Moving Beyond Taglines

Municipal branding often brings to mind a catchy tagline—a short phrase designed to sum up a community. Unsurprisingly, we’re frequently asked, “Will you be creating a tagline for us?” And, most of the time, the answer is… no.

Here’s the thing about taglines: they’re great for a quick marketing splash, but when it comes to municipal branding, they usually fall flat, reducing the complexity and richness of a community to a generic slogan—rarely capturing what makes a place special or aligns with long-term goals. At Guide, we believe a brand isn’t just a logo or tagline—it’s a business strategy connecting people to a community’s unique essence. Tools like taglines or mottos can be useful, but only if they fit the job.

If cities want to build a strong and enduring image, they should shift their focus to something more strategic: Key Messaging. Think of it as the multi-tool of branding—adaptable, versatile, and built to last.

The Pitfalls of Community Brand Taglines

Taglines are inherently one-size-fits-all, which doesn’t work for a city juggling the needs of residents, businesses, and visitors. Each group has expectations, and a single tagline often misses the nuance.

Take Cleveland Heights, OH, and its once-proposed tagline, “We Choose This.” Instead of inspiring civic pride, it left people wondering if the city was reluctantly settling. (Spoiler alert: it didn’t last.) Or Charlotte, NC’s “Charlotte’s Got a Lot.” Catchy? Sure. But it also opens itself up to quips like “Charlotte’s Got a Lot of Crime.” Ouch.

And then there’s Buffalo, NY, with the infamous “Buffalo. For Real.” Critics weren’t sure if it was meant to inspire confidence or spark existential questions about an “unreal Buffalo.” These examples show how taglines often fail to communicate a city’s unique qualities, leaving them to be misunderstood, mocked, or ignored.

Cities that try to emulate tourism marketing—prioritizing immediate visitor attraction over sustainable growth—often find themselves spinning their wheels. Taglines are most effective as a short-term campaign tool, which means they can be disconnected from broader community goals for a municipal brand. Not to mention, taglines are rarely actionable. They don’t integrate into the storytelling or strategic initiatives that truly engage stakeholders.

The Value of Key Messaging

Key messaging is where the magic happens. It enables cities to connect with diverse audiences by tailoring messages to resonate with specific groups. When we worked with Grove City, OH, we discovered residents loved the city for its comfortable neighborhoods, excellent services, charming downtown, outstanding parks, and vibrant community events. Instead of cramming all that into a tagline, we crafted targeted messages for different audiences. Prospective residents, businesses, and existing residents each got messaging that felt relevant to them. Paired with a well-developed brand voice, these messages came to life, helping the city tell its unique story, inspire pride, and build meaningful connections.

Crafting Great Messaging

Unlike taglines, key messaging is built on a city’s municipal branding

strategy, providing a foundation for consistent and authentic storytelling. It aligns with long-term goals, strengthens community pride, and offers evidence-backed narratives that reflect the city’s reality.

The process starts with understanding the community through stakeholder engagement, such as discovery sessions, surveys, and interviews. These conversations uncover the motivations, needs, and perceptions that shape the community’s identity. Once audience profiles are defined, cities can craft messages highlighting their unique strengths and core values. The result is messaging that resonates with residents, businesses, and visitors alike.

Consistency is critical. Practical tools like message maps, brand voice, and training programs ensure everyone—from city staff to external partners—is on the same page. Cities can also strengthen alignment through brand champion programs and regular communication forums, fostering collaboration and maintaining the brand’s integrity.

Measuring Success

Taglines might grab attention momentarily, but key messaging delivers lasting impact. Measuring success isn’t just about clicks or applause but tangible outcomes.

Qualitative measures, such as community testimonials and improved sentiment, provide valuable insights. Fewer complaints and higher participation in community events indicate that messaging is hitting the mark. Quantitative metrics, such as engagement rates and shifts in community perception, offer concrete evidence of progress. Pre- and post-branding surveys help refine strategies and ensure long-term success.

Beyond the Slogan

For municipalities ready to build a meaningful and enduring narrative, it’s time to move beyond taglines. Key messaging aligns communication with long-term goals, resonates with diverse audiences, and backs claims with authentic stories. Ready to give your city’s brand the depth it deserves? Let’s talk.