The Payoff is a short sentence typically placed under a brand or company name. It is most effective when it is linked to the brand.
For instance, these are strong payoffs:
Rinnai – Tankless water heaters
Lindt – Master Swiss chocolate
While these are generic, weak statement that could relate to anything and, therefore, do not contribute to characterize the brand as a strong payoff would do:
Nissan – Innovation that excites
GE – Imagination at work
The payoff must work for you only, it links to the brand, and it says quickly and memorably what makes you different.
If you do not have a strong payoff do not use one.
Read also How to judge an advertisement/