Taglines may be the second most important branding element. Names are certainly first, but taglines can play an important role in conveying the brand message. Most taglines, however, do not enhance the brand.

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Lots of taglines are adopted as part of the branding process because folks think they’re critical to their marketing efforts. Certainly a tagline can crystallize a brand promise and make it memorable, but just as often you get an incredulous, self-serving platitude.

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The commitment of any organization to provide a consistent level of performance, and to dedicate major resources to accomplish that performance, builds the brand, not a USP.

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