Clear Beats Clever
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Church road signs are notorious for being clever instead of clear.
The thing is, people only remember a message if they understand it.
Unless you’re G.K. Chesterton or Mark Twain, you’re probably confusing people with clever puns, double entendres, and wordplay.
The same goes for your branding.
Is it easily understood?
Does it connect with a deeper meaning?
Does it point to your story?
Strong brands prioritize clarity.