The best taglines are philosophies
Most taglines tell you what a company does. The good ones tell you how the company sees the world.
“Murder your thirst.”
“Belong anywhere.”
“Live Más.”
None of these lines tries to summarize the product. They give the company a posture. You can imagine how the brand speaks, what kind of ideas it would make, and maybe even what it would refuse to do.
That makes a tagline useful far beyond the top of a homepage.
The right line gives the team a filter. Does this campaign feel like us? Does this product decision move the story forward? Would we actually say this?
It also gives customers something easier to remember than a list of features. People may forget exactly what you sell. They tend to remember the way you see things.
If the line only works on your homepage, it probably isn’t doing enough. The best ones are useful inside the company long before they ever reach the customer.
