!44: Search For a Slogan - Know What Your Brand Means to Customers

!±8± Search For a Slogan - Know What Your Brand Means to Customers

Prior to the age of the Internet, the term 'slogan' was used for what today is referred to as a 'tagline'. This is a word or a set of words that in a brief statement, conveys a message to the consumer for a company's particular brand or service.

This slogan or tagline should be designed for the purpose of being 'sticky' in the minds of consumers. In other words, it is a phrase that they remember. When those particular products or services are required again, the slogan pops into their mind and they know where to go to buy the product or service.

There are famous advertising slogans almost everyone remembers. Think of FedEx®. Over the years they have changed their tagline depending on the current business climate but their first tagline was "When it absolutely, positively has to be there overnight." Think of the message the customer gets with this. They get the message that if they have a package that must reach it's destination overnight, FedEx® will get it there! This is a very powerful and famous slogan.

Know What Your Brand Means to Customers

Continuing on with using FedEx® as an example: This company focused on the service they can provide which is their 'Brand'. They can deliver your package overnight! They didn't' say they were the 'best delivery service in the world', or that they were 'Number 1'. Who would believe that anyway? So many businesses get in the bragging mentality and want their customer base to believe they are the best. The way to get your customers to believe that is to deliver on what you say you will do.

So, you have a business which you want to promote and you want your target market to find you, buy your products and services and to remember you in the future. So what do you do?

What is a personal brand? Personal branding is about you and how others perceive you. It isn't about having a logo but sometimes this can be useful. It is about providing goods and services to your customer that has value. "Under promise and over deliver". This is how to build a strong personal brand, one that people will remember. Consider having a slogan or tagline that briefly tells the customer what sets your business apart from all the rest. Help them remember with a phrase that sticks in their minds. The slogan should have meaning to the consumer. You will want your tagline to inform your audience of the value you provide. What is the problem they may have that you have a solution for? This is the type of message to get out there.

What do you think the problem is that these slogans are solving for the consumer?

"Lose the carbs. Not the taste." Michelob Ultra

"Lifts and separates." Playtex Cross-Your-Heart Bra

"How do you spell relief? R-O-L-A-I-D-S." Rolaids

When you are searching for a slogan, consider what it will mean in the minds of your consumers, the problem you can solve or pain that can be relieved and you will be on your way. Who knows, it just might become a famous slogan in the future.

Having a strong personal brand is a good marketing strategy and creating an appropriate tagline or slogan can help your business as customers remember the value provided.