Anyone who works in business and is responsible for company slogans knows that people don't do business simply because it's convenient, interesting or available. They do business because they have been motivated to do so. There are a number of ways businesses can motivate people to use their particular business or shop at their store; however one of the best is through company slogans. Company Slogans generate sales.
Company Slogans Reveal Purpose
People like to support businesses that show they have a higher purpose than just making money (even though we all know that's what people go into business to do). They want to think the business are supporting is focused on supporting the customer, establishing justice or simply doing some good in the world. When a customer or client can believe the sentiment of a company slogan that shows the business has a purpose in mind it makes them feel good about spending their money. Purpose is a mainstay of business that deals in client or social services.
Company Slogans Retain Memory
One of the best things about slogans is their ability to embed themselves in the mind of consumers. A company slogan that is quick or catchy and even fun to repeat has the ability to move from the frontal lobe of the brain (where we keep all things for a few minutes to an hour) to longer-term memory.
Once something embeds itself in our long-term memory we can associate with the business every time we think of the topics. When Allstate Insurance began to use the company slogan "The Good Hands People" - their returning and new customer markets went up because people could remember that for long periods of time. After having an accident or purchasing a new car "The Good Hands People" was the first thing people who think of calling. A memorable slogan is like having constant contact with your consumers no matter where they are.
Company Slogans Set the Tone
Depending on your company and your target consumer, there are certain things you want people to think about your company. A company slogan helps set the tone for how people will see or understand your business.
If you are leaning toward a young and trendy group of consumers, you want them to think of your business as innovative, active and modern. A slogan like "We're all about now" or HP's "the Computer Is Personal Again" reflect a hip postmodern attitude that is likely to attract younger consumers. However, if you are in the business of financial planning or something that tends to target middle-aged and older consumers you want to rely on tradition and stability, which is what that group is looking for. Company Slogans like "We make money the old fashioned way" or "The same recipe for 100 years and counting" are sentences that will drive older consumers to your doorway.
Slogans Support Company Names
Not everyone gets to name their company. Some people buy into or inherit a company with a registered trade name that it would hurt the business to change. A good slogan can add some luster to a company that is stuck with a dead end name. Let's say you buy out "ABC Pest Control" - the name itself is not very exciting. However, with a good company slogan "Big solutions to little pests" makes the company seem fun and effectual. That's the power of a strong slogan - the ability to support a name and giver a fuller view of the company in order to connect with the client at their level. No matter what your business name turns out to be, a spicy slogan can bring customers in and keeps the business flowing.
When you think about it, we are surrounded by slogans every day. We don't always notice them, but they work their way into our subconscious and allow us to remember names, choose businesses based on our needs and preferences and know more about the companies we support. Company slogans are an important part of business for both the owner, and the customer. As your business gets started, take the time to get a company slogan that makes sense, adds character and shows the full potential of your business for both established and new customers to see.
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