Creating business identities can be hard work. It is especially hard to step back from everything you’ve been working on and sum it up in three to five words and slap it under your logo. Slogans, mottos and missions statements are essential statements that give more depth of understanding as to the nature of your company to the observer of your website, brochure or business card. We all know a good slogan when we hear it, but writing one is another story. Use these steps to get started crafting a slogan for your organization.
1. Key Words
Major stakeholders of the company should sit down together and discuss what their company means to them or their customers. Have at least two recorders in the group writing down key words to come up in the conversation. If you sell popsicles and the word ‘refreshing’ comes up more than once, write it down. If you sell that same widget as 100 other companies, but yours is ‘ergonomic’, write it down.
2. Review & Eliminate
As a group, start underlining strong concepts and crossing out the weak ones. Eliminate synonyms and empty buzzwords and place the remaining 10-20 words on a large piece of paper or white board.
3. Make Logical Connections
Circle and connect logical pairs and groups of three on the paper or white board until you have about three viable thoughts that capture the heart of what you hope people to understand about your service or product and finish by forming those into sentences. With any luck (and little hard work) you’ll be left with three strong options to test-market with employees and prospective customers.
Have you tried something like this before? If so, we’d love to hear about it. Share your thoughts with a comment.