That little statement underneath your organization’s name has to be powerful and to the point.

By Richard Deveau

Much like logos and other physical elements of your brand, taglines also gain equity over time. Once you settle on a tagline, you should plan to keep it indefinitely. It should only change if your mission has changed so much that your tagline no longer accurately reflects your organization.

To help make this case using the examples I cited at the beginning of this article, Wheaties has been using its tagline since 1935, American Express has used its since 1975, and Nike began using its tagline in 1988.

To ‘ing’ or not to ‘ing’
I recently was asked to make a presentation at a Direct Marketing Association meeting on the topic of branding and writing copy for multiple communications channels, which included much of the tagline discussion in this article.