A great tagline will help sell your product, and when it is really great, it will also make you memorable. If I say "just do it" you immediately know it's Nike's tagline. Not many companies can claim a great tagline like that one.

Developing a great (or even a good) tagline is no easy feat. You need to be succinct, clever and find the essence of what you are trying to communicate. A good tagline "tags" you--that is, it identifies you, easily and immediately.

<a href="http://www.flickr.com/photos/27999126@N05/3835622294/" title="I Have Been Tagged by Jody McNary Photography, on Flickr"><img src="http://farm3.staticflickr.com/2480/3835622294_075b1311e2_m.jpg" width="240" height="168" alt="I Have Been Tagged"></a>

An online dating service catering to Christians, ChristianMingle.com, has come up with a really good tagline: Find God's match for you.  The Washington Post's Paul Farhi has written about it today in <a href="http://www.washingtonpost.com/lifestyle/style/evoking-god-has-been-good-to-christianmingle/2013/01/09/c3f28148-59dd-11e2-9fa9-5fbdc9530eb9_story.html" target="_blank">"Evoking God has been good to ChristianMingle."</a> Farhi writes:
<blockquote>It might be the most audacious, and perhaps the most presumptuous, ad slogan ever devised.

“Find God’s Match for You,” sayeth <a href="http://www.christianmingle.com/frsplash.html?prm=90121&amp;lgid=christian+matches&amp;refcd=GO4380010137s_christian_matches&amp;tsacr=GO5522432704" data-xslt="_http">ChristianMingle.com</a>, an online dating service that suggests in its advertising that its computer-generated matches are, well, made in heaven.</blockquote>
Farhi then goes on to report on whether the tagline can be construed as false advertising.  Read the article to see why.

But whether or not a tagline can be accused of setting up false expectations, I think that a strong (memorable) tagline (one that immediately communicates your objective ) is one of the strongest tools in your marketing communications arsenal.

Take a look at your tagline today. Is it powerful? Is it memorable?