Taglines are there to help you say what matters most, when it matters most. When you release your brand from using a tagline in every moment, you’re free to create a line that can work harder in the most important moments. You’ll use it longer, with greater purpose and greater impact.

It won’t necessarily drive incremental sales in the near term, but it will build long-term understanding. And done right, your tagline will join your name and logo as a defining part of a more meaningful identity.