Slogans and Taglines - Use these Small Business Marketing Tips to Create Memorable Sayings for Your Company
Can you link these taglines to their companies? Just Do It . We Bring Good Things to Life . It's the Real Thing. You got that right; these belong to Nike, GE and Coke.
Taglines and slogans are those marketing one-liners that aim to keep your company in the minds of people, be they your current clients or not. Taglines make one visualize and feel the brand, providing a very powerful catch phrase that 'says it all'.
They state the company's selling proposition into a one-liner that hopefully depicts the firm and its brands' unique personality. As a home-based or small business, you still need a tagline or slogan so that people remember your company immediately if they have a need for your product or service.
Taglines and slogans should convey a message in as less words as possible. This is definitely harder than it seems because how do you indeed convey all the great things about your product or service in just a few words? The key here is to focus on your product or service's BEST trait.
Consider Porsche. It positions itself as the car manufacturer that builds the best and most superior sports car in the world, therefore - Porsche, There Is No Substitute . Mazda's “Zoom Zoom,” tagline conveys its direction towards targeting the young, upwardly mobile sports sedan enthusiast. And who can miss out the Intel Inside stickers on almost every PC, signifying that company's strong leadership position as the foremost innovator and supplier of microprocessors.
Large companies have the luxury of hiring top-of-the-line advertising agencies who may take weeks to come up with several taglines for a committee to debate and deliberate upon. The small businessman can't afford to do this, so where do you go for that all-important tagline? LOOK WITHIN.
As the small business owner, nobody knows your company they way you do; its vision, target audience and future plans are all things that YOU know right? So who better to start thinking about taglines than you?
Create a list of why your product or service is the best and focus on that.
Define who your target audience is. As in the Mazda example above, their tagline (Zoom! Zoom!) does not say anything about the product at all but instead tries to catch the attention of its target audience.
Say more with less. With just two words (Intel Inside) Intel was able to show that it is present in virtually all PCs people will probably buy.
Make your tagline or slogan simple. Don't use words where people will have to pick a dictionary to find out its meaning. Use simple everyday words that people can easily connect with.
Ask family, friends and even current customers for feedback! What may sound great to you may actually not make sense to others so be sure you 'market test' your tagline by running it through others and getting feedback.
A tagline is perhaps one of the most inexpensive ways to market your small business. So do spend time on it and give it much thought. After all, you want people to remember your tagline or slogan in a positive way.
Action Steps to Coming Up With Better Taglines and Slogans
Define what particular aspect of your product or service you want to promote.
Define your target audience.
KISS - keep it short and simple.
Test your tagline and slogan and get feedback.
Important Points to Coming Up With Better Taglines and Slogans
Taglines and slogans are very important. You should take the time to develop them.
Testing your tagline or slogan is important. It costs time and money to correct an already printed or marketed tagline.
