Creating a great slogan for your business is not a minor issue. It's one tool you can use to seal your brand in the minds of potential customers. It may be the one way that they'll remember you. Here are 5 elements of a great slogan.
1. It's to the Point
What point? The point of your business. Your slogan should tell the main attribute of your business. Is it quality, low cost or excellent service? Your slogan should communicate the number one reason why you exist, as it relates to customer benefits. A famous example of a great slogan that spells out a major customer benefit in a few words is Geico's: "15 minutes could save you a lot of money on car insurance."
2. It's Memorable
You can probably think of a few other slogans in less than two minutes, besides Geico. That's because those slogans are memorable. You can make a great slogan that's memorable, if it's catchy. For example, the older Nike slogan, "Just Do It," was catchy. People used it all the time, often evoking the name Nike. What's a catchy way to talk directly to your target audience?
Consider doing a freelance writing exercise where you just write about the benefits of your business for three minutes without editing it. Then, circle keywords and phrases. See whether any of those make a great slogan or lay the foundation for one.
3. It Shares Your Vision
A great slogan shares a vision for how you intend to enrich the lives of your customers. If you make a slogan all about you and how great you think your company is, you'll lose the effectiveness of using a slogan to build brand identity. If you make a slogan all about the customer, and in a way that encapsulates your vision for serving them, you'll gain a competitive advantage in the marketplace. Your slogan will help you win over the competition in time, with persistent and effective marketing.
4. It Includes Your Name
Unless you have millions of dollars, you should include your company name in your slogan. You don't want to have a great slogan in the marketplace with no name association. You'll run the risk of people remembering the slogan but not your business. There are large companies that have use this strategy, such as Allstate Insurance: "You're in good hands with Allstate." Even with a huge marketing budget, they still think it wise to include their business name with the slogan, so that it doesn't get lost in the customer's mind.
5. It's Believable
Don't make the mistake of thinking that a great slogan has to
include a great promise that you can't keep. You don't want to create a
false impression of your home based business. A great slogan is one
that is simple and true. Keep this in mind as you write your own.
A great slogan can have a huge impact on profits. Be careful to choose a slogan that's unique and that will help grow your business.
Daphne Mallory, Esq. is the co-owner of Mallory Writing Services and has written more than 100 articles helping home based business owners and entrepreneurs start and market their business. You can learn more about her here.