The purpose of an organization's tagline is:

The purpose of an organization's tagline is to serve as a linking device between the organization and its name. A tagline succinctly encapsulates the essence of the brand, often conveying its core message, values, or unique selling proposition in a memorable way. This connection strengthens brand identity and recognition, ensuring that consumers associate the tagline with the organization and what it represents.

A tagline is not intended to provide a comprehensive list of services offered, as it is meant to be brief and impactful rather than exhaustive. Additionally, it does not function as an internal communication tool, which generally involves more detailed messages directed at employees or stakeholders within the organization. Lastly, while a tagline may reflect some elements of the organization's mission, it does not replace the mission statement, which is a more formal and detailed declaration of the organization's purpose and objectives.