If you’re the restaurant marketing director at McDonald’s don’t read this. Everyone else should pay close attention though. After all, the rest of us don’t manage brands that consumers are familiar with almost from birth. In fact, most companies have to work pretty hard, with a finite amount of cash to get their brand noticed and acted upon. Fortunately, you can start to effectively tell your story with the two most time-tested, core items in all of branding, your logo and your company slogan.
Just like the equally time-tested PB&J, the logo and company slogan work best when they work together. Sure there are some great avante-garde logos and wacky marketing slogans that have been used successfully, but for small business, effective logos and marketing slogans should bconvey your personality and also fill the critical function of just telling others what you do.
When Nyquil was faced with confused consumers, they went with the advertising slogan “The nighttime sniffling, sneezing, coughing, aching, stuffy head, fever so you can rest medicine.” Yes, that’s a long ad slogan and we recommend you stick with less than 14 words, but make sure you leave your target audience saying, “Ah!” instead of “Huh?”
The best movie slogans are great examples of catchy advertising headlines that convey a tone but also fill in the blanks. The recent entries to a Slogan Slingers movie slogan con
test for independent horror movies is worth checking out.
So if your logo is more conceptua
l, a more direct company slogan or tagline might be in order. If your logo is more direct, you can go with a business slogan or tagline that is l
ess definitive. Your company name also plays a role. (I suppose that would be the milk in this peanut better and jelly metaphor.) If you’re Chicago Disco
unt Pipes and your name says it all, you have a little more freedom with both your logo and your business catchphrase. If you sold discount pipes in Chicago and your name was Treadtopia, your logo and company slogan have work to do.
No matter what, the best move is to open a company slogan contest and choose from some of the best slogan ideas you’ll find at a fraction of what ad agencies charge. And while you’re looking over the entries from the slogan generators at Slogan Slingers – A.K.A. our pool of professional advertising writers remember to pick the one that sticks with you. Like peanut butter to the roof of your mouth.