The Happiest Place on Earth.
No, this isn't haiku a (although...) Coca-Cola, Disney and Kentucky Fried Chicken are huge companies with fantastic tag lines. These businesses didn't always have these taglines and were developed over time, with taglines changing to match where the business was.
Vague taglines- or vaguelines- are the calling card of success and enterprise. We can get there, but we need to start where we are first.
As a small business, start with something simple. Let's say we sell budget-friendly lawn gnomes and lawn gnome accessories.
As a startup, our tagline could be "Lawn Gnomes and Lawn Gnome Accessories, made affordable."
A bit obvious, maybe. But it's to the point and our customers will know exactly who we are and what we do while we work to establish our brand.
So now we're making $10k a year. Awesome. We have a bit of a following and can shorten our tagline a bit. We might change it to something like "Our Business is Gnome Big Deal".
We're still conveying the product, and the inexpensive aspect of our brand, but it's a bit catchier and shorter.
We've hit a new milestone now.
$100k a year. We have extended our product offerings to all lawn ornaments, and lawn care items which have helped us grow our customer base and sales.
We need to change our tagline to highlight this update. We switch to "Keeping your Lawn in order"
Let's say we've done it. We're raking in multi-millions every single year with our lawn care and ornament business. We can now use our vague, memorable tagline.
We change it to "Saving your Green" which encompasses both the lawn and financial savings our business provides.
Remember, the signs of a good tagline are that it is...
In short, keep it simple, but remember where your business is. Hopefully, besides an excuse to read puns, this article helped provide perspective on your own taglines, and how they can change over time.