A tagline in branding is meant to identify your business by saying what you do in a clear, concise way. A bad one, or no tagline can make your brand seem like something it's not or worse, even leave the consumer to guess what your brand does. You want to make sure that when a customer reads your tagline, they know exactly what your brand does. If they have to question the purpose of your brand, you've probably already lost them.
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