A slogan typically consists of a short sentence or a phrase that serve to reinforce the business name or logo. It is an advertising statement that describes what your brand is all about. Some slogans have an attitude like MTN’s “everywhere you go” or a statement of what they are trying to accomplish like Xerox’s “the document company”. There’s a lot of confusing slogans out there so being concise and precise is crucial for an effective slogan for branding.
Slogan is often dismissed as an element for effective branding methods, which is also the reason why even a potentially good business name fails to deliver. Its purpose is mainly to enhance and boost the name or provide a tiny glimpse of what the brand promises to deliver. Even simple words or phrases can go a long way when it works well with your brand.
Therefore, you need not just produce a creative slogan but an intelligent one. The purpose is mainly to capture the consumer's attention and produce interest about a given product. It enables your audience to stop and think about the possibilities offered by the brand. Depending on your marketing plan, you can utilize a slogan to appeal to either the needs, attitudes, or emotions of the consumers. Therefore, you are trying to compel them to make an action, which in this case is to purchase the product to avail of the benefits it offer.
Business owners must be able to differentiate advertising from business slogans since they serve different purposes. The business slogan is more important since it concerns the brand identity. It impacts your distinction in the market and the power of your brand. On the other hand, advertising slogans are created for a specific marketing objectives and over a short-period of time. It is more concerned over influencing a consumer's immediate reaction to a given product while business slogan reinforces the reputation of a company as part of its branding efforts.
