Inspirational or Descriptive?
One common doubt about clarity is how specific we need to be in the brand tagline. Inspirational taglines are much more interesting than the literal ones, and people usually dream about catchy, smart, and memorable phrases. When thinking about that, we all recall Nike and its famous “Just to it”, but we forget that they didn’t just start “doing it” right away when no one knows about them and their amazing proposition. This is something that the brand will build along the way, and there are plenty of ways to keep the communication inspirational.
Just to clarify, taglines are more permanent, while slogans can change by campaigns, for example. We want them to be timeless, powerful statements, but when presenting the brand for its target for the first time we want them to be clear above all.
Get help to shape and show your authentic brand.