Why a Tagline is More Than Just Words: Building Sheridan’s Message, Ethos, and Mission
As we build Sheridan, we have realized that a tagline is more than just a catchy phrase—it serves as a guiding principle that reflects the brand's purpose. Like Nike's "Just Do It" or BPN's "Go One More," Sheridan's tagline will embody the journey of mastering moments and self-defined success.
As we continue to build Sheridan, I’ve found myself thinking deeply about the role of a tagline in defining a brand. From household names like "Just Do It" to "Go One More," taglines have always fascinated me. But what sets these apart is more than their catchiness—it's how they serve as a guiding principle that reflects the brand’s purpose and mission.
For Sheridan, I’ve always seen a tagline as more than just a slick marketing phrase; I want the tagline to do more than capture attention. It must embody the ethos of what Sheridan stands for. From taglines like "Just Do It" to "Go One More," what stands out is how they embody a brand’s deeper message, guiding decisions and reflecting a mission. For Sheridan, the tagline will be no different.
A North Star
A great tagline serves as a North Star for your brand. It distills the essence of your mission and guides your actions, much like Sheridan Road guides travelers along their path. For me, Sheridan's tagline must reflect this idea of constant movement, progress, and mastery. Every time someone encounters the brand—whether on the course, in the boardroom, or at the 19th hole—it should evoke a sense of journey and self-defined success.
Nike’s "Just Do It" became a cultural touchstone not because it was catchy, but because it spoke to something deeper: perseverance and motivation. For Sheridan, the tagline will serve as a personal compass for golfers, reflecting their individual journey toward growth, no matter where they start or how they define success.
BPN's tagline is an integral part of their brand ethos, their community, and their products, driving home the message that "Go One More" is a mindset that extends beyond the gym. It applies to every aspect of life, whether it's building a career, improving relationships, or tackling personal goals. The message is clear: progress doesn’t come from being perfect, but from continually showing up and giving just a little bit more.
Both Nike’s "Just Do It" and BPN’s "Go One More" share a common theme: progress through action. They are not merely slogans, but philosophies that inspire people to push beyond their current limits. Nike’s "Just Do It" became a cultural touchstone because it taps into the universal desire for perseverance and motivation, encouraging individuals to take the first step no matter the obstacle. Similarly, BPN’s "Go One More" reflects a mindset of continuous progress, emphasizing that growth comes not from perfection but from consistently showing up and giving just a little bit more in every aspect of life.
Both taglines serve as personal compasses, guiding individuals through their journeys—whether it’s on the golf course with Sheridan or in the gym with BPN. They remind us that success is defined by the progress we make, one step at a time. Whether it's the drive to complete one more rep, take one more swing, or face one more challenge, the underlying message is clear: keep moving forward. Progress is found in the relentless pursuit of growth, both physically and mentally, and it’s this mindset that turns ordinary moments into opportunities for mastery.
Streamlining the Message
In a world filled with noise, clarity is key. A tagline simplifies and focuses your message, making it instantly understandable. For Sheridan, the tagline will encapsulate the brand’s mission: to make golf—and the moments that come with it—approachable and personal for everyone, whether you're an experienced player or new to the game.
Sheridan is about mastering the journey, not just reaching the destination. The tagline will reinforce this message, reminding people that each challenge, each course, and each day is an opportunity to define excellence in their own way.
The Tagline Reflects the Brand’s Ethos
At the core of Sheridan’s identity is the journey—the road between worlds, whether it’s from the streets to the suburbs or from the boardroom to the first tee, from the start of your journey to wherever you define your destination. Much like how Sheridan Road winds its way through different environments, Sheridan is about navigating life’s paths, not just in golf, but in how you carry yourself in every moment.
The tagline will embody this ethos: the pursuit of mastering moments, going on a journey, and making progress. As we look to launch, Golf isn’t about perfection; it’s about progress. Every swing, every round, every day brings its own challenges, and Sheridan is about tackling each of them on your terms. It’s about striving for excellence, not as the world defines it, but as you define it—moment by moment.
More Than Words
A tagline is more than a catchy phrase. It reflects your brand’s heart and soul, its mission, and its purpose. As I continue to build Sheridan, I’m committed to creating a tagline that embodies our brand’s unique journey—from the streets to the suburbs, from the boardroom to the course.
Sheridan is more than just a golf and lifestyle clothing brand. It’s a mindset, a lifestyle, and a way of navigating the world. It’s about the pursuit of excellence—on your terms. And that’s what our tagline will capture: the road you take, the moments you master, and the journey that defines who you are.
The team and I are looking forward to defining a tagline that aligns with what we want Sheridan to stand for and can’t wait to share our progress with each of you over the coming weeks and months.
