We can all remember a great catch phrase, jingle, or tagline; they’re simple, yet motivating, and somehow settle into the subconscious of our memory. Then, as soon as we see the name brand Nike, we immediately recall “Just do it!” (am I right?) That is the purpose of a slogan.
A slogan is that memorable catch phrase that captures the audience’s attention, reminding consumers of your business’s brand or product. Depending on the type of company or circumstance, a slogan can boost advertising efforts.
“The best part of waking up is Folgers in your cup.” ~ Folgers Coffee
“The Quicker Picker-Upper” ~ Bounty paper towels
“Because You’re Worth it” ~ L’Oreal Cosmetics
The only question an entrepreneur must ask himself is: “Does my business need a slogan?” There are millions of companies widely recognized for their taglines, while others, such as Starbucks, have maintained popularity without one. Major companies, such as Apple, Chick-fil-A, and Walmart, frequently use visual and audible platforms such as billboards, TV commercials, and radio ads to market to their audience. Personal businesses, however, such as freelancers, can depend majorly on their websites, in which effective SEO brings customers directly to them.
Also, slogans take a little more work than putting together rhymes or attractive words. Your slogan should assist your brand, summarizing the essence of what your business stands for. Many businesses invest a lot of money into a slogan, only for it to be forgotten or misinterpreted by consumers. Depending on the societal changes, not every slogan remains the same. Notice how many fast food restaurants, such as McDonald’s and Wendy’s, changed their slogans periodically to re-brand themselves and identify consumer preferences (which over the past decade have been more healthier alternatives).
So, are we saying you must have a slogan? Of course not, but we’re saying you shouldn’t avoid the idea. It takes a lot to figure out what’s best for your startup. Your type of business, your brand, and your target audience all play important factors. With effective consulting, you’ll know what works best for you.