Like any branding - its about marketing and the ability to be memorable. Its unfortunate that most of us are terrible at making impressions. The good news is that there is a simple recipe which you can use to improve. I simply cant recommend the book Made To Stick by Chip and Dan Heath enough. You gotta read the whole book to get the whole picture - or at least start reading their columns in Fast Company. These two brothers provide some simple guidelines that can be remembered by the acronym ...
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Your tagline is not your brand, your position statement or your brand promise. But it is a short versatile expression of who you are. It is a meaningful distillation of your brand. What I like most about a tagline is that it is sometimes experimental and can be quickly changed. Many websites have their taglines displayed next to their logo and interestingly enough they are often 3 things - like "Build Create Empower" - which I find a bit boring. Some sites actually name their site using a tag...
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