Company slogans are one of the most elemental parts of any modern business plan. Little sentences that often have just a few words go a long way into establishing a client base for their company as well as a brand. Great slogans have the power to be remembered, captivate audiences and continue to bring home the purpose and reason for the company.
The difference between a good slogan and a bad one can mean the difference between the Fortune 500 and bankruptcy. With so much riding on a slogan, its important to look at the things that good slogans all seem to have.
1. Good company slogans are memorable - A slogan that you forget 15 minutes after hearing it is not going to do your business any good. You might as well throw your advertising budget out the window if your slogan has no staying power. Many slogans use rhymes or have a singsong quality about them that makes people remember them or say them over and over. Those kind of things allow people to put the slogan in their long-term memory and recall it when then need arises. "It's the real thing" - the slogan of Coca-Cola - almost has music to it as you say it. That is what makes it so powerful.
2. Good company slogans create mind pictures - People are not necessarily auditory learners. The way most people learn, grow and experience their world is through their eyes. Visuals and graphics (like company logos) help people connect to the tings around them. Since a slogan is made of words and not pictures -a good slogan can help you by creating a visual picture out of words that you can see with your mind. Prudential Insurance's age-old slogan "Get a piece of the rock" is a great example. When you hear it you can picture the huge mountainous rock from their advertising and it helps you both remember and respond to the image. Visual your business is, the higher the need for a word picture slogan.
3. Good company slogans are unique - One of the things you want your slogan to do is distinguish your business from other businesses that may be like it. If you company comes out sounding like every other company on the block then there is no reason that a customer will think of yours as the place it needs to go. Create a slogan that does not just reflect your business but also tells people why it has to be you. It does not help if people confuse your slogan with someone else's. For example, if you were running and travel agency and your slogan were "Get a piece of the map" (mirroring Prudential's slogan from above) people may get you confused with the insurance company and not remember you distinctly. "Where you want to go" is a much better slogan that has people remembering the nature of your business and your company?
4. Good company slogans invite people to participate - One of the ways slogans can be useful is to encourage people to use the product or company they are representing. The best example of a short, memorable and award winning slogan is the milk counsel's "Got Milk?" Not only does it let you know what it wants you to think of (milk), but it makes you want to go get milk and be involved in the process. Another great slogan to illustrate that point is the Crime Prevention's slogan for McGruff the crime dog. "Take a bite out of crime" - this encourages people to be a part of the community and work to prevent crimes. Slogans that encourage participation have a great chance of boosting business.
5. Good company slogans mention company advantages - If you want people to use your service, you need to give them a quantifiable reason why they should. Slogans that tell the consumer what is good about their company are slogans that keep people coming back. GE's famous "We bring good things to life" helps people recognize the benefit of the company and give them a reason to want to choose their products.
Overall, good company slogans seem very complex ways to put out simple ideas for consumers. However, when you realize the potential for one simple sentence to bring in a ton of business, careful exploration of ideas is always worth it.
Fresh Bread Creative is a group of Company Slogan Developers
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Source: www.isnare.com
