by David Tandet
Big insider news! Company slogans (done right) work wonders.
And the slogan that does exactly what you hoped it would do — and more — is the best slogan in the world.
Wait a minute. You already knew about slogans that sell, taglines, and such?
Of course you did. But maybe you were thinking it didn’t matter in your case. After all, you’re not Nike or AT&T. Yet. Well, maybe if you GET a slogan . . .
Let’s have some fun first.
Name who each of these goes with:
1) “Just Do It”
2) “Got Milk?”
3) “Absolutely, Positively Overnight”
4) “The Show Me State”
5) “The Ultimate Driving Machine”
6) “The Power of Great”
I created number 6 for the financial services corporation ReallyGreatRate.
A slogan doesn’t have to be attached to a multinational corporation to be effective. It can serve a very specific, temporary purpose as well as play a part in a global corporate identity program. The important thing is that it does in fact serve its purpose.
What separates every slogan above from some less successful taglines is that each conveys something unique about the function or feel of the entity it’s attached to.
Doesn’t “Absolutely, Positively Overnight” make FedEx come across as the gold standard in its field?
And with the descriptive word “Great” sharing part of the tagline and the name of the company itself, “The Power of Great” also represents the unique security, service, and network of support that my client wants to express.
Now as good, sound, and obvious as this advice may seem, many slogans don’t personalize the message at all. The guilty parties will go unnamed, but it probably won’t be difficult for you to come up with your own “failed” list in fairly short order. I say “probably” because even though there is no shortage of clunkers out there, it might take some effort to even remember the bad ones.
To create an effective slogan, a copywriter can’t do better than to heed the advice of advertising legend David Ogilvy: “Analyze the task.”
I analyze the task by making sure I know exactly what my client needs. I become clear about unique advantages someone receives from my client’s product or service.
DavidTandet.com created “There Gear” to transmit the adventuresome, exploratory feel of a specialty outfitter. “Save a Horse. Change Your Life” put community members in touch with a remarkable type of equine rescue operation.
If you’d like to discuss creating a company slogan that lets your target audience know what you’re all about — a tagline that gets across what’s special in what you offer — let’s talk.
*1) Nike 2) California Milk Processor Board 3) FedEx 4) Missouri 5) BMW 6) ReallyGreatRate