Words and pictures—it’s a marriage made on Madison Avenue. Getting your logo right is an important part of your branding but, for many companies, it’s only part of the story. The rest is told by the slogan.

The slogan or tag line is a word or short phrase used, in conjunction with your name or logo, to promote your brand. The first question you should ask is what kind of slogan do you need? One that promotes a particular campaign, event or product and can be developed for short-term appeal? Or a brand slogan which is tied to your company—one that’s part of your logo? When developing a brand slogan, think long-term and avoid catch-phrases or slang that might be a passing fad.

The right slogan can call consumers to action or depict your company as a place of strength, stability, creativity, caring, or, in the case of Kellogg’s Frosted Flakes, “Grr-reatness.”

Creating your slogan is an extension of knowing your company, knowing your message and knowing your audience. The slogan needs to be a good fit not only with your business, but with your logo (for example, Kellogg’s adding the “Grr” to the phrase “They’re Grr-reat!” makes little sense if the logo alongside it isn’t a tiger.) The elements should mesh—using a strong, conservative logo with a humorous or racy slogan might confuse consumers about your message. Here are a few guidelines to help you get the best results:

Keep it simple. You’re not trying to provide detailed information, you’re trying to set a tone and achieve instant recognition.
Make it memorable. The phrasing should remind people of your company, and vice-versa.
Be creative. A slogan that isn’t poignant, punchy or powerful isn’t going to make an impression on your audience.
Be consistent. The slogan should be representative of your company, your brand and your logo.