An advertisement highlights a certain product or service. Publicity uncovers a business before the eyes of one or more people. Media coverage can provide a business with added exposure. The presentation of a business card might be viewed as an advertisement, a quest for publicity or an effort to gain more exposure. Yet the presentation of a business card ought to be seen as something much more.

A well-designed business card helps a business owner to showcase a “brand.” The person who receives a business card looks at that card for a hint as to what that business is, or what it does. By placing a tagline on a business card, the business owner can reveal more about his or her business. By placing a tagline on a business card, a business owner can influence the public perception of his or her business.

A tagline should serve as the identifying mark of your business. Even if you have a logo for your business, and even if you put that logo on your business card, you still need a tagline. In order to appreciate the importance of a tagline, one needs to reflect on some observations made by General Colin Powell.

When Oren Harari, the author of Leadership Secrets of Colin Powell, met with the General, Powell had only round tables in his office. Harari later learned that Powell had discovered the ability of a symbol to either encourage or discourage communications. Powell did not want to be seen as sitting at the “head” of a table. He wanted anyone who spoke with him to feel free to share whatever was on his or her mind.

Powell understood the power of a symbol. A wise business owner never fails to consider the power of a symbol. A logo on a business card can send a message. The business owner wants to be sure that it sends the “right” message. When a tagline complements a logo on a business card, then the person who receives that card can better perceive of a business in the way that matches with the goals and intentions of the business owner.

A tagline might be seen as a “mini bio.” Like business cards, a tagline does not need to follow a particular style. Today, a truly effective tagline should include information that motivates the viewer of that tagline to visit the website for whatever business has been mentioned in that tagline. A business card is not the only place to put a tagline. A tagline can go on business stationery, on an advertisement or at the conclusion of a news article on a particular business (hopefully your business).

If you decide to put a tagline on your business card, remember that you are moving towards creation of a “brand” your business. Do not ask the printer to include a tagline that will make it hard for you to expand your business. You do not want to have the public perception of your business work as an obstacle to any planned diversification.