The Utlity of a Tagline.
Not all companies and organizations need a tagline. But there are various utilities that can be harnessed by implementing a tagline to your company name. A tagline line is a line of text that locks to your name, in print, digital, and verbally when in advertisements. A tagline can be one word, it can be multiple, and it can be in a complete sentence or largely fragmented. The point of of the tagline, is to further differentiate your name.
Many goals can be achieved through a tagline. The addition of a word or a sentence can clarify what your company does, if the name is too generic; e.g. Bevan Britton, The public services law firm. Many law firms, accounting firms, or other kinds of firms frequently name their practice after their partners' last names. This is useful in name recognition for those practicing, but when a potential prospect is not familiar with the industry or the partners, a name that consists of multiple last names doesn't clarify if it is a law firm or construction company. A tagline can tell your prospects what is is that you do.
A tagline can also make a claim about your business; e.g. Disneyland, The happiest place on earth; M&Ms, Melts in your mouth, not in your hands. These two examples make a claim about how the experience of their companies' products or services will enhance the consumers' life.
A tagline can also bring the company or organization's brand promise/mission/values/mantra to the forefront of its consumers and employees; e.g. 3M, Innovation. One of my favorite taglines representing the brand mantra category, Electronic Arts, Challenge everything. Electronic Arts is a gaming company, so the tagline represents its industry to the gaming community, but it also represents the working environment in which they want to foster an ever-improving state of technology driving the industry forward by challenging the status-quo. The tagline is a sales tool, a recruitment tool, and a retention tool.
Through the branding process, taglines are not always necessary, but they can be a useful tool to communicate your products, services, brand or work-place mantra to your consumers and employees.