A: It is almost impossible to understate the value and importance of your business slogan, tagline or catch-phrase. Do it right and people know at a glance exactly what your business is all about. But get it wrong and you ruin that rare opportunity to brand with potential new customers.

Example: At the end of his career, my dad owned a giant discount carpet warehouse. His slogan was "Elegance underfoot." I always thought that was odd and didn’t fit. So one day I asked him about it and he explained that he hoped people would see the slogan in his ads, think it was some upscale store and then be pleasantly surprised by the bargains they got. I think he had it wrong.

A great business slogan explains in a nutshell what your business or product is really all about. Ideally, it sells your desired benefit and creates your intended brand at all once.

In 2000, some of Britain’s top advertising executives analyzed the 115 best business slogans in British and American advertising. Then Nick Padmore analyzed the results. His conclusions are very informative.
 

The Best Slogans and Catch-Phrases

• Mention the brand only about half the time.

• Usually use declarative or "imperative" sentences (Burger King - "Have it your way.")

• May bend the rules of grammar or spelling (Campbell’s Soup - "Mmm, Mmm good!")

• Often use a rhetorical devise like alliteration, metaphor or rhyme ("You’re in good hands with Allstate.")

• Are short, generally five words or less ("Just do it.")
 

Inc. magazine recently looked at the Top 10 slogans of all time. They fit Padmore’s model. Consider (in no particular order):

• Apple: "Think different."

• Wheaties: "The breakfast of champions."

• Wendy’s: "Where’s the beef?"

• M&M’s: "Melts in your mouth, not in your hands."

• Miller Lite: "Great taste, less filling."
 

Branding takes place in the mind. It is the feeling, thoughts and impressions people have when they think about your business. That is why a great tagline is so important. Often, the first time someone is exposed to your business is when they see or read your advertising. Your tagline enables you to instill the exact brand you want to create. But only if you do it right.

Dad did it wrong. His tagline was in fact the exact opposite of the image and brand of his warehouse. In his case, something like (but hopefully more creative than) "The low price leader" would have worked better.

So the key to a great slogan is to be creative, keep it short and sweet, and use tools like rhymes, alliteration, or even puns.

A good tagline: Don’t leave home without it.

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