Yes, Your Company Still Needs a Slogan
In certain industries, and even in general, company slogan seem to be missing in action from the marketing scene and the world at large. Which is great news for the companies who continue to use them effectively and, conversely, an opportunity for anyone looking to sharpen their brand image and marketing edge at the same time.
Even though we are clearly not in the golden age of slogans – for reasons I can only guess at – their intrinsic value is no less important than ever. Many of the slogans in use today lack the creative genius that words the days when you bought Hallmark greeting cards because “you cared enough to send the very best,” or when you grabbed a bottle of 7 Up from a grocery store shelf because you thirsty for “The Uncola,” there’s an ever-present opportunity to reflect creative and marketing genius of your own with a new slogan that touches all these bases.
Brand Identity and Recognition
A well-crafted slogan contributes significantly to brand identity and recognition. It distills the core message of your brand into a few memorable words or a short phrase, making it easier for customers to recall. For instance, Nike’s “Just Do It” encapsulates the brand’s ethos of empowerment and action, making it instantly recognizable worldwide.
Differentiation in the Market
In a crowded marketplace, standing out is crucial. A unique and catchy slogan helps distinguish your company from competitors. It highlights what makes your business special and why customers should choose you over others. Apple’s “Think Different” not only differentiates it from other tech companies but also aligns with its innovative brand image.
Emotional Connection
Slogans have the power to evoke emotions and create a connection with your audience. They can reflect the values, mission, and vision of your company, resonating with customers on a deeper level. This emotional bond can lead to increased customer loyalty and advocacy. Coca-Cola’s “Taste the Feeling” connects the brand with the joy and pleasure of drinking their beverage, fostering a positive emotional response.
Consistency in Marketing
A slogan provides a consistent message that can be used across various marketing channels and campaigns. This consistency helps reinforce your brand message every time customers interact with your company, whether through advertisements, social media, or promotional materials. It ensures that all communications are aligned and contribute to a cohesive brand narrative.
Building Trust and Credibility
A strong slogan can build trust and credibility by clearly communicating your company’s promises and values. It sets customer expectations and reassures them of the benefits they will receive. FedEx’s “The World on Time” promises reliability and punctuality, which are critical for a logistics company.
Motivation and Focus for Employees
Internally, a slogan can serve as a motivational tool for employees, reminding them of the company’s goals and values. It fosters a sense of unity and purpose, aligning everyone towards a common objective. This internal alignment can lead to better performance and a more cohesive corporate culture.
Team Up with IMS advertising Today
Some of our best work over the years has been in developing slogans for companies and organizations in such diverse fields as plumbing, HVAC, food pantries, business-to-business electronics, United Way, a PGA tour stop, not to mention the one we developed and still use for ourselves: IMS Advertising: “…to get to the other side.” Who knows what we might dream up next…for you.