The tagline is a very misunderstood communications and branding device. A tagline should be the de facto brand claim. Beside the product itself, it is the single most important thing consumers should remember about your offering. While a brand strategy is actually one claim and three proof planks, the claim element is the one indelible thought or value that motivates preference, consumption and repeat consumption. I would say loyalty, but one can be loyal and not consume.
Many marketers go wrong when they confuse branding with advertising. This happens when the advertising campaign line or tagline drives branding. KFC’s “Finger Lickin’ Good” is a great example an advertising tagline that brilliantly reflects the brand claim. “That’s My Mission,” the tagline for Mission Health, is way too ad driven — and not even close to a meaningful, powerful brand claim.
Unless your tagline can reflect a coherent, endemic brand value, you are wasting branding dollars. And ad dollars.
Brand strategy first then advertising. Not the other way around.