What's in a slogan?

I'm in Houston on a business trip with my best friend, who has come from Australia not only to see her Texan family but also to attend an industry conference and brainstorm with me about starting her own company. After many years of hard work in her field, she is now in the exciting few months before an official business launch. As part of the preparation, we've been discussing website copy and design, business cards, brochures, blogs, logos, and slogans. In short, we've been creating her brand.

Of course, as happens with friends, a couple of days ago our serious talk turned silly, and we began throwing out some of the tackiest slogans for her company we could think of. Then, as we caught our breath from laughing, she asked, "Do I really need a slogan? Aren't slogans kind of cheesy?"

Well, I said, it's like anything else in the business world: In the wrong hands, of course they're cheesy! Or, worse, misleading or even offensive. But the idea behind a slogan or tagline is to sum up what a company is and what it offers, as well as hint at its core values, concisely and creatively. Good slogans are rare, but when they happen, they can truly define a company for decades. Just look a few famous (and long-lasting!) slogans:

L'Oreal: Because you're worth it.

Nike: Just do it.

Travelocity: You will never roam alone.

Allstate: You're in good hands.

BMW: The ultimate driving machine.

Some of these slogans, like Travelocity's, are fairly recent. Others, like Wheaties, have been around for nearly a century! The point is: When slogans work, they really work. And plus, you should be able to define your company in a sentence.

Need help creating your slogan? Contact me at katie@legacyeditorialconsulting.com.

By the way, my best friend's slogan will be unveiled in October with the launch of her website. I'll link to it then!

18.08.2009. 11:40

This article hasn't been commented yet.