Companies often look to a tagline to develop their brand. The problem? Most taglines — which should really be called brand promises — slip away into empty sloganeering. Think about the tagline that launched Federal Express: “When it absolutely, positively has to be there overnight.” This is the trick — to position yourself as, in this case, the dependability guys without actually using the overused word itself. What does your tagline say about you? Is it a promise? Can your brand keep it?