blowouts.” Every product and service they offer reinforces that promise, building trust with customers.
Your tagline sets an expectation—make sure your coaching business lives up to it. When you consistently deliver, clients will trust you, refer you, and keep coming back.
Now, let’s bring it all together!
How to Craft Your Coaching Tagline: Examples That Work
Start by writing a simple sentence that captures what you do.
For example, if you’re a health coach for moms, your clients might struggle to balance family life with strict diets. Your key message could be:
“Being healthy doesn’t mean overhauling your lifestyle.”
Now, let’s refine it. We’ll keep the core idea but make it punchier:
“Undiet Your Life.”
“Live Your Life, Not Your Diet.”
“Health Made Easy.”
Now, let’s add some emotion. For example, you may try:
“Don’t Diet. Live Healthy, Be Happy.”
“Healthy, Happy, Free.”
There’s no one right way to create a tagline. Test different versions with your ideal clients to see what resonates.
Great coaching taglines often reflect empowerment, personal development, and resilience. Here are some examples:
Life Coaching Taglines
- Unlock Your Potential, Live Your Best Life
- Helping You Thrive, Not Just Survive
- Your Life, Your Rules, Your Growth
- Elevate Your Mindset, Elevate Your Life
Mindset Coaching Taglines
- Rewrite Your Story, Redefine Your Future
- From Stuck to Unstoppable
- Empower Your Mind, Empower Your Life
- Break Barriers, Build Dreams
- Small Shifts, Big Impact
Health Coaching Taglines
- Healthy Living, Simplified
- Wellness Without the Overwhelm
- Ditch the Diet, Live Fully
- Balance, Nourish, Thrive
- Stronger Body, Stronger Mind
Career Coaching Taglines
- Your Next Level Starts Here
- Where Ambition Meets Action
- From Dream Job to Reality
- Master Your Mindset, Master Your Career
- Lead with Confidence, Succeed with Purpose
Relationship Coaching Taglines
- Love with Intention, Live with Passion
- Strong Relationships Start with You
- Confidence in Love, Clarity in Life
- Rewrite Your Love Story
- Find Love, Build Connection, Create Joy
The key? Keep it simple, meaningful, and true to your coaching style. A great tagline isn’t just catchy; it’s a reflection of who you are.
How to Use Your Coaching Tagline in Your Marketing
Your tagline is often the first impression people have of your brand. It should be front and center when potential clients visit your website, see your social media, or engage with your marketing.
First, ensure that your brand experience aligns with your tagline. If there’s a disconnect, you may need to refine either your branding or your tagline to create a cohesive message.
Once you have a tagline that fits, here’s how you can integrate it into your marketing:
- Incorporate it into your logo: Just like Nike’s swoosh with “Just do it,” or how Apple has linked its branding to simplicity, you can pair your tagline with your logo for instant recognition.
- Use it in your advertising: This is the most common way to reinforce your tagline. Feature it in social media graphics, ad campaigns, or as a closing line in your videos.
- Make it a signature sign-off: End your blog posts, emails, or coaching workbooks with your tagline as a memorable takeaway. For example, if your tagline is Live Your Life, Not Your Diet, you could sign off emails with: And remember, live your life, not your diet!
No matter how you use it, consistency is key. The more often your target market sees and connects with your tagline, the more powerful it becomes.
Start Attracting Your Dream Clients
A great tagline is more than just words; it’s a powerful tool that helps you stand out, build trust, and connect with the right clients.
But branding is just one piece of the puzzle. To grow your coaching business, you need a system that streamlines your admin and client management.
That’s where Paperbell comes in. It’s an all-in-one platform designed to help coaches run their businesses, from your website and bookings to your contracts and feedback surveys.
Ready to take your coaching practice to the next level? Try Paperbell for free with your first client.
Editor’s Note: This post was originally published in May 2023 and has since been updated for accuracy.
