A tagline is a word or phrase that helps people readily identify the products or services you offer. A business usually incorporates its tagline into its business cards, stationary, web site, and other marketing materials. 

A tagline is meant to last the life of the company so it needs to stay relevant as your company evolves.  It should inspire, motivate, and create an impact.

Large corporations spend millions of dollars on advertising that repeats their taglines over and over again so we remember them.  "You're in Good Hands with Allstate", "A Diamond is Forever", "Things Go Better with Coke", and "We Try Harder" are just a few examples of iconic taglines.

Small and mid-size businesses may not have the same budget, but they certainly can have a meaningful tagline that helps define their brand identity to their target audience.