A tagline has the potential to add clarity and value to a brand, but it's certainly not an essential brand component. In fact, lots of companies couldn't be bothered, and for good reason!
Not to be confused with a slogan, a tagline is a short message that is attached to a logo. It's usually developed as a simple phrase to help convey a company's value, position or sales market. Its goal is to add clarity to an abstract logo symbol identity or ambiguous brand name.
Taglines can be fun and witty, usually, a play on words - a catchy phrase will be memorable and may even spark positive emotions. But is a tagline actually a good idea?
There are probably more reasons for not having one, and that all depends on the identity characteristics of a company.
A slogan is a short, striking and memorable phrase used in advertising and advertising campaigns to reinforce a selling point of a product or service. Slogans are created to help build awareness and interest and by nature tend to have a relatively short lifespan. Although a slogan is not necessarily considered a part of an identity, it should be in line with the brand messaging. In some cases, a strong, memorable slogan can take on a second life as an apparent tagline, whether a company wants it or not. And some slogans that work are often adopted as taglines.
If you are having difficulty deciding whether a tagline is right for your company, the two most important questions you should ask yourself are, will a tagline add value? do I want one because lots of great companies have one?
A company's tagline rarely changes, so it’s critical to be forward thinking during development. Will it encapsulate existing and future product applications and markets? Or will it represent a futile effort and be abandoned after a short lifespan.
Whether you are developing a tagline, a slogan or both, keep in mind, your goal is to express the fundamental qualities of your company, products or services while at the same time trying to elicit a positive emotional response.