If a business had a soul, the tagline could be its expression in words. And every business needs to consider what adding a tagline might accomplish. That’s the philosophy of tagline guru Eric Swartz, a branding strategist who’s created thousands of brand expressions for clients across the globe, including American Express, Apple and Wells Fargo.

Here’s Swartz’s tagline definition: a succinct phrase, situated under or alongside a company’s logo, that communicates a single but powerful brand message designed to resonate strongly with an intended audience.

“Taglines are the easiest and most effective way to communicate a new or revised brand message. They can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor,” according to Swartz.

In this fast-paced culture where dollars often speak the loudest, it can be easy to get lost in the shuffle of jumping on the current of ‘busyness’ and not keeping the focus on the grass roots elements of business: people.

Relationships will always be the fundamental success of any prosperous business, whether small in operation or Fortune 500. If your focus is to keep your eye-on-the-proverbial prize of enhancing and developing relationships, you in turn will benefit your bottom line. So how does one make connections and master maintaining connections? Answer. Share your connections!

The internet represents significant operational, marketing, and growth opportunities for retailers, wholesalers, and manufacturers, but the strategic challenge has rapidly evolved from “which channels do we embrace?” to “how do we create channel synergy?”

Operationally, a “multichannel” orientation integrates systems, strategies, and business processes to generate new efficiencies. At Blair Corporation, a publicly traded apparel and home furnishings retailer, we leveraged our ability to cost-effectively promote out-of-date merchandise through our hyper-growth Blair.com business to increase gross margins and eliminate a costly and unproductive offline liquidation channel. A multichannel retailer with a more significant brick and mortar presence—such as Best Buy, for example—should integrate its systems so that customers can order online and pick up their selections in a local store. In both examples, metrics such as ROI, profitability improvement, and customer loyalty will validate success.