In this article, I am talking about 7 effective ways to strengthen the branding goals that you can use a motto to strengthen your branding.
A catchy slogan helps increase brand awareness and drives home what you offer potential clients. If you don’t already have a business motto, it’s well worth the time to develop one.
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Ideally, your saying will tie into your mission statement and the benefits of choosing you over competitors.
The Small Business Administration reports 31.7 million small businesses in the United States. No matter what industry you’re in or where you’re located, you have competition. If you want to stand out from the crowd, every aspect of your business must be unique, even your motto.
A slogan that rhymes utilizes a play on words, or is otherwise catchy captures imaginations and attracts new customers. There are seven effective ways to strengthen your branding goals.
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1. Highlight Your Personality
Every business has a personality. Think about the tone you’d like to set for your company. Perhaps you are studious, serious, or light-hearted. The type of business you run will often dictate the voice people expect from you.
Bufalini’s Plumbing Solutions puts a humorous twist on one of the reasons to call them for help. Their motto reads, “We repair what your husband fixed.” The short sentence says a lot. It says they are professionals, but it also shows they understand what couples go through.
2. Convey Your Core Values
Your tagline can also offer a glimpse into your core values as a company. Think about your mission statement. What is the underlying purpose of your brand? Why did you start the company in the first place? Your motto should reflect the core of who you are and why you do what you do.
3. Explain The Benefits
Every company offers distinctive benefits. Take the time to analyze your competition. Figure out what their unique value proposition (UVP) is. Now, how can you offer something better?
Look at your UVP from the viewpoint of the customer. What problem do they face that you can solve for them?
Thompson Truck Solutions focuses on the issue many truck drivers face, which is downtime. They make it clear they can help keep you on the road and will do whatever it takes. The motto reads, “What It Takes.” They follow up by clarifying that they work with all truck types and work hard to keep you in motion.
4. Keep Your Focus
Your motto isn’t just for your customers and marketing. It also highlights what you embrace and helps you keep the focus as a company. If you make a decision about a new product or service, filter it through your motto and see if it fits.
As you strive for a better customer experience and higher standards, keep your motto in mind. Will you seem authentic if you do one thing but say another?
5. Elicit Emotion
The best brand slogans tap into human emotions of some sort. Think about some of your favorite brands and their mottos. McDonald’s uses, “I’m Lovin’ It,” and Nike says, “Just Do It!”
Now think about how your customers will feel whenever your brand name pops up on an advertising platform such as Facebook, Instagram, or Youtube. Now go big and think how people would react if your motto was on a big billboard, mobile showroom trailer, event poster, or a food truck: what emotions will it transfer? Seeing your slogan on a big billboard or a food truck is very different from seeing it on social media. You need to transfer several kinds of emotions at once. This is vital to think about as after choosing your slogan the next step is to promote your brand, and these kinds of advertisements are made to support that process. Your motto is the way you want to be perceived in your customer’s heads and, so think about it as a long-term booster for your business.
Although short and to the point, both slogans tap into something people want. People want a happy dinner out with their kids or a fun first date over a cheeseburger. McDonald’s tagline is more about loving life than food.
You’ve likely seen the Skittles commercials with the motto, “Taste the Rainbow.” Similar to the McDonald’s slogan, “tasting the rainbow” is more about experiencing all life has to offer than actually eating colored candies.
The company taps into the fear of missing out (FOMO) many people have. They then capitalize on that with funny commercials about embracing everything life has to offer.
6. Find The Right Words
The words you choose make a huge impact on your target audience. You can choose a first-, second- or third-person point of view, but the key is to tap into emotions. Showcase what you offer or share your heart in as few words as possible.
Think about the different places you might use your motto and make sure it’s short enough to fit. For example, if you < create a web banner for social media or a website ad, you’ll want to make sure the text fits nicely and is readable.
7. Capture Interest
The best slogans are memorable because they’re catchy. They might rhyme or use a play on words. Think about that little ditty you heard on the radio that reminds you of a local appliance store.
Consider things that rhyme or are opposites or repeated words. Maybelline uses, “Maybe she’s born with it. Maybe it’s Maybelline.” The repetition of the word “maybe” sticks in the user’s mind.
Krispy Kreme uses words associated with donuts. They start by using two words beginning with the letter “F” and then throw in “warm,” since warm donuts are such a treat. By repeating sounds, their tagline is very catchy and makes the user want to run out and grab a dozen or so.
Look At The Big Picture
As you come up with a motto, make sure it ties into your brand’s overall goals. Any taglines you use must match your personality and present consistency of purpose. Think about the customer and what they care about. They probably don’t care if you met your goals last year, but they do care if you give back 25% of everything you make.
Your motto is so much more than a simple saying. It has the power to stick with the user, to change minds, and even affect change.
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
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