Having an effective tag line within your logo can make it easier for people to identify with your company. You can use it as a way to help explain what you are about or how you are different compared to your competitors.
For our first 14 years, our tag line was based around our technology. When we started 15 years ago, the idea of having a content management system (WebWiz@rd) that allowed customers to manage their website easily without the need for technical skills was a unique concept. Our tag line helped explain with "Take Control of your Website". It was an effective tag line for many years as we were one of the only ones to offer a solution like that and especially one that was so easy to use.
Fast forward many years later and many companies now offer a solution to manage their website. I still feel that we offer one of the best solutions but the overall concept is no longer as unique as it was when we started.
Approximately one year ago, we decided to update our logo and tag line to "BETTER SUPPORT, BETTER TOOLS, BETTER RESULTS". We felt it more accurately described where were are as a company after 15 years.
The one unique aspect of our company is the fact that we have always tried to be there for our customers during and after a completed project. It is part of our 7 Guiding Principles, "Customer Success Comes First".
Talking about "better support" as the number one item in our tag line was important to us as we feel it is the aspect of our business that is most unique. We have always been proud of how we treat our customers.
We feel that we offer fantastic solutions using WebWiz@rd, hence the, "BETTER TOOLS" part of the tag line.
Finally, websites need to do more then just look pretty. Working with our web design team to come up with an attractive and effective design is very important. We spend a lot of time working with our customers to come with sites that don't just look pretty but engage your target audience. That would explain the last part of our tag line, "BETTER RESULTS".