It takes a lot of effort to come up with the perfect tagline. Does it? Or does it take a step by step procedure to recognise the personality of the brand and then let brevity take over when it comes to defining the attributes it encapsulates? It is the latter, and it usually gets smoother when you love your brand. I am sure you do. And I love ensuring that the personality of your brand is apt for its target consumer base and hence, come up with a great tagline for your brand.