Of all the things wrong in this world, telling a lie is my least favorite. Mainly for this reason: it prevents anything from improving.
If you tell a lie about a situation, you are intentionally shoving any prospect of fixing it out the door. In the startup world, this comes in many forms, "we're gonna have a billion dollar valuation," "our financials are steady," and my least favorite "we're the best."
Look, don't get me wrong, I think you should strive for a billion dollar valuation, you should strive for steady financials, and you should put your best efforts forward, but don't let these aspirations replace the truth. Like the fact that your startup is maybe worth $20,000 as it stands. Or that your financials are super shaky and your revenue streams are scattered. Lastly, don't confuse your best efforts with being the best solution available.
Why? Because if you let these lies replace the truth, you will certainly overlook what is stopping them from becoming true.
Without a doubt there are aspects of your startup that are amazing, and that you are brave enough to go out there and make something happen. But you will never get better if you cannot look your shortcomings in the face and accept that things could be better.
When J.K. Rowling submitted the first Harry Potter book, it didn't have the same title as we've known. It was first called Harry Potter and the Philosopher's Stone and later adapted to Harry Potter and the Sorcerer's Stone. Why? These two things are synonymous.
Attitude. When you hear the term "philosopher," it sounds geeky and pompous. A sorcerer on the other hand, bolsters the idea of mystery, power, and elusiveness.
What's the point? Branding is full of nuance, while these two terms on paper mean the same thing, their emotional qualities are different. In branding, it's not just what you say, how you look, and what you do, but the attitude you bring to the table.
Saving the world, one (blank) at a time.
Are you really? What is your metric for doing so? How are you different from companies x, y, and z that are also saving the world, one (blank) at a time? Lastly, what good does it do for me, your intended customer?
You weren't thinking of that when you first wrote that tagline, were you? Probably because it's bullshit and it's not really why you're in business. Don't get me wrong, I'm not saying you don't care about whatever cause you want to help, but if this phrase has crossed your lips in trying to build your brand, it means you are not diving deep enough.
You are choosing to piggyback off a phrase that has no intrinsic meaning other than being a cliché that won't offend anyone.
You can do better. You and your brand are worth more than a worn out phrase void of passion.
How would you fix it? Take a look at some of the best taglines ever written:
Just Do It.
What do they have in common? They're simple, they break from convention, and they encourage the user to be something more. To be more creative, to be a champion, to feel secure, to be happier. These taglines don't impose the idea that a user needs your company, they inform the user that this company has a shared aspiration whether they use their product or not.
They're not salesy, they're not imposing, and they are not trying to make it about themselves. These taglines are calls that signal the user to a new adventure.
You want people to be inspired by your tagline? Don't settle for cliché bullshit. Dig deep and think about how you can encourage a user to be something they never thought they could have been. Most importantly, do it in a way that brings your unique flavor to it.