Words and Meanings - What Makes a Company Slogan Powerful?

With so much riding on a slogan, it's important to look at things that sound like good slogans.
Good company slogans are memorable - a slogan you forget 15 minutes after hearing it isn't going to do your business any good.

A company slogan is one of the most important parts of any modern business plan. Short sentences that often contain just a few words go a long way in establishing a customer base for their company as well as a brand. Great slogans are memorable, captivate audiences, and drive home a company's purpose and cause.

The difference between a good and bad slogan can be the difference between a Fortune 500 and bankruptcy. With so much riding on a slogan, it's important to look at things that sound like good slogans.

1. Good company slogans are memorable -

a slogan you forget 15 minutes after hearing it isn't going to do your business any good. If your slogan doesn't have staying power, you might be throwing your advertising budget out the window. Many slogans use rhymes or have a lyrical quality about them that makes people remember or repeat them. Such things allow people to stick the slogan in their long-term memory and recall it when needed. "It's the real thing" - Coca-Cola's slogan - is about as musical as you can call it. That's what makes it so powerful.

2. Good company slogans create images in the mind -

people don't necessarily have to be auditory. The way most people learn, grow and experience their world is through their eyes. Visuals and graphics (such as company logos) help people connect with the things around them. Since a slogan is made up of words and not pictures - a good slogan can help you create a visual picture between the words that you can imagine in your mind. Prudential Insurance's age-old slogan "Get a piece of rock" is a great example. You will see the giant mountain rock from their ad when you listen to it and it will help you remember and respond to the image Your business needs a visual, more than a word picture slogan.

3. Good company slogans are unique -

One thing you want your slogan to do is set your business apart from other businesses that might like it. If your company sounds like every other company on the block there's no reason a customer will think you're where they need to go. Create a slogan that not only reflects your business but also tells people why it should be yours. It does no good if people confuse your slogan with someone else's slogan. For example, if you were walking out of a travel agency and your slogan was "Get a piece of the map" (mirroring Prudential's slogan above) people might confuse you with an insurance company and call you outright. can't remember Is "Where do you want to go" a good slogan so people remember your business and the nature of your company?

4. Good company slogans invite people to participate -

One way slogans can be effective is to encourage people to use the product or company they represent. The best example of a short, memorable and award-winning slogan is Milk Consultants' "Got milk?" Not only does this let you know what she wants you to think about (the milk), but it prompts you to receive the milk and be involved in the process. Another great slogan to illustrate this point is the crime prevention slogan McGriff the Crime Dog. "Stay Away from Crime" - It encourages people to be part of the community and work to prevent crime Slogans that encourage participation have huge potential to boost business.

5. Good company slogans refer to company benefits -

If you want people to use your service, you need to give them a quantifiable reason why they should. Slogans that tell the consumer what's great about their company are the slogans that keep people coming back. GE's famous "We bring good things to life" helps people recognize the company's benefits and gives them reasons to choose its products.

Overall, good company slogans seem to be too complex a way to present simple ideas to consumers. However, when you realize that a simple sentence has the potential to bring in a ton of business, a careful search for ideas is always worth it.

For example, if you were walking out of a travel agency and your slogan was Get a piece of the map (mirroring Prudential's slogan above) people might confuse you with an insurance company and call you outright. Good company slogans invite people to participate - One way slogans can be effective is to encourage people to use the product or company they represent. Slogans that tell the consumer what's great about their company are the slogans that keep people coming back.