Owning a business is often a dream come true for entrepreneurial-minded folks. However, it’s no secret that starting a business means putting in a ton of work, along with blood, sweat and tears. Business owners wear many hats, including manager, human resources, sales and marketing. With so much on their plate, many business owners divide their time accordingly, cutting corners where necessary. One place where no corners should be cut, however, is creating your company logo and slogan!
What’s in a Slogan?
A slogan is a key component in company branding. Businesses have been using slogans for over 100 years as a way to tell their customers and potential customers who they are and what differentiates their product and service from their competitors’. Slogans are the centerpiece of your brand and help to generate loyal customers by sharing your message and mission in a short, memorable way. Conversely, if you send the wrong message, you can actually drive away business.
Your logo and slogan is a first impression for your company and potentially follow you for a lifetime so taking the time to develop an effective slogan is a crucial part of a marketing plan. But where should you start? Read on for some simple tips and best practices.
If your company does not have a slogan, or if you want to create a more effective one, you’ll need to generate lots of ideas. First, brainstorm a list of words that encompass your business. To get the creative juices flowing, ask yourself the following questions:
- What is your passion for the company?
- What makes your business unique amongst others? What’s your niche?
- Who are your customers? What do they want to hear?
- What words describe your product/service?
- What’s the best way to attract attention from your potential customers?
Now, use the words in your list to convey your message in a short, succinct way. Keep your slogan to one sentence, not more than five or so words. Try to use words that convey a feeling. Avoid taking lines you’ve heard a thousand times and jamming them to fit your business – for instance “Selling Bettter…One Home At A Time” or “World Class” or “Your One Stop Shop” … some of those will work well at describing your business, but shouldn’t be in your slogan. For goodness sake don’t say KEEP CALM AND …. so cliche 🙂 You want ultimately make people say to themselves, “Man! I wish I had come up with that!”
One best practice to follow when creating a slogan is to utilize your company’s logo. If you don’t have a logo, you can create both simultaneously. Experts suggest that a slogan and logo can work effectively with one another to promote your brand by ensuring that the two are integrated and convey the essence of the brand through words, music, fonts, colors and images. (Yes, even the type of font you use can speak volumes.)
Keep It Catchy
It’s important that your slogan has a ring to it so that customers remember it.
Look at the logos that I’ve dropped into my content above and below. DJ Gerry Bradshaw needed a slogan that spoke to the impression his service makes on the big events in people’s lives. He does many weddings – one of the most important events in any couple’s life. Epic Events Everytime! Is catchy, memorable, expressive and has the exact message he needed in this case. In my own logo for Creative Juices Marketing I decided to keep it clean and simple. Welcome To A New Age … because Marketing is ever changing and difficult for most people to grasp, I wanted people to feel that I was grounded and I stay on top of the latest strategies and trends. My business name expresses that I’m creative and that new ideas are always flowing, but the slogan adds to that by giving me a ‘in the know and up to date’ feel. With Norm’s Transportation, I decided to be simplistic. We’ll Take You There! Sort of in the vein of “Have It Your Way” for Burger King. You need to get somewhere so ‘we’ll take you there’. You get the point.
Whether you’re just starting your business or have been up and running but are aiming to rebrand a bit, slogans can be an effective — and inexpensive — place to start. Now go ahead and get those creative juices flowing; and if you need some help, contact Creative Juices!