How to create a slogan

One of the hardest and most frustrating parts of my job is writing slogans and positioning statements for clients. The reason for this is because there are so many horrible slogans being used by big companies that people no longer understand the purpose of a slogan.

So here is my soapbox lesson on slogans.

The purpose a slogan is to do one thing – explain your number one most powerful and unique benefit the clients will receive from doing business with you. It is not about using esoteric words and phrases that basically mean nothing. It is all about clearly and very simply stating your most powerful benefit so when your client reads your slogan, they immediately know how your product/services will help them. Most companies completely screw this up and come up with a phrase that means absolutely nothing to consumers. If you have to explain what your slogan means to somebody, your slogan SUCKS! A slogan is not a puzzle, it is not Zen philosophy. People should never have to guess what the heck your slogan means.

Here is an example for a fake management consulting company:

Bad slogan that means nothing:
"XYZ Business Consulting - We define excellence."

Good slogan:
"XYZ Business Consulting - We help businesses find and eliminate hidden costs that kill profitability."

Do you notice how the bad slogan means nothing? What is the benefit? How does this consulting company "defining excellence" help my company if I were to hire them? You are probably thinking to yourself that you see slogans like this all the time. Guess what, most slogans suck.

Now, do you notice how the good slogan promises a strong benefit? You read the slogan once and you know what the company does and how they will help you. Could this slogan be made even stronger? Hell yes, but it is Friday afternoon and I want to call it a day.

To your success!

Peter Geisheker, CEO
The Geisheker Group marketing firm
(920) 471-1638
"We don't help you compete, we help you dominate!"