The Use of a Tagline
People use tag lines all the time as a form of advertising.
But the better tag lines are not only focused externally. The best tag lines continually reinforce the mission of the company. It tells the employees “what matters.”
You aren’t just advertising to those buying your product but to those producing your product.
So if you think about a tag line take the advice of Al Ries in an article produced for Advertising Age and choose one that is long enough to capture emotion. The Fedex tagline “we understand” pales in comparison to the original (yes you have to view the commercial :) )
Words matter. Every moment that you have to communicate your mission to your employees helps you build a better team. And tag lines are no exception.