Tagline
A tagline is a short line that sits with a brand name and states a promise or a point of view. It should be true for years, easy to say aloud, and specific enough that a competitor could not use it unchanged.
In practice
What it means when you are the one making the decision.
A tagline is different from a descriptor, which says what you are, and from a campaign slogan, which belongs to one season. It earns its meaning through repetition, so changing it every year wastes the work.
Test a line by saying it in a shop voice, putting a competitor's name in front of it, and checking it reads at a distance on a signboard. If it survives all three, it is probably ready.
Example
A tutoring centre might choose a line about understanding first and memorising second. It states a belief, it can be proved by how the teachers work, and it fits on a bill.
Keep going
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