What is the purpose of an organization's tagline?

The purpose of an organization's tagline is to serve as a linking device between the organization and its name. A tagline is a concise phrase that encapsulates the essence of an organization’s mission, values, or unique selling proposition. It is designed to be memorable and helps reinforce the brand identity, making it easier for customers to associate the tagline with what the organization represents.

By effectively linking the tagline to the company name, it helps build brand recognition and loyalty. The tagline often communicates a specific message or feeling that resonates with the audience and can evoke an emotional response, enhancing the overall branding strategy. In contrast, an increase in online presence, summarizing financial information, and describing company history, while important aspects of an organization, do not capture the primary purpose of a tagline within branding context.