Taglines and slogan advice

Ever wonder why huge brands like Nike or Apple can get away with super vague slogans? It’s because they’ve already built massive awareness. Smaller companies? Not so much.

The Lesson in the Image

That chart shows how your tagline should evolve as your company grows:

• Small biz = direct and clear (“Hey, I can help you with copywriting.”)
• Medium biz = slightly broader (“Let us help get customers to your business.”)
• Giant biz = aspirational (“Tell the world.”)

Why It Works

• Matches message clarity to brand awareness.
• Keeps early-stage marketing focused on selling, not branding.
• Avoids copying billion-dollar brands that have totally different goals.
• Builds a natural evolution in how people perceive your business.

Real-World Proof

• Geico still sells with every slogan.
• Apple inspires because people already know what they sell.
• “Got Milk?” moved milk nationwide by being direct and universal.
• Basecamp grew early with plain language like “Project management made simple.”