Vol. 2 No, 12 Monday September 02, 2013

A company slogan is a catch phrase or small assemblage of words that are arranged in a unique manner to identify a company or its product. It expresses the objective or nature of the company.

Slogans like “Y’ello Nigeria”; “MTN – Everywhere You Go” and “Life is Beautiful” are household slogans made popular by MTN.

A good slogan can help you stand out from your competition. If you have a slogan that conveys a simple, powerful message while your competition just has a logo, you have the advantage in standing out and winning over your target audience. The right slogan can change how you’re perceived both externally and internally.

Importance Of Your Company Slogan

A lot of my Clients have asked me about the importance of a company slogan. In this article, I will try to explain the following issues:

• What is a company slogan?
• Impact of your company slogan on your branding efforts
• How to create a good slogan
• The difference between advertising slogans and business slogans

What is a Slogan?

Any form of business branding plan must involve the creation of a slogan. It is one of the basic elements necessary in building an effective brand campaign. A slogan typically consists of a short sentence or a phrase that serves to reinforce the business’s name or logo. In fact, many big-time businesses have created highly successful marketing slogans, so successful that the slogans themselves have been recognized by the consumers as much as their names.

Slogans are often dismissed as elements for effective branding, which is also the reason why even a potentially good business name fails to deliver. Its main purpose is mainly to enhance and boost the name or provide a tiny glimpse of what the brand promises to deliver. Even simple words or phrases can go a long way when they are in synergy with your brand.

In my opinion, a slogan should:

• Be memorable
• Recall the brand name
• Include a key benefit
• Differentiate the brand
• Impart positive feelings for the brand
• Reflect the brand’s personality
• Be strategic
• Be competitive
• Be original
• lBe simple
• Be neat
• Be believable
• Help in ordering the brand

A Slogan Should Not:

• Be in current use by others
• Be bland, generic or hackneyed
• Prompt a sarcastic or negative response
• Be pretentious
• Be negative
• Be corporate waffle
• Make you say “So what?” or “Ho-hum”
• Make you say “Oh yeah??”
• Be meaningless
• Be complicated or clumsy

Final Tip

Unless you can come up with something no-one else can say, or something nobody has said already, forget it.

Take Action Today!

– Chinedum Azuh

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