Not all businesses have taglines. As a matter of fact, quite a few of my existing clients don't actually use a tagline. In my opinion, however, it's important to have a statement about your business even if it isn't a publically facing tagline. Having your tagline, whether public or private, will inform the way you move forward with the story of your business in marketing and even in sales.

Video and Article: https://wapiti.digital/tagline-defines-your-brand/