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how to create a one-liner for your company's brand - storybrand

The Power of a One-Liner

In the world of branding and marketing, the significance of a clear, concise one-liner for your business is so important. A well-crafted one-liner should say everything your main message says in about 1-2 sentences. It sounds crazy, but stay with me here. To write a one-liner, you first have to understand what it is!

Understanding the One-Liner

Let’s break down what a one-liner really is. It’s not just a catchy line; it’s your business’s elevator pitch.

This brief message should be about 1-2 (maybe 3) sentences, and the best part? It’s straightforward and CLEAR, making it a solid tool for connecting with potential customers. Your one-liner should identify and solve the following questions:

  1. What is the problem you solve?
  2. What is the solution? (Hint: IT’S YOU! This is where you tell them what you do and how you can fix their problem.)
  3. What does success look like?

Building a Strong One-Liner

A Practical Guide:

  • Know Your Audience: Really get into the shoes of your target audience. Understanding their wants and challenges is key to a resonating one-liner.
  • Define the Problem: Use language that speaks directly to your audience’s struggles, fostering a connection.
  • Highlight Your Solution: Clearly state your offering and its impact on the identified problem. Precision is key.
  • Illustrate Success: Vividly show the positive change your product or service brings.
  • Refine Through Feedback: Experiment with different versions of your one-liner and adjust based on audience response.

Keep in Mind:

  • Simplicity is Key: Avoid complex terms. Aim for universal understanding.
    TIP: See if it passes the grunt test: The grunt test is a simple method to check if your marketing message is clear enough that even a caveman could understand it immediately.
  • Stay True to Your Brand: Your one-liner should reflect your brand’s values.
  • Emphasize Benefits: Focus more on how your product or service benefits the user rather than just its features.
  • Make it Memorable: Aim for a one-liner that’s easy to recall.

First up, identify the main problem your customers face. It’s crucial this is something your business is specifically equipped to tackle. Do not, I repeat, DO NOT bring up a problem that your business does not fix. For example, if you own a chocolate shop (let’s call it Chocolate Kings), your problem cannot be “Hungry for dinner but not sure where to go?” as much as I would love chocolate for dinner, that’s just not realistic. However, you can say, “Craving a sweet treat and not sure where to go?” Well hey! That’s a problem you can solve! See what we’re doing here? We are coming up with problems that our customers face that our business is equipped to solve.

Next, introduce your product or service as the hero solution. Show off how you address this issue effectively. Here’s an example, “For over five decades, Chocolate Kings has been the expert in creating handmade chocolates.” Lastly, don’t forget to wrap it up with a glimpse of success: describe how your customers’ lives improve with your solution. “so customers like you can enjoy a sweet treat, a rich tapestry of flavors, and a timeless tradition of quality.”

Now, let’s put it together!

Craving a sweet treat and not sure where to go? For over five decades, Chocolate Kings has been the expert in creating handmade chocolates, so customers like you can enjoy a rich tapestry of flavors and a timeless tradition of quality.

Integrating Your One-Liner

Once you’ve nailed your one-liner, make it a staple across all your marketing channels – from digital platforms to print materials. It’s a concise yet powerful element of your brand identity, aiding in recognition and memory.

Examples of Real One-Liners:

  1. “With rising prices and interest rates, it’s hard to find affordable land in Texas. For over 20 years, Lonestar Land Sales has helped thousands of families buy property that fits their budget and fulfills their dreams of land ownership.”
  2. “It can be hard to find a builder you can trust. At WestWind Homes, we don’t cut corners. With over 30 years of experience, we make quality and affordability our priority, so you can feel confident that you found the perfect home with a builder your family can trust.”
  3. “Every parent wants to give their child the best education. With a legacy of nearly 25 years, St. Stephen’s Academy offers strong academics through a Christ-centered classical education, ensuring each student is thoroughly prepared for their future.”

Concluding Thoughts

A well-crafted one-liner is a valuable component in your marketing arsenal. It concisely captures your brand’s essence and value, making it a crucial tool for engaging and attracting customers. With thoughtful crafting and a bit of creativity, your one-liner can distinctly elevate your brand in a competitive market. Remember, it’s more than just a sentence; it’s the core of your brand’s narrative.

Thanks so much for staying here with me! Be sure to check out my guest appearance on The Good Business Podcast, where we dissect the StoryBrand framework and transform complex marketing theories into practical, actionable strategies. Tune in, and let’s navigate the art of creating compelling, growth-driving messages together! Happy listening!