Mac
Apprentice
Posts:12
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| 13-03-2008 12:44 PM |
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How effective do you think a slogan would be for a small company?
Most memorable slogans are associated with big companies who have had the money to throw at advertising and so get them impregnated onto our gullible minds. But what about a small company? Would a catchy slogan really associate potential customers with a brand name if they don't get to read or hear it as much? Or would it just look cheesey when they do come across it?
I was thinking of one for my company and came up with this so far:
Enigma - Elements of Endurance
The reasoning behind it is that we make hard wearing wedding and fashion rings from Titanium and Black Zirconium.
So, folks, my question is this:
Are slogans only for the big boys or can we little ones use them effectively also without looking stupid? |
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Mystic Raven
Apprentice
Posts:13
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| 14-03-2008 7:41 AM |
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Slogans can definitely work for smaller businesses, but only if they're promoted well.
For example, I can recall a radio ad for a local private hire firm years after the last time I'd actually used them or even heard it.
Quote:
Engima - Elements of Endurance
To be honest, that made me think of sportswear although I'm sure there are those who can relate weddings to endurance! |
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Legion
Apprentice
Posts:11
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| 17-03-2008 9:43 AM |
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Mac - is your business promoted mostly online? If so, you can pretty much give any impression you want.
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Risso
Posts:9
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| 18-03-2008 7:56 AM |
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My opinion is that if you can make a slogan cheesy for the right circumstance but if you can think of one that fits well with your business than it will only help you to differentiate yourself from you competitors, which is always good.
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Mac
Apprentice
Posts:12
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| 19-03-2008 10:06 AM |
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I do tend to focus on internet promotion mostly - having tried exhibitions and magazine advertising and seen very poor results from both, the internet is a good cheap method of promotion - that is if you don't take into account the thousands of man hours I spend chained to this computer actually doing it!
I figure I owe myself a fortune by now and when the bill has built up really high, I'm going to sue myself for non payment - should end up with quite a tidy nest egg  |
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Legion
Apprentice
Posts:11
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| 21-03-2008 10:42 AM |
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I'm not too sure Titanium rings lend themselves well to cheeseyness somehow.
I could always take a leaf out of some of the big boys books for eg:
Legion - What's on your finger?
or
8 out of 10 couples prefer Legion
or even |
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emailmonkey
Apprentice
Posts:11
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| 21-03-2008 10:49 AM |
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I think the main issue with slogans is that they are primarily pitched to run with a wider marketing strategy which attempts to join a simple concept with a brand image.
Go to work on an egg...
Nice cold ice cold milk...
I think a slogan will work optimally in a format intended to be listended to, ie, audio/video - radio/TV.
Not sure how effective it might be online without a really obtuse branding campaign.
I guess that's the key - a slogan is a branding tool, isn't it? So if you have a marketing drive for branding purposes, something to use. Otherwise, perhaps not going to be particularly effective.
2c.
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Mac
Apprentice
Posts:12
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| 24-03-2008 7:33 AM |
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I think a slogan will work optimally in a format intended to be listended to, ie, audio/video - radio/TV.
I would agree with that.
The Capital One slogan is an example that stuck with me. "What's in your wallet" is said in a slightly comic tone that just wouldn't have worked if it was only in print. I've found myself mimicking the slogan on quite a few occasions when I've opened my wallet and my pet moth flies out. At the same time the slogan doesn't actually make me consciously think "Capital One" though, so is it working? |
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Legion
Apprentice
Posts:11
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| 25-03-2008 9:49 AM |
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If you think consciously of Capital One, I reckon it's actually not branding as much as it is marketing. Similar, but different. Branding is more about subconscious associations.
A non-cheesy slogan could work for you, I think. Enigma is not a name that says what the business is about, a tagline or slogan could clear that up.
On the other hand, some air of mystery could also work.. there's lots of options, but I guess it depends on your marketing strategy and brand.
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RichardL
Newbie
Posts:8
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| 27-03-2008 10:07 AM |
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In my opinion if you are a small company you must invest in advertising, because this is the only way people will find out about you.
.....it's true that at the beggining you will have a small amount for advertising but it's worth it. |
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Jonesy
Newbie
Posts:6
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| 03-04-2008 6:40 AM |
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Our slogan came into use entirely by accident. We were writing web copy for our site and used 'We keep it simple'. It kinda stuck, and we then started thinking about how so many of our clients tell us how confusing they find SEO and really can't find the information in an accessible tech-friendly way, so this became our corporate approach
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