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Many companies use a motto or tagline either to better explain the nature of the business or to create a feeling about the company or product.

A tagline helps customers remember what is unique about your business:

“Personalized service at practical prices”

“Legal services for the real estate industry”

Taglines don’t have to be “catchy” to be memorable to your target audience. “Manufacturers of packing materials for technology products” may seem boring but be very effective if you make and sell boxes for computers. This lets your potential customers know—and reminds current customers—that you specialize in exactly what they need.

Taglines can become the basis of your advertising and marketing pieces. Of course, you would use your tagline in all your advertising. But even if you don’t have much of a marketing budget, you can use your tagline on your business cards, packaging, and stationery, even at the end of emails.

You don’t have to have a tagline, and you certainly don’t have to choose one before you even open your doors. But developing a tagline helps you clarify what makes your business special and enables you to sum up your competitive position in just a few words.