Make Your Slogan Stick
 By B.J. Addington

Using slogans to advertise and promote products and services is a proven way to build a brand and get your business in the minds of consumers.

Need proof? Test your own knowledge of the following advertising slogans. Match the phrases on the left with the companies they belong to. Then check your answers at the end of the article.

Just do it We’ll leave the light on for you Run for the border We know why you fly Zoom Zoom Because I’m worth it Have it your way Can you hear me now? Betcha can’t eat just one Good to the last drop

A. Motel 6 B. Maxwell House C. Verizon Wireless D. Taco Bell E. L’Oreal F. Lays G. Nike H. Mazda I. Burger King J. American Airlines

How’d you do? Chances are most—if not all—of these phrases rang a bell.

A slogan can be a powerful addition to your marketing tool box, whether you’re a corporate giant with millions of advertising dollars to spend or a small-business on a shoestring budget.

The right slogan can give your business character and pizzazz. And the good news is, you don’t need to spend big advertising dollars to develop your slogan. Here are some tips for developing a slogan that sticks—and sells—your small business.

• Determine your unique selling proposition. What makes your product or service different than the guy down the street? Focus on this key benefit as you begin the process of writing your slogan. Consider who you are now and who you want to be.
  
  
• Define your target market. What is your product or service and who are you selling to? Consider the age group, education level and salary. If your target includes mothers with children, a warm fuzzy approach may be appropriate. However, if you’re selling hunting equipment, you might want to consider another tactic.
  
  
• Hold a brainstorming session. Sit down with business partners, employees, your spouse and children and bounce ideas off each other. Nothing sparks creative juices better than collective thinking.
  
  
• Keep it simple. Make sure your slogan consists of everyday words. You’ll lose people if they have to look up words in the dictionary just to figure out what you’re selling. Likewise, be straightforward. This isn’t the time for ambiguity.
  
  
• Be brief. Your slogan should consist of just a few words to maximize the memory factor. Remember, a simple phrase will roll off the tongue easier and stick in the mind more than something wordy.
  
  
• Get feedback. Ask family, friends and customers what they think of your slogan before implementing it. You don’t want to make the costly mistake of adopting a slogan that people don’t relate to.
  
  
• Use it everywhere. Once you have the perfect slogan, wear it out. Have it printed on business cards, stationery, advertisements, signage, specialty items and more. Use it when you answer your phone, plaster it on your Web page and incorporate it into the signature line of your e-mails. The more your slogan is seen with your business name, the more people will relate it to your company.
  
  
• Stick with it. Don’t get discouraged if your new slogan doesn’t become synonymous with your business right away. It can take years of marketing for your slogan to take off. Persistence is key.
  
  
• Trademark it. Get a trademark for your new slogan to protect your investment. Visit the U.S. Patent and Trademark Office for more information about trademarks. You can also search a trademark database and complete an online trademark application there.

Answer Key
1. Nike
2. Motel 6
3. Taco Bell
4. American Airlines
5. Mazda
6. L’Oreal
7. Burger King
8. Verizon Wireless
9. Lays
10. Maxwell House

Benefit availability dependent upon membership level and state of residence and may be subject to change.

(Posted June 2007)

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