A tag line for a brand is not absolutely necessary. It can clarify the nature of a business, or it can puzzle the reader. Pictured above is the truck of a flower distributor. What puzzled us was the tag line "WE TAKE THE EXTRA STEP!".
It sounds good, doesn't it? But what does it mean? What extra step is there in delivering flowers? Why is the slogan not on the side of the truck also? We took the extra step of the benefit of the doubt, and looked at their website.
We assumed that this slogan might be explained on the home page, but it was not. It is a lovely site to look at. And given that they are located in 9 states, and have several locations in California, they are successful.
Here is a slogan that made sense, because it stated their value. In one of the companies, we worked with in commercial real estate, the head of the company specialized in leasing office space on the Westside of Los Angeles. His slogan was clear cut, "We know every square foot on the Westside." And he lived up to his claim!
Does your brand tag line makes sense?