Adding an unnecessary tagline clutters your brand and dilutes recognition. Every extra word customers must remember reduces recall by 23%.
When You Need a Tagline
Abstract name (Accenture, Cognizant). Tagline explains what you do.
When You Don't
Descriptive name (TechRecruit, LondonPlumbing). Redundant to add "Technology Recruitment Solutions."
Keep It Short
3-5 words maximum. "Just Do It." "Think Different." "The Ultimate Driving Machine."
Test Without It
Can people understand your business from name alone? If yes, skip the tagline.
Trademark Separately
Taglines can be trademarked independently. Costs extra £170.