After unpacking Why
your brand exists, how it will positively alter your unique buying tribe's lives, who you're talking to, and what it stands for, successful tagline development
-- something we also call a "Brand Essence" statement due to taglines' shifting importance in today's digital marketing
landscape -- delivers on a key next step: a short, memorable way for audiences to engage with your brand.
A successful tagline
, or brand essence statement
, will reinforce a company's mission and purpose, and is often a key driver of brand awareness and logo/brandmark reinforcement. From a slightly more technical standpoint, your tagline is the next layer of extrapolation from your brandmark/logo alone, providing context and power in just a few, well-crafted and tightly-knit words.