A small company can get a quality tagline for the same money as a large company: copywriters charge anywhere from $250 to $3,000 to create a tagline. The only reason large companies usually have snappier taglines is that they're the ones who contact professional copywriters rather than trying to "do it themselves."
Large companies also realize that the creation of a great tagline should be considered the first ad a company does, and ideally, done in conjunction with naming and logo design.
A logo designer and copywriter should work together on this identity package; in my 14 years as "the Tagqueen" I've found the result is always better and it gives the company a stronger, more cohesive start.
The best taglines separate you from your competition, express your personality and add to your branding and marketing campaign. A tagline should tell not only what your company does; it should also make it clear how you are unique compared to your competition.
Assess your current tagline by asking yourself three questions:
A smart tagline includes your unique selling proposition. What do you do best? Why should anyone besides your mother care? Say it in the tagline -- especially if your business name doesn't make it crystal clear what you do.
A bad tag is worse than none at all; it can actually repel the very people you want to attract - especially if there's an exclamation point after it. This is the mark that tells consumers to RUN AWAY! You might as well put on a bad suit and sell cars if you're going to paste an exclam on the end of company slogan.
Look at the difference between the quiet, yet serious command "Just do it" compared with the overly-perky, golly-gee sound of "Just Do it!" If Avis had said, "We try harder!" the tone would sound suspiciously salesy rather than conveying the serious and sincere statement of "We try harder."
Can you think of a single tagline that is truly improved by adding an exclamation point to it? If you can, please let me know. I'm still looking for the exception to that rule.
Taglines can create an entirely new perception in people's minds and give an old company a new persona and public image. That's a big job for a few words.
Make sure you make them count.