When you think Apple, do you "think different"? When you see the Nike swoosh, does "Just do it" come to mind? And if you're thinking about getting a package from point A to point B, do you ask yourself: "Do I want 'the world on time,' 'what can brown do for me' or do I need someone who can help me 'move the world'?"

Yes, we're talking about taglines. Almost every company has one, or three in some instances. (Why three? Good question. We don't know either.) But taglines are funny; when done right, taglines can say so much, and when done wrong, they can say so little.

So, what is a tagline, and what is its role? While these may seem like simple and rudimentary questions, their answers might be different than you expect.

By definition, a tagline is a word or set of words designed to communicate a lasting and memorable idea about a company or product. Usually, they're locked up with a logo or presented as the closing sentiment of a TV commercial, banner ad, or even, dare we say it, radio spot. But taglines aren't merely window dressing. They're more than that. Put simply, a tagline is one of the easiest, if not most effective, ways to build and communicate the significance and value of your brand. Often unsure of their role, however, taglines can become meaningless messages, when they could be so much more.

You see, while many consider taglines to be one-sided, broadcast-driven communications, the reality is much different. Too often taglines get mired in ad style as opposed to brand substance. As a result, they become ambiguous, convoluted, or just plain generic.

But taglines aren't about ads; they're about brands. Granted, a good tagline can make for an incredible ad campaign, but a brand is the reputation derived from the interaction between an organization, its products or services, and of course, its customers. In short, it's what you're known for. So, deep inside those pithy little sets of words is (or should be) a promise — one that defines and differentiates your organization and its brand, motivating and inspiring internal and external audiences alike.

What, internal too? Yes, that's right.

A tagline should serve both internal and external audiences. As we just mentioned, a tagline isn't simply about communicating; it's about brand building. And because a brand is that invisible bond between your organization and its customers, it's important that your tagline drives internal actions as much as external business transactions, setting the standard for staff performance and expectation for delivery.

So as you consider your own tagline, ask yourself a few questions. Does it align with your vision, mission, and brand, or does it grab attention and nothing else? Is it a promise you can keep, or is it just jargon that ultimately says nothing to no one?

And if, after a little tagline introspection, you realize that your tagline doesn't meet the mark, here's some good news: you can change it. Easier said than done perhaps, but taglines aren't set in stone. Of course they're supposed to be enduring statements that align with your vision, mission, and promise, but as those factors can evolve, so too can your tagline.

So, should you decided to evolve or even change your tagline, keep it simple. Focus on your brand message both internally and externally, what differentiates your brand, what your brand is about, and what its believers expect from you. Again, probably easier said than done, but certainly worth it in the end.