I’m not a fan of typical corporate buzzword-infested slogans. It’s preferable to have no slogan at all than one which is entirely meaningless.
You know the kind I mean. Sometimes masquerading as a mission statement, or a vision statement, or a company foundation – these are the slogans that fail to ignite any spark of human interest and are utterly irrelevant to potential customers. At best, they would be greeted by an ironic eye roll if you were ever bold enough to say them out loud to your potential customers.
That’s not to say slogans are entirely useless. If you can assemble into a short statement what it is that makes your company different from the rest, then a slogan or tagline can be very helpful in your marketing efforts.
Here’s a helpful test for your slogan: can it, alone, encapsulate why someone should spend their money with you, in a way that requires no additional explanation?
It should be short – the less words the better – but not so short that it makes no logical sense. Here’s some good examples:
- Reassuringly Expensive (Stella Artois)
- Never Knowingly Undersold (John Lewis)
- Shave Time. Shave Money (Dollar Shave Club)
- A Diamond is Forever (De Beers)
- Above it All (Range Rover)
Built into the best slogans is an implicit promise – “spend your money with us, and receive this in return.” Everyone knows that a good slogan alone is no guarantee of success. So, whatever you decide on for your slogan – you’d better be sure you can deliver on that promise. And please, whatever you do, don’t just blatantly copy someone else’s slogan – no one likes a pale imitation. The very least you can do is ensure you’re original!
About the author: Rick Siderfin
Rick Siderfin is a husband, dad of 3, and copywriter who lives and works in Bourton on the Water in the Cotswolds. He is the founder of Vortex Content Marketing, a company founded with one simple objective: to help you get noticed online.