Well I would say as a minimum you need to make it crystal clear, what it is that you do for your customers. So a supporting line under your business name will help to do this (if your business name isn’t so blindingly obvious that this would seem like complete over-kill!).
It’s surprising how many small businesses don’t. I can only guess that it is perhaps an oversight and they assume wrongly that everybody knows what they do. They know after all!
I’ve seen many good examples of small businesses who reinforce their business brand name with a strong supporting statement – which is in effect a slogan.
I worked for many years at Avis car rental and was responsible for the Avis brand and advertising. Avis proudly still has one of the Top 10 advertising slogans and campaigns of all time – “We try harder.” The slogan was used internally with the staff to reinforce what the company strived to deliver and also to position the business againt its competitors. Although the brand advertising imagery and messages had moved on and changed since the slogan was first launched in the ’60’s, the slogan has held strong for more than 50 years!
Key to a good slogan…
It’s been suggested that a good slogan is:
– catchy, concise and characteristic
– rolls off the tongue
– no more than 6 words
– relevant and not flipant or meaningless
– avoids puns or risky double entendre
– avoid clichés
– will translate (if you trade internationally)
– based on the truth and your brand promise
If you make claims (these can often be part of your USP) in any strapline, make sure you can prove them – you may be challenged. Several high profile companies have had legal action taken against them for making false or misleading claims.
Why should we have a slogan?
As I said, it can really help to position your business and your offering in the mind of your customers, whether that’s end consumers or fellow businesses. It can also assist in keeping you front of mind which is key in converting potential customers into paying ones.
Consumers do tend to remember distinctive elements that make your business standout from the crowd – a memorable individual or an eye-catching logo, colours or strapline?
As I’m from a brand strategy background I’m a strong advocate for clear and consistent branding for any business. As with all marketing – repetition and a clear message is key. Your brand is no different to the other areas of marketing that you undertake.
No good having a strapline if it isn’t based on what you deliver and isn’t consistent with your other marketing messages.
What’s your view on straplines? Essential brand reinforcement or cheesy and outdated? Love to hear your thoughts!