Creating A Slogan From Scratch

BusinessWeek Online:

A compelling slogan can be a vital business tool. Doing it yourself requires creativity, clear thinking, and some constructive criticism.

Don’t pick a slogan that simply reiterates your company name. It should enhance and complement that primary statement about your company and provide would-be customers with new, positive information about you.

* DEFINE YOUR NICHE. Once you have an idea how the slogan will advance your brand, sit down, either by yourself or with a key group of collaborators, and take a hard look at what your company is, what it does, and why the world should care.

* TEST ADAPTABILITY. After that brainstorming session, you, or someone to whom you assign the task, should come up with several ideas for slogans that you can discuss at a second meeting.

* CHECK FOR MATCHES. Narrow down your selection to the top three or four slogans and run them past people whose opinions you respect, making sure that you aren’t so wedded to one possibility that you ignore constructive criticism.

Run your finalists through the Web site of the U.S. Patent and Trademark Office, to check whether someone else has already filed or registered the same, or a very similar, slogan.

Photo by LeoL30.

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