Personal Tagline Examples: 50+ Real Examples and 5 Formulas to Create Your Own

Your LinkedIn headline has about 3 seconds to make an impression. Your resume tagline gets even less. The question is: what 5-7 words can capture your unique value in a way that people actually remember?

A personal tagline is a short phrase that sums up your unique promise of value and helps you stand out professionally. Research published in Frontiers in Psychology shows that personal branding, including effective taglines, positively impacts career success and employability. But here’s the thing: most people’s taglines sound like everyone else’s.

Key Takeaways:

• Keep it short: Effective personal taglines are 2-7 words (ideally 2-4) for maximum versatility across LinkedIn, resumes, and business cards
• Clarity beats cleverness: Research shows authenticity and clear messaging matter more than witty wordplay—prioritize being understood over being cute
• Use proven formulas: Five tested formulas help you create taglines that communicate value— “What I do + unique way,” “Who I serve + transformation,” and “Role + specialty + differentiator”
• Personal branding drives career success: Studies confirm that effective personal branding—including memorable taglines—increases employability and career satisfaction

Table of Contents

1. What Is a Personal Tagline?
2. Tagline vs. Slogan vs. Motto: What’s the Difference?
3. 50+ Personal Tagline Examples by Profession
4. 5 Proven Formulas for Creating Your Tagline
5. Step-by-Step: Create Your Personal Tagline
6. Best Practices: Length, Tone, and Clarity
7. Common Mistakes to Avoid (With Before/After Examples)
8. Where to Use Your Personal Tagline
9. Testing Your Tagline

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I know creating a personal tagline can feel uncomfortable—even a little narcissistic. That’s normal. But here’s the thing— if you don’t define your value, someone else will (or worse, no one will).

This article gives you everything you need to create a tagline that sounds like you, not like corporate buzzword bingo. You’ll get 50+ real examples across different professions, 5 proven formulas to adapt, and a step-by-step process you can start using today.

Tom Peters published “The Brand Called You” in Fast Company in 1997, essentially launching the personal branding movement. His core idea was simple— we’re all CEOs of our own companies, “Me Inc.” Personal branding isn’t vanity—it’s strategy.

So let’s start with the basics— what exactly is a personal tagline, and why does it matter for your career?

What Is a Personal Tagline?

A personal tagline is a short phrase—typically 2-7 words—that follows your name and sums up your unique promise of value. It communicates your personality, what you do, and who you help in a way that’s memorable and clear.

Think of it as your one-liner elevator pitch. According to Jobscan, your LinkedIn headline functions exactly like a personal tagline—it tells recruiters, clients, and connections who you are and what you offer in seconds.

Dummies defines a tagline as “a phrase that follows your personal brand name and sums up your unique promise of value.” That’s exactly right. Your tagline should do three things—

1. Differentiate you from others in your field
2. Create a memorable first impression that sticks with people after you’ve met
3. Support your career goals by positioning you as the go-to person for something specific

Here’s where you’ll use it—

• LinkedIn headline (your most important professional presence)
• Resume header (right under your name)
• Business cards (under your title)
• Email signature (after your name and role)
• Social media bios (Instagram, Twitter/X, TikTok)
• Website About page (as your H1 or subheading)
• Networking introductions (your spoken one-liner)

Your tagline should sound like you, not like everyone else. The fear that you’ll sound generic is real—I get it. That’s why specificity matters more than cleverness.

Here’s what people get wrong— they think a tagline needs to be witty or profound. It doesn’t. It needs to be clear and true. “Helping B2B founders tell stories that convert” beats “Chief Dream Enabler” every time because people actually understand what you do.

So how is a personal tagline different from a slogan, motto, or elevator pitch? Let me connect the dots.

Tagline vs. Slogan vs. Motto vs. Elevator Pitch: What’s the Difference?

The difference between a tagline and elevator pitch is length and format— taglines are 2-7 words and written, while elevator pitches are 30-60 seconds and spoken. But there’s more to the story.

Most people use these terms interchangeably—and honestly, that’s fine in casual conversation. But if you want to be strategic about your personal branding, here’s what actually matters.

Chevron Editing provides a useful test— “If multiple generations can recite the phrase, it’s likely a tagline.” That’s permanence. Taglines stick around. Slogans change with campaigns.

Here’s how I think about it—

Type	Length	Purpose	Usage	Permanence	Example
Personal Tagline	2-7 words	Represents your core brand identity	LinkedIn, resume, business card	Permanent (but can evolve)	“Helping B2B founders tell stories that convert”
Slogan	6-10 words	Campaign-specific messaging	Marketing campaigns, specific projects	Changes per campaign	“Your 2025 Revenue Growth Partner”
Motto	5-12 words	Internal values/philosophy	Personal motivation, team culture	Permanent (deeply held belief)	“Do the right thing, even when no one’s watching”
Elevator Pitch	30-60 seconds	Conversational introduction	Networking, spoken introductions	Adapts to context	“I’m a career coach who helps engineers transition into leadership roles. Most of my clients are…”
Personal Brand Statement	5-6 sentences	Comprehensive professional description	Website About page, LinkedIn summary	Semi-permanent (updated yearly)	“I’m a fractional CMO with 15 years of experience helping B2B SaaS companies scale from $1M to $10M ARR. My approach combines…”

The key distinction comes from LinkedIn’s career advice— “Your personal brand statement is a static and general description, while your elevator pitch is dynamic and adapted to the person you are talking to.” Your tagline lives between these two—it’s more specific than a motto but shorter than a pitch.

Here’s the same person’s different formats—

• Tagline: “Career Coach for First-Time CTOs”
• Motto: “Leadership is learned, not inherited”
• Elevator Pitch: “I help first-time CTOs build high-performing engineering teams without burning out. Most of my clients are promoted from within and suddenly managing 20-50 people…”
• Brand Statement: “I’m a leadership coach specializing in technical executives who are navigating their first CTO role. Over the past decade, I’ve coached 100+ engineering leaders through the transition from IC to executive…”

Most people use these terms interchangeably, and that’s fine. But if you want to be strategic, here’s what matters— your tagline is your permanent, portable identity line. Everything else adapts.

Now that we’ve cleared that up, let’s look at 50+ real examples of personal taglines that actually work.

50+ Personal Tagline Examples by Profession

The best way to understand effective personal taglines is to see them in action. Here are 50+ real examples organized by profession, with notes on what makes each one work.

William Arruda, personal branding pioneer, says— “What makes you unique makes you successful.” These examples prove it. Notice how the best taglines avoid generic buzzwords like “innovative” or “results-driven.” They’re specific about what they actually do.

Entrepreneurs & Business Owners

Entrepreneurs need taglines that communicate both what they build and why it matters. Here are examples that nail it—

• “Fresh groceries right to your doorstep”—Clear benefit, immediate understanding, no confusion about the business model
• “Making everyday extraordinary”—Aspirational but still grounded; works for lifestyle brands
• “Yes You Candles”—Clever wordplay that doesn’t sacrifice clarity (you immediately get what they sell)
• “Your story, beautifully preserved”—Perfect for photography or memoir services; emotional benefit clear
• “Minimalistic Brand & Web Design for Bold Businesses”—Style (minimalistic) + audience (bold businesses) = clear positioning

Some of these sound cheesy, I know. But here’s the thing— they work because people remember them. “Fresh groceries right to your doorstep” tells you exactly what you’re getting—no decoder ring needed.

Coaches & Consultants

Coaches and consultants need taglines that clearly communicate their specialty and the transformation they provide. Here are examples that work—

• “Helping B2B founders tell stories that convert”—Specificity wins— B2B (not all), founders (not all), stories (method), convert (outcome)
• “The Brand-to-Land Coach for gutsy CEOs”—Clear specialty (branding for job search) + clear audience (CEOs) + personality (gutsy)
• “Making accounting personal”—Takes something impersonal and flips it (memorable contrast)
• “Your Social Media, Simplified”—Addresses pain point (overwhelm) with promise (simplification)
• “Feel Better, Live Larger”—Transformation-focused, emotional benefit clear
• “Empowering solopreneurs to scale without burnout”—Who (solopreneurs) + what transformation (scale) + how it’s different (without burnout)
• “Legal mind, coaching heart”—Perfect for career changers; honors past, embraces present
• “Building websites that convert for coaches”—Specific outcome (convert) + specific audience (coaches)
• “Career Coach for Engineers”—Straightforward, no fluff, immediately clear
• “Helping first-time CTOs lead with confidence”—Narrow audience (first-time) + emotional outcome (confidence)

I love that “Legal mind, coaching heart” example because it solves a real problem career changers face— how do you honor your past without being stuck in it? That tagline does both.

Quick note: Don’t feel like you need to read every example. Scan for the categories most relevant to your field, notice what patterns work, then skip to the formulas in the next section where you’ll create your own.

Creatives & Makers

Creatives need taglines that show personality alongside skill. Here’s what works—

• “Stories on skin since 2010”—For tattoo artists; personal + specific + establishes longevity
• “Designing brands that tell your story”—Client-focused, not creator-focused (smart positioning)
• “Where words meet wonder”—For writers; poetic but still clear about the medium
• “Handcrafted with love and purpose”—Artisan positioning; values-forward
• “Photography that captures who you really are”—Promise of authenticity (what clients actually want)
• “Turning ideas into visual magic”—For designers; process-focused, outcome-focused
• “Custom furniture for unique spaces”—Specific craft + specific benefit
• “Your playlist curator”—For DJs/music consultants; service crystal clear

“Where words meet wonder” could border on too clever, but it works because “words” immediately tells you this is a writer. The “wonder” part adds personality without sacrificing clarity.

Job Seekers & Career Changers

Job seekers need taglines that position them for their next role, not just describe their last one. Career changers need to bridge past and future. Here’s how—

• “Marketing Professional Transitioning to UX Design”—Honest about the journey; shows direction
• “Data-Driven Marketing Leader | B2B SaaS Specialist”—Approach (data-driven) + role + focus
• “Helping Companies Build Remote-First Cultures”—Positions expertise even while job searching
• “Experienced PM Seeking Product Leadership Role”—Clear about what you’ve done and what you want
• “From Law to Leadership Coaching”—Career pivot made explicit
• “Tech Sales Leader | Open to Fractional CMO Opportunities”—Current role + future interest
• “Recent MBA Grad Passionate About Sustainability”—Credential + values + direction
• “Software Engineer Specializing in Healthcare Tech”—Skill + industry niche

That “From Law to Leadership Coaching” example is so smart for career changers. It doesn’t pretend the past doesn’t exist—it makes the transition itself part of the brand.

Executives & Leaders

Executives need taglines that establish authority and scope without sounding pompous. Here’s what works—

• “CEO | Building Mission-Driven Tech Companies”—Role + values + industry
• “CFO Specializing in High-Growth SaaS”—Role + specific expertise
• “VP of Sales | Scaling Teams from 5 to 50”—Role + specific capability (quantified)
• “Executive Coach for First-Time CTOs”—Specialty super narrow (that’s good)
• “COO | Operational Excellence for Healthcare Startups”—Role + strength + industry
• “Fractional CMO for B2B Companies $1M-$10M ARR”—Specific business model + specific client size
• “Chief People Officer | Culture Architect”—Role + unique angle
• “Managing Partner | M&A Advisory”—Role + service line

Notice how “Scaling Teams from 5 to 50” gives you a specific, quantified capability? That’s so much better than “Results-driven sales leader.”

Freelancers & Solopreneurs

Freelancers need taglines that make their specialty and availability immediately clear. Here’s how—

• “Freelance Writer | Tech & SaaS Content”—Work model + niche
• “Brand Designer for Mission-Driven Startups”—Service + ideal client
• “WordPress Developer Available for Contract Work”—Skill + availability signal
• “Copywriter Who Doesn’t Sound Like a Copywriter”—Personality + differentiator
• “SEO Expert for B2B SaaS Companies”—Skill + industry specialization
• “Fractional CMO | Marketing Strategy That Actually Works”—Role + implicit critique of competitors
• “Your On-Demand Graphic Designer”—Service model clear, benefit implied
• “Freelance Video Editor | Brand Stories & Testimonials”—Skill + content types

That “Copywriter Who Doesn’t Sound Like a Copywriter” line is risky but works if your audience is exhausted by typical marketing copy. It’s self-aware and promises something different.

These examples show what’s possible—but how do you create your own? Let’s look at five proven formulas you can use.

5 Proven Formulas for Creating Your Tagline

You don’t have to start from scratch. Five proven formulas help you create taglines that communicate clear value— what you do + how you do it differently, who you serve + the transformation you provide, and three more approaches that work.

I’m curious which formula resonates with you. Try them all before deciding.

Formula 1: “[What I do] in [unique way]”

This formula highlights your competitive advantage—the thing that makes you different from everyone else doing what you do.

Joyful Business Revolution calls this the “I do {this thing} in {this way}” formula, and it works because it immediately communicates your differentiator.

When to use it: When your method, speed, or approach is your main selling point.

Examples:

• “Website design done in two weeks”—Speed is the differentiator
• “Fresh groceries right to your doorstep”—Convenience is the differentiator
• “Legal services without the legal jargon”—Clarity is the differentiator
• “Accounting made simple”—Simplicity is the differentiator

Formula 2: “[Who I serve] + [transformation I provide]”

This formula focuses on your ideal client and the specific outcome you deliver for them. It’s client-centric, which is smart positioning.

When to use it: When you have a narrow, well-defined audience and a clear transformation.

Examples:

• “Helping B2B founders tell stories that convert”—Audience (B2B founders) + transformation (stories that convert)
• “Empowering solopreneurs to scale without burnout”—Audience (solopreneurs) + transformation (scale without burnout)
• “Helping first-time CTOs lead with confidence”—Audience (first-time CTOs) + transformation (lead with confidence)
• “Building websites that convert for coaches”—Audience (coaches) + transformation (websites that convert)

Formula 3: “[Role] + [specialty] + [differentiator]”

This is the safest bet if you’re not naturally clever with words. It’s clear, professional, and works in any context.

When to use it: When clarity and credibility matter more than personality. Great for LinkedIn, resumes, professional contexts.

Examples:

• “SEO Expert for B2B SaaS Companies”—Role (SEO Expert) + audience (B2B SaaS)
• “Executive Coach for First-Time CTOs”—Role (Executive Coach) + audience (First-Time CTOs)
• “Fractional CMO for Healthcare Startups”—Role (Fractional CMO) + industry (Healthcare Startups)
• “Brand Designer for Mission-Driven Companies”—Role (Brand Designer) + audience (Mission-Driven Companies)

Formula 3 is the most common for good reason—it just works. You can’t really go wrong with it.

Formula 4: “[Action verb] + [benefit] + [for audience]”

This formula leads with the action and outcome, making it very benefit-forward.

When to use it: When you want to emphasize results over credentials.

Examples:

• “Simplifying social media for busy entrepreneurs”—Action (simplifying) + who (busy entrepreneurs)
• “Building brands that tell your story”—Action (building) + benefit (tell your story)
• “Designing websites that convert”—Action (designing) + benefit (convert)
• “Creating content that actually gets read”—Action (creating) + benefit (gets read) + implicit differentiator

Formula 5: “[Identity statement] + [value proposition]”

This formula blends who you are with what you offer. It’s more personal and can show career transitions beautifully.

When to use it: When your identity or background is part of your differentiator. Great for career changers.

Examples:

• “Legal mind, coaching heart”—Identity (legal background + coaching present)
• “Engineer turned entrepreneur”—Identity (career transition)
• “Mom of 4 | Business Coach for Parents”—Identity (parent) + role (coach for parents)
• “Minimalistic design for bold businesses”—Style identity (minimalistic) + audience (bold businesses)

You might try a formula and hate what you come up with. That’s fine—try the next one. The goal isn’t to get it perfect on the first try. The goal is to give yourself options.

Now that you have formulas to work with, let’s walk through the actual creation process step-by-step.

Step-by-Step: Create Your Personal Tagline

Creating your personal tagline takes iteration, not inspiration. Here’s the 7-step process I recommend— define your value, brainstorm options, edit for brevity, test memorability, get feedback, refine, and implement.

I want to give you permission to write taglines you don’t fully believe yet. That’s part of the process. You’ll hate 90% of what you write in Step 2—everyone does.

Step 1: Define your unique value in one sentence

Start with a longer version first. Use this prompt—

“I help [who] achieve [what] by [how].”

Don’t worry about brevity yet. Just get the full thought down.

Example: “I help burned-out entrepreneurs find sustainable business models by clarifying their purpose and aligning their work with their values.”

That’s 20 words—way too long for a tagline. But it’s clear. And clarity comes first.

Step 2: Brainstorm 10-20 options using the 5 formulas

This is where quantity matters more than quality. Pamela Wilson, copywriting expert, recommends writing at least a dozen taglines to get one good one. She’s right.

Use the formulas from the previous section. Write options you’re not sure about. Write options that feel too bold or too safe. Just write.

From our example sentence, here are 10 options:

1. Helping entrepreneurs find sustainable success (Formula 2)
2. Purpose-driven business coaching (Formula 3)
3. From burnout to balance (Formula 5)
4. Business Coach for Purpose-Seeking Entrepreneurs (Formula 3)
5. Building businesses that don’t burn you out (Formula 4)
6. Your guide from hustle to harmony (Formula 2, poetic)
7. Sustainable business models for mission-driven founders (Formula 2)
8. Clarity coach for entrepreneurs (Formula 3, simplified)
9. Aligning profit with purpose (Formula 5)
10. Business Strategy That Honors Your Values (Formula 4)

Some of these are terrible. That’s fine. You need volume to find the gems.

Step 3: Edit for brevity (aim for 2-7 words)

Now cut everything non-essential. Remove generic words (innovative, dynamic, results-driven). Get ruthless.

From our list, let’s edit—

• “Helping entrepreneurs find sustainable success” → “Sustainable Success for Entrepreneurs” (4 words)
• “Business Coach for Purpose-Seeking Entrepreneurs” → “Purpose Coach for Entrepreneurs” (4 words)
• “Building businesses that don’t burn you out” → “Business Without Burnout” (3 words)

Brevity forces precision. That’s a good thing.

Step 4: Test memorability (say aloud, wait, recall)

Say each option out loud. Then walk away for 5 minutes. Do something else. Come back.

Which ones do you still remember? Those are your finalists.

Pamela Wilson emphasizes— “Memorability is the number one test of a good tagline.” If you can’t remember it after 5 minutes, neither will your audience.

Step 5: Get feedback from 3-5 trusted people

This step is non-negotiable. You’re too close to your own work to judge it objectively.

Ask these specific questions—

1. “Based on this tagline, what do you think I do?”
2. “Does this sound like me?”
3. “Which of these 2-3 do you find most memorable?”

If people consistently misunderstand what you do, that’s your signal to revise. If they say “I don’t really get it,” believe them.

Step 6: Check for clarity over cleverness

Would a stranger understand your tagline? Can you explain it in one sentence if asked?

Clever is great IF it doesn’t sacrifice clarity. “Yes You Candles” is clever and clear. “Chief Dream Enabler” is clever and confusing.

If you have to choose between clever and clear, choose clear every time. You can always add personality later.

Step 7: Implement and test in real contexts

Update your LinkedIn headline first. It’s your most important professional presence, and you can update it in 30 seconds.

Then add to—

• Email signature
• Resume header
• Business card
• Instagram bio

Use it in networking conversations. Pay attention to how people respond. Do they ask follow-up questions? Do they look confused? Those reactions tell you if it’s working.

Real example walkthrough:

Starting sentence— “I help burned-out entrepreneurs find sustainable business models by clarifying their purpose and aligning their work with their values.”

After brainstorming 20 options and testing, the finalist was— “Business Coach for Purpose-Driven Entrepreneurs” (5 words).

It uses Formula 3 (Role + Specialty + Audience). It’s clear, professional, memorable, and searchable. Not the most creative option, but it works.

As you work through these steps, keep these best practices in mind.

Best Practices: Length, Tone, and Clarity

You’ve brainstormed options. You’ve edited for brevity. Now you’re looking at 3-5 finalists and wondering— which one actually works?

The ideal personal tagline length is 2-4 words, with a maximum of 7-8 words for versatility across platforms like LinkedIn, resumes, and business cards. But length is just one factor. Here’s how to evaluate your finalists.

Here’s the thing— these are guidelines, not rules. Ann Kendall of Vine Street Communications advises— “Ideally, a great tagline is 2-4 words, and absolutely no longer than 7-8 words.” But LinkedIn allows up to 120 characters in your headline, which gives you more room.

Length Guidelines

• Ideal: 2-4 words—Maximum versatility. Works on business cards, LinkedIn, resume, everywhere. Examples— “Business Without Burnout,” “Your Playlist Curator,” “SEO for SaaS”
• Acceptable: 5-7 words—Still works most places. Examples— “Helping B2B Founders Tell Stories That Convert,” “Executive Coach for First-Time CTOs”
• Maximum: 7-8 words—Getting long but can work if every word earns its place. Examples— “Fractional CMO for B2B Companies $1M-$10M ARR”
• Character limit: 67 characters or fewer for SEO optimization (per Ann Kendall)

Short is memorable. But don’t sacrifice clarity just to hit 3 words.

Tone Considerations

Professional vs. casual depends on your field. A corporate lawyer probably shouldn’t use “Your Legal BFF”—but a wedding planner could absolutely use “Your Day-Of Fairy Godmother.”

Blending professional + personal can humanize your brand. HubSpot found that adding personal elements like “Mom of 4” alongside professional role makes profiles more relatable and memorable.

Avoid extremes— not too corporate, not too cute. You want professional credibility and human personality.

Clarity Over Cleverness

Tagline Guru is clear about this— “Clarity is more important than cleverness—pick something that conveys one clear message over something confusing.”

Clever is a bonus only if it doesn’t sacrifice clarity. Test this way— would a stranger understand what you do based on this tagline alone?

If you have to explain your tagline, it’s not working.

Authenticity Matters

Research published in MDPI confirms that “authenticity represents a crucial ingredient for human brands as it affects attitudes toward branded individuals positively.”

Your tagline should sound like you, not like a marketing department wrote it. If you cringe when you say it out loud, keep iterating.

Platform Considerations

Different platforms have different constraints. Here’s what matters—

• LinkedIn: 120 characters available in headline (most space)
• Instagram bio: 150 characters total (tagline is part of this)
• Twitter/X: 160 characters total
• Business card: Limited real estate—keep to 2-5 words
• Resume: 8-12 words works as headline under your name

Example: adapting one tagline across platforms

Core tagline— “Business Coach for Purpose-Driven Entrepreneurs”

• Business card: “Purpose-Driven Business Coach” (4 words, fits cleanly)
• LinkedIn headline: “Business Coach for Purpose-Driven Entrepreneurs | Helping Founders Build Without Burnout” (full version + expansion)
• Instagram bio: “Purpose-Driven Business Coach 🎯 | Helping entrepreneurs build businesses they actually love | DM to chat”
• Resume: “Purpose-Driven Business Coach specializing in sustainable growth strategies”

Your core message stays consistent. The packaging adapts.

Now that you know what works, let’s look at what doesn’t.

Common Mistakes to Avoid (With Before/After Examples)

The most common personal tagline mistakes are being too generic, using industry jargon, neglecting benefits, and prioritizing cleverness over clarity. Here’s what each looks like—and how to fix it.

I’ve seen these mistakes a hundred times. You’re in good company if you’ve made them—most people do initially.

Mistake #1: Being too generic

Generic taglines sound like they could belong to anyone. They don’t differentiate you at all.

Before: “Marketing Professional”

After: “Helping B2B founders tell stories that convert”

Why it works: Specificity about who (B2B founders), what (stories), and outcome (convert). You immediately understand what this person does and for whom.

Mistake #2: Using jargon or buzzwords

Buzzwords make you sound like everyone else. They’re meaningless noise.

Before: “Innovative Solutions for Dynamic Organizations”

After: “Building software that cuts meeting time in half”

Why it works: Concrete outcome (cuts meeting time) with specific quantification (half). No buzzwords—just a clear benefit.

Mistake #3: Neglecting the benefit (focusing on features)

People care about results, not your credentials.

Before: “Certified Executive Coach”

After: “Helping first-time CTOs lead with confidence”

Why it works: Shows the transformation you provide (lead with confidence), not just what you are (certified coach). Certification matters less than outcome.

Mistake #4: Being too clever (sacrificing clarity)

Clever titles that nobody understands are worse than boring titles everyone understands.

Before: “Chief Dream Enabler”

After: “Career Coach for Engineers”

Why it works: You immediately know what this person does. No decoder ring needed. “Chief Dream Enabler” sounds cute but tells you nothing.

Mistake #5: Not reflecting your actual offering

Your tagline should match what you actually do, not what you wish you did.

Before: “Leadership Expert” (but you only work with non-profits)

After: “Leadership Coach for Non-Profit Executives”

Why it works: Accurate about your niche. Being specific doesn’t limit you—it positions you as THE expert for that group.

Mistake #6: Making it about you instead of them

Accolades matter less than client benefit.

Before: “Award-Winning Designer”

After: “Designing brands that tell your story”

Why it works: Focuses on what the client gets (brands that tell their story), not on your awards. Client-centric positioning is stronger.

Mistake #7: Trying to appeal to everyone

Broad taglines appeal to no one. Narrow focus actually attracts more of the right people.

Before: “Helping people and businesses succeed”

After: “SEO for B2B SaaS companies”

Why it works: Super narrow focus (SEO + B2B + SaaS) makes you the obvious choice for that specific group. “Helping people succeed” could mean anything.

Mistake #7 is the most common—and the most damaging. Narrow focus doesn’t limit you; it positions you as the expert for a specific group. You can always expand later.

Once you’ve created a tagline that avoids these mistakes, where should you actually use it?

Where to Use Your Personal Tagline

Your personal tagline should appear in your LinkedIn headline, resume, business card, email signature, social media bios, and networking introductions—anywhere you introduce yourself professionally. Here’s how to optimize for each context.

Start with LinkedIn. It’s your most important professional presence, and you can update it in 30 seconds. You’ve got seconds to make a first impression online—your tagline is that impression.

LinkedIn Headline

LinkedIn gives you 120 characters in your headline. That’s more space than most platforms.

Formula: Your tagline + additional context if space allows

Example: “Helping B2B founders tell stories that convert | Content Strategy + Copywriting”

The tagline comes first. Then you can add skills, credentials, or secondary value props if you have room.

Resume

Your tagline should appear directly under your name in the resume header. It’s often bold and slightly larger font.

Format: Place it on its own line, centered or left-aligned depending on your resume template.

Length: 5-8 words works best for resume context (slightly longer than business card, shorter than LinkedIn).

Example:

Jane Smith
Purpose-Driven Business Coach | Sustainable Growth Strategies
[email protected] | linkedin.com/in/janesmith

Business Cards

Business cards have limited real estate. Keep your tagline to 2-5 words and place it under your name or title in smaller font.

Example layout:

Jane Smith
Founder & CEO
Business Coach for Purpose-Driven Entrepreneurs
[email protected] | (555) 123-4567

Or simplified—

Jane Smith
Purpose-Driven Business Coach

Email Signature

Your email signature can accommodate a slightly longer tagline (7-10 words) because readers have more time.

Example:

Jane Smith
Business Coach for Purpose-Driven Entrepreneurs
Helping founders build businesses without burnout
[email protected] | Schedule a call

Social Media Bios

Each platform has different character limits. Your tagline needs to fit within the total bio space.

Instagram: 150 characters total (tagline + other info + emoji + link)

Example: “Purpose-Driven Business Coach 🎯 | Helping entrepreneurs build without burnout | Free guide ⬇️”

Twitter/X: 160 characters total

Example: “Business Coach for Purpose-Driven Entrepreneurs | Sustainable growth strategies | DMs open”

Social media allows more personality—emoji, casual language, calls to action. Use them.

Website Bio/About Page

Feature your tagline prominently near the top of your About page. It can serve as your H1 heading or as a subheading right under your name.

Example:

About Jane Smith

Business Coach for Purpose-Driven Entrepreneurs

I help founders build businesses that align with their values and don't burn them out in the process.  Over the past decade, I've worked with 100+ entrepreneurs who were struggling to...

Networking Introductions (Spoken)

Use your tagline as your one-liner when meeting people. Practice saying it naturally so it doesn’t sound rehearsed.

Example: “Hi, I’m Jane. I’m a business coach for purpose-driven entrepreneurs—I help founders build businesses that don’t burn them out.”

The key is making it conversational. You’re not reciting a script. You’re explaining what you do.

After you implement your tagline across these contexts, how do you know if it’s actually working?

Testing Your Tagline

Testing your personal tagline isn’t about A/B testing or analytics—it’s about clarity, memorability, and how it feels when you say it out loud. Here’s how to evaluate whether your tagline is working.

Your tagline doesn’t have to be perfect. It has to be clear and true. That’s enough.

Evaluation Rubric (5 Criteria)

Score your tagline on these five dimensions—

1. Clarity: Would a stranger understand what you do? Ask 3 people who don’t know you. If they’re confused, revise.
2. Memorability: Do people remember it after one exposure? Pamela Wilson says “memorability is the number one test of a good tagline.” If they forget it immediately, it’s not working.
3. Differentiation: Does it distinguish you from competitors in your field? If 5 other people in your industry could use the same tagline, it’s too generic.
4. Authenticity: Does it sound like you (not like corporate speak)? If you cringe when you say it, keep iterating.
5. Alignment: Does it match what you actually offer? If there’s a gap between tagline and reality, fix the tagline or fix the offering.

Feedback Questions to Ask

When getting feedback, ask these specific questions—

• “Based on this tagline, what do you think I do?”
• “Does this sound like me?”
• “Would you remember this if we met at a networking event?”
• “Which of these two options do you find clearer?”

Listen to the answers. If people consistently misunderstand, that’s data.

Real-World Testing Approach

Here’s how to test in actual contexts—

1. Update LinkedIn and wait 2 weeks—Pay attention to connection requests. Do people mention your headline when reaching out?
2. Use in 5 networking conversations—Do people ask follow-up questions? Do they look confused? Confusion is your signal to revise.
3. Monitor email responses—After updating your email signature, do people comment on it? (They probably won’t, but if multiple people mention it, that’s notable.)

If multiple people mention your new headline when connecting or comment that it captures what you do perfectly, that’s a signal it’s working.

When to Iterate vs. Commit

Iterate if:

• People consistently misunderstand what you do
• You cringe every time you say it
• It no longer reflects your work (career pivot, business evolution)
• You score 3/5 or below on the evaluation rubric

Commit if:

• It scores 4/5 or 5/5 on the rubric, even if you feel “meh” about it
• Multiple people say “That’s perfect for you”
• People remember it after meeting you
• You’ve been using it for 6+ months and it still feels true

Permission to Evolve

Your tagline can change as you grow. Revisit it annually or after major career shifts. Evolution is normal, not failure.

Here’s what I’ve learned— most people who hate their tagline are just uncomfortable with self-promotion. Give yourself 30 days to get used to it before deciding it’s wrong.

Creating your personal tagline is both simpler and harder than you think.

Frequently Asked Questions About Personal Taglines

What is a personal tagline?

A personal tagline is a short phrase (2-7 words) that follows your name and sums up your unique promise of value. It helps you stand out professionally and appears in LinkedIn headlines, resumes, business cards, and social media bios. Think of it as a one-liner that communicates who you are and what you offer.

How long should a personal tagline be?

Ideally 2-4 words, with a maximum of 7-8 words. Shorter taglines (2-4 words) provide the most versatility across platforms like LinkedIn, business cards, and social media. Some contexts like LinkedIn allow longer headlines, but shorter is generally more memorable.

What’s the difference between a tagline and slogan?

A tagline is permanent and represents your core brand (2-7 words), while a slogan is campaign-specific and changes. If multiple generations can recite a phrase, it’s likely a tagline. Personal taglines stay consistent across platforms, while slogans adapt to specific projects or marketing campaigns.

Should my tagline be clever or clear?

Clarity is more important than cleverness. Pick something that conveys one clear message over something confusing or cryptic. Clever is a bonus only if it doesn’t sacrifice clarity—your tagline should be understood immediately by someone who’s never met you.

Do I need a personal tagline?

Personal taglines are valuable but not absolutely necessary. They’re most useful during networking, career transitions, and when building professional visibility on platforms like LinkedIn. If you’re actively job searching, building a business, or positioning yourself as an expert, a tagline significantly helps.

Where should I use my personal tagline?

Use your personal tagline in your LinkedIn headline, resume header, business card, email signature, social media bios (Instagram, Twitter/X), website About page, and spoken networking introductions. Start with LinkedIn—it’s your most important professional presence and can be updated immediately.

Can I change my personal tagline?

Yes. Your tagline can evolve as you grow, transition careers, or refine your positioning. Revisit it annually or after major career shifts. Evolution is normal and expected—your tagline should accurately reflect your current work, not lock you into a past identity.

Making Your Tagline Work

Creating your personal tagline comes down to three things— clarity about your unique value, brevity that forces precision, and authenticity that makes it memorable. Everything else is refinement.

You now have 50+ examples across different professions, 5 proven formulas to adapt, and a 7-step creation process. You don’t need all of them—you just need to start.

Pick one formula that resonates with you. Brainstorm 10 options. Test with 3 people. Update your LinkedIn headline today.

Your tagline can evolve. This isn’t a permanent tattoo—it’s a living description of your professional identity. As you grow, it grows. As you pivot, it pivots. Give yourself permission to refine as you go.

The world needs what you have to offer. A clear, authentic tagline helps you offer it.

Take the next step. I believe in you.

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