Taglines or slogans - known in the UK as "Straplines" - are another item like logos that people often put too much emphasis on.

A good tagline can distinctly help your branding.

Just don't expect it to carry a huge weight of marketing on its shoulders. It helps to set the tone and acts as a reminder of who you are - IF you actually live up to your slogan. Don't expect more than that.

And it certainly can't make people think you are something you're not.