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

By Richard Deveau

If, on the other hand, the name of your organization doesn’t allow people to quickly comprehend who you are or what you do, then apart from changing your name, a good tagline can do the heavy lifting.

One of our clients recently posed this challenge. For legal reasons, a name change was not possible for Lutheran Association of Missionaries and Pilots U.S. As you can see, the name doesn’t reveal much about what it is or what it does.