Your brand positioning line, a.k.a. tagline, carries a lot of weight. Make sure it comes heavy.
Here are some of the positioning lines/taglines I’ve created for clients. There are others I created while an employee at other agencies, which means I can’t list them here, but I can tell you about them – and I’ll be glad to do so. Regardless of who I was working for or whose line it was, anyway, these are the criteria I’ve always used to evaluate whether the lines were good or not.