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Five Strategies For Creating A Powerful Company Slogan

Company Slogan

While only a few words, slogans are powerful marketing tools that can have a dramatic impact on brand recognition and authority. A company slogan is often the first thing that draws a potential customer in, and what helps establish your company’s personality and trustworthiness from the get-go.

Short, sweet, and recognizable slogans – like “Just Do It” or “Got Milk?” – may sound casual and off-the-cuff. However, a lot of thought and intention went into their creation. Marketers are tasked with summing up the essence of their entire brand in a short, memorable statement. Doing a lot with a little can be a daunting task.

While generating a powerful company slogan is no easy feat, there are some strategies that can help you with the process. Below, we’ll go over five key strategies to help you come up with a winning tagline that will ensure your branding is rock solid. 

Keep It Short & Simple

The most memorable company slogans tend to be short. Some even use as little as three words, like McDonald’s “I’m Lovin’ It” or General Electric’s “Imagination At Work.” Even slogans that run on the longer side are still very brief. Both Meow Mix’s “It’s So Good, Cas Ask For It By Name” and M&M’s “Melts In Your Mouth, Not In Your Hands” are under 10 words.

Most marketing copywriters will tell you writing 12 words is usually more challenging than writing 1,200. Why? Brevity is difficult – how do you sum your brand in under 10 words? While this might sound nearly impossible, keep in mind that a slogan does not have to tell a customer everything.

You do not have to get into the nitty gritty of what your company does, how it does it, and why. What you are giving the customer is a small taste of your personality and a brief preview of what you are selling. It can help to ask yourself, “What is the biggest benefit of this company?” or “What positive feelings are associated with our product or service?” 

WalMart’s slogan is an excellent example. What is WalMart known best for providing? Day-to-day products at a reduced price. Their slogan – “Save Money. Live Better.” – conveys this without going into unnecessary detail. A lesser company might have chosen something like, “Essential Products Sold At An Unbeatable Price.” While this might be a fine tagline for an advertising campaign, it’s a little long and a little clunky for a slogan. WalMart’s less-is-more approach has resulted in one of the most memorable slogans on the modern market.

Focus On Your Audience – Not Your Company

What does your company offer consumers? This is the central question a tagline answers. When writing a slogan, it is easy to get sidetracked by thinking about all the wonderful things your company does. The products and services you provide are of course important, but the best slogans convey your company’s value on a deeper level. 

Ask yourself, “If I could sum up what people want from my industry in one sentence, what would I say?” That sentence can serve as a jumping off point to generate some powerful slogans.

A hair salon might be able to boast of high-end products and experienced stylists, and these are definitely points worth mentioning on your website. Your slogan, however, should place more emphasis on the broader appeal of salons in general. When you book a hair appointment, what do you really want? To feel good about yourself by revamping your style right? Ulta Beauty sums this up with the catchy motto, “The Possibilities Are Beautiful.”

Another excellent example is AllState. Customers want the tangible benefits of insurance, of course, like financial protection in the event of an accident. However, a great deal of trust goes into working with an insurance company, and consumers seek out providers who will be their advocates. The saying “You’re In Good Hands With AllState” is reassuring, and immediately establishes trust.

Pick A Company Slogan With Staying Power

As slogans are so heavily associated with a brand, changing your slogan is always a risky move. It is not impossible to adjust a slogan, and many brands have done so successfully, but it’s best to avoid the problem if you can. Therefore, you should select a slogan with staying power. A slogan that was once relevant, fun, and clever can become obsolete over the years as our world changes.  

This can be through no fault of your own. A recent example is KFC, who for decades used the slogan “Finger Lickin’ Good.” However, after the 2020 COVID-19 pandemic, they suspended use of the slogan due to increased concerns regarding public hygiene. These were not circumstances most people could have foreseen.

However, sometimes a company can be shortsighted when it comes to writing a slogan, usually by failing to predict technology will inevitably evolve. Verizon’s “Can You Hear Me Now? Good” was an excellent slogan for years, but was risky in that it referenced specific technology. In modern times, phone calls are only one of many tasks people do on their phone, and more and more consumers use text as their primary mode of communication. 

Apple provides a good example of how a tech company can get around the issue of obsolescence when choosing a slogan. “Think Different” conveys everything we associate with the Apple brand and cutting-edge companies in general – a sense of innovation, the ability to be on the forefront of change in the market. It does so without signaling out a specific technology, giving the slogan a sense of timelessness.

Pick A Company Slogan That Compliments Your Logo

Copy and design go hand-in-hand when it comes to cultivating a memorable brand, so much so that some marketers recommend designing your logo before your slogan. Consistent branding is one of the best ways to ensure your company is recognizable on a wider scale, and a solid combination of vision and text is the best means to achieve this.

Your slogan and logo should complement each other. They should suggest the same thing about your product or service. A cartoonish, light-hearted logo wouldn’t pair well with a somber slogan, and vice versa. An unclear brand identity can easily make potential customers feel confused or unclear about your company.

A good example of a logo and slogan that work well together comes from Nike. Nike arguably has the most memorable logo and slogan on the modern market, and one major reason is both capture the essence of Nike’s brand. The swoosh logo suggests movement, while “Just Do It” is a motivational statement that encourages drive and initiative. Combined, they reflect the athleticism we associate with the Nike brand.

Don’t Be Afraid To Get Creative

Marketers often want to stay professional when writing a slogan. You should of course avoid slogans that are obscene, or slogans that are suggestive, abrasive, or potentially offensive in other ways. However, that does not mean slogans have to be 100% serious. Sometimes, a playful slogan that employs creative elements can be an excellent means to get potential customers to pause for a moment. 

Wordplay, rhyming, and casual humor can all make a slogan feel fun, which can be beneficial if you’re aiming to brand yourself as a more lighthearted company. Lay’s Potato Chips uses slang in their slogan, “Betcha Can’t Eat Just Once,” for example. Bounty’s slogan – “The Quicker Picker Upper” – employs rhyme and rhythm in a playful fashion. Citgo’s “Fueling Good” makes a customer do a double take through wordplay, which catches their attention.

Overreliance on humor or wordplay can be a bad thing, especially if you are selling a more serious product. However, in many cases, a creative slogan can give you a major edge over the competition.

The Bottom Line

There is no denying that composing a good slogan can be a challenge, but it is integral to building a strong brand. Therefore, take the necessary time to come up with something truly unique that will both stand apart on the market and positively reflect your brand. The above tips should give you a solid foundation to get started.

Need some help? At LookinLA, we build data-driven marketing strategies for clients to help them become industry leaders. We have experience working with a diverse range of clients. You can read success stories here and reach out to book a call here. We look forward to hearing from you.

3 Website A/B Testing Tools

A/B testing is becoming more and more common as teams realize how important it is for a website’s success.

[vc_row][vc_column][vc_column_text]The Web is a huge, competitive marketplace with very few (if any) untapped markets, meaning that being successful by offering something unique is rare. Much more common is that you’re competing for the business of your customers with several other websites, so attempting to convert every visitor into a customer or upselling/cross-selling your services better could make all the difference to your bottom line.

Due to this, the market for A/B testing tools and CRO (conversion rate optimization) tools is growing exponentially. But choosing one can be quite a time-consuming challenge, so in this article, I’ll compare the best A/B testing tools to help you decide which is most suitable for you or your team.

A/B testing is about experimenting with visual and content changes to see which results in more conversions.A/B testing often follows usability testing as a means of testing a solution to a flaw in the user experience identified using metrics like bounce rate in an analytics tool like Google Analytics, and thanks to the depth and quality of A/B testing tools available now, A/B testing is accessible to designers as well as marketers and developers.

 

1. Optimizely

Optimizely is one of the leading — if not the leading — A/B testing and CRO tools on the market today. It offers analytics tools to suit users of all levels and a multitude of A/B testing tools. (You could think of it as the Google Analytics of A/B testing, with a much simpler user interface.)

Consider this scenario: You have an eCommerce store built with Magento. You’re aware that in certain cases it may benefit stores to add a one-step checkout solution instead of the standard multi-page checkout, but you’re not sure if your store fits that use case. You need to test both options and compare the results with/without the one-step checkout experience. You know that running two versions of the checkout simultaneously requires changes to the code, which is a complex matter.

With Optimizely, you can send a certain amount of your users to a totally separate checkout experience to collect conversion data. If the experiment yields negative results, you delete the experiment and the original checkout web page still exists and works fine. No harm was done.

With their Web Experimentation tool, which offers an easy-to-use visual editor to create A/B tests without requiring a developer (optional), the ability to target specific user types and segments, and create experiments on any device, Optimizely has all your bases covered.

Although you can run A/B tests without a developer, your variations can be more targeted (for example, your variations can go beyond color, layout and content changes) if you have the skills and/or resources to develop custom experiments with code. By integrating your A/B tests into your code, you can serve different logic and test major changes before pushing them live.

Also, if your product extends beyond the web, Optimizely works with iOS, tvOS and Android apps. Optimizely’s Full Stack integrations make it possible to integrate A/B tests into virtually any codebase, including Python, Java, Ruby, Node, PHP, C#, Swift, and Android.

2. Google Optimize

Google Optimize is a free, easy-to-use tool that integrates directly with your Google Analytics Events and Goals to make A/B testing quick and easy! It’s ideal for traditional A/B testing, focusing on comparing different CTA (call to action) elements, colors, and content.

Developers aren’t required for implementing Google Optimize since it’s as simple as adding a line of JavaScript to your website and then customizing your layout with the visual editor. With this, you can change the content, layout, colors, classes, and HTML of any element within your page.

It’s not as sophisticated as Optimizely, since it doesn’t allow you to create custom experiments with code/developers, but it’s free. It’s great for those starting out with A/B testing. For each Google Optimize experiment, you’ll need to specify which Google Analytics Goals or Events will be the baseline for your A/B tests. For example, if you were A/B testing a product page, you could use an “Add To Basket” event that you’ve defined in Google Analytics to evaluate which of your variations converts the best. The Google Analytics report then gives you a clear indication of which variation converts best. It’s ideal for those on a low budget!

Just don’t get carried away, as Google famously once did, by testing 40 different shades of blue to see which converted best!

3. Unbounce

Unbounce focuses on landing pages and convertible tools. Convertible tools use triggers, scenario-based overlays and sticky bars to A/B test offers and messages to learn when, where and why your visitors convert. An example? If a user tries to leave your site, they’re shown a discount code in a modal or a sticky header, and a test will determine which is more effective.

Landing pages can be an amazing way to validate your ideas, build excitement around a new product, and/or re-engage dormant customers. The problem with them is that they can result in false positives. If you get very few conversions you may feel like your idea is invalidated or demand for the new product doesn’t exist, when in reality users were just unimpressed and/or unconvinced by the landing. Unbounce helps you to determine what your landing is missing.

While you can choose from over 100 responsive templates designed for many markets, goals, and scenarios, and then customize it with your own content using their drag and drop UI, you can also integrate Unbounce with your own design, making a terrific solution for designers and marketers who need to collaborate. Unbounce also works with Zapier and Mailchimp, so data can be transferred across the other apps and tools that marketers use.

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Author: Jamie Murphy
Source: sitepoint.com

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