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Nothing can focus a brand better than a great tagline.
The simplicity of an effective tagline is deceptive. Many companies think great taglines are simple to create, when in fact they are micro-brand strategies that are nearly always distilled from solid brand strategy work. Different types of companies have drastically different tagline requirements.
One of the challenges in developing a strong tagline is having the vision and discipline to keep peeling back the layers of brand messaging until a single concept stands above all others in representing the value proposition of your company.
When this is successfully expressed in a tagline one clear voice is shared with the outside world and the company is internally unified by a simple, memorable mission.