Creating a Business Slogan

A compelling slogan can make your business memorable

A slogan is a short phrase that does a lot of work. In just a few words, it can convey all sorts of information about your business or product. A memorable slogan can even become part of the culture (a là "Where's the beef?"), which is great for your business.

A good slogan:

1. Tells your prospects the benefits you offer them.
2. Shows how you position yourself versus your competitors.
3. Makes your business memorable to prospective customers.

Zero in on your key benefits

A great slogan tells potential customers what you can offer them that your competitors can't, whether it's powerful ideas, a high-quality product, or exceptional customer service. It's your "unique selling position." For example, "You're in good hands with Allstate" tells customers that Allstate provides bend-over-backwards service.

Brainstorm slogan ideas

Holding a brainstorming session (by yourself or with colleagues) is a good way to generate slogans.

Test it

Test your slogan with both current and prospective customers; if you test only with current customers, you won't learn how to create a slogan that converts prospects into customers.

• Look at your competitors' slogans to make sure you say something different.
• A witty slogan (if your business lends itself to it) is more memorable than a dead-serious one.
• Including your name in the slogan will ensure that people remember your business when they remember your slogan.
• Make your slogan work for you by putting it on your Web site, on your marketing materials, on your voicemail message, and in your ads.

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