Why use a strapline/positioning statement as part of your brandmark?

Straplines are used for various purposes and designed to work in conjunction with a brandmark. Start-up businesses or businesses that use a unique made-up name will generally use a strapline to communicate what the business does, offer or use as a “call to action.” Taglines are different, they are short-term and created to underpin promotional campaigns. - Lynne Trensky