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Guide to Creating Your Business Slogan

A good business slogan can help you stand out when competition arises. If you have a business tagline that carries a simple and powerful message while your competitor just has a logo, you have the advantage of winning over the target customers. The right tagline(s) can dictate how you’re perceived both external and internal.

What Is a Business Slogan (Tagline)?

Any form of business branding plan must involve the creation of a slogan. It is one of the basic elements necessary in building an effective brand campaign. A slogan typically consists of a short sentence or a phrase that serves to reinforce the business’s name. In fact, many big time businesses have created highly successful business slogans, so successful that the slogans themselves have been recognized by the customers as much as their names.

Taglines are often dismissed as elements for effective branding, which is also the reason why even a potential good business name fails to deliver, its main purpose is mainly to enhance and boost the name or provide a tiny glimpse of what the brand promises to deliver. Even a simple phrase can go a long way when they are active with your brand. Follow these steps to creating an effective business tagline.

1. Consider why you need a slogan. Think about what is most important for your business. Make your business slogan is original, memorable, to differentiate your business and include a key benefit.

2. Examine other slogans and decide what works and what doesn’t. For example, “Y’ello! Nigeria”, “Everywhere You Go”, “Life Is Beautiful” by MTN are memorable and immediately conveys a strong image.

3. Be truthful. It is bad if your slogan claims that you are “the biggest restaurant in the town”. While, there is another larger restaurant(s) outlet in the town. Instead, concentrate on what distinguishes you from your competitors.

4. Create an emotional response. People like it when a tagline takes them to somewhere emotionally. A tagline takes you there in your head, when you were on those road trips and had a little more freedom.

5. Make your business slogan customer focused. Try to know the opinion of your customers. What they like about your business and integrate it into your business slogan.

A good business slogan tells your customers the benefits you offer them, shows how you position yourself against your competitors, and makes your business memorable to prospective customers.

Golden Rules


  • Be original
  • Be memorable
  • Be simple
  • Be believable
  • Include a key benefit
  • Impart positive feelings for the brand
  • Recall the brand name
  • Differentiate the brand
  • Reflect the brand personality
  • Be strategic
  • Be competitive
  • Be neat
  • Help in ordering the brand


  • Use something in current use by others
  • Prompt a sarcastic or negative response
  • Be pretentious
  • Be negative
  • Be corporate waffle
  • Be complicated

Have Americans Lost Faith in Business Leaders?

In a June, 2013 Gallup Poll (Confidence in Institutions), only 9% professed a great deal of confidence in big business, while 13% indicated quite a lot of confidence. In the same poll, 31% expressed very little confidence in big business. Ten years ago the value was the same at 31%. Twenty years ago, 28%; thirty years ago, 26%.

The values for small business were far better by roughly three times in a great deal and quite a lot categories, at 29% and 36% respectively. Only the military polled higher than small business. Americans trust small-business owners in the creation of jobs more than any other entity.

Though the results over thirty years don’t indicate a dramatic shift in the public’s lack of confidence in big business, there is clearly room for improvement. What drives this lack of confidence? What are the sources? Is it the seemingly endless number of highly publicized corporate scandals and criminality? Is it executive compensation? Outsourcing to foreign countries? Mass layoffs? Cutting of or reducing employee benefits? Greed as a primary operating principle?

It is all of the above, and probably more. At the heart of the matter, in my opinion, is executive leadership. Because of the relatively easy access to owners of small businesses, they are known by the public in ways that leaders of big businesses are not. Hence, small business owners are more likely to be accessible, accountable, and admired by the members of their communities when they conduct their activities with integrity and responsibility. If they act otherwise, they’re finished and they darn well know it.

Leaders of large businesses may not be well known to their own employees, much less the general public. They are mostly seen in newspaper or online articles when commenting on quarterly results or gaining millions in stock options or announcing a domestic plant closure or an overseas plant opening. Is it any surprise, then, that the public expresses low levels of confidence in business executives they know very little about, and who they assume know and care very little about them?

Then again, the general public knows little about the military leaders who are entrusted with the nation’s defense, yet they indicate very high levels of trust in those leaders. Why the difference? Why is one group trusted and the other, not so much?

Military leaders are seen as having the public’s well-being at the heart of what they do. They are generally regarded as unselfish, committed to a life of service where the demands are great and the sacrifices are many. Great military leaders are seen as ambitious, sure, but never at the expense of their troops. The American military has long served this nation honorably and skillfully, and its tradition of sacrificial service has earned a place of special trust with the citizenry.

Business leaders should consider this difference carefully. No, business isn’t the same as military service. But great leaders are great wherever they are, in whatever capacity they serve in. And in all fairness, big business has also unquestionably served this nation well, in peace and war.

So, have Americans lost faith in business leaders? I think not. But public confidence isn’t improving, which reflects the need for business leaders to think anew how they are perceived by the public, and how that perception can be upgraded. The business leaders in the forefront on this in an honest, ethical, and assertive way will be noticed. And appreciated for it.

Have You Got Social Media For Your Business?

Social media for any business is now becoming a confusing mass of choice.

With the way that business is conducted, the usage of online conversation and advertising does have an overall impact on communicating with your followers being your prospects and customers.

As a small business, why do I need to use Social Media?

Social media is now an important part of communication and people will communicate with the use of many types of devices from smartphones, tablets, laptops, and PC’s. Social media has now over taken SMS text messaging, so for a businesses to reach their target audience they need to be communicating using the methods their customer are using.

“billions of people are using social media everyday”

How Do I Start?

With simple planning of what goals and objectives need to be achieved will form the strategy for implementation in to your social medias. Writing down the goals and objectives will give a structured plan and make the goals of achievement to be in line with SMART objectives -

Specific – clear and well defined, make it clear to anyone that has a basic knowledge of your business

Measureable – is your goal obtainable

Achievable – is there a realistic path to achievement

Realistic – within the availability of resources, knowledge and time

Timely – give enough time to achieve<

How much time should I spend on Social Media each day?

Dependant on the business size will determine how much time is required to keep on top of your social media. Until the engagement and conversations start to develop then it will determine the amount of time that is spent on social media.

When should I post?

Look at the profiling and lifestyle of your following and then think about the time of day to send posts. Target posts at the right time of day for your audience will get more engagement and more people seeing your brand. For example if you are posting about job vacancies maybe consider posting when people are on the way to work, lunch time and after a days work finishes at 5.00pm, but if you want to target new mums maybe post mid morning or mid afternoon when their babies are be napping.

Testing times and different forms of posts subjects will give you a measure of when is best to post. Find out what works best for your business, industry type and customers.

There are so many to choose from!

Facebook is the obvious choice for most businesses with over a billion users worldwide. Facebook is great to target your audience having brilliant advertising option. Did you know that on average people in the UK are checking their Facebook profile around 14 times a day.

Twitter is also a great way to talk and create conversations with your prospects and customers. Twitter will give you access to news quicker, but remember your messages need to get across within 140 character limit.

Pinterest is a fantastic form of visual social media used to upload and share photos of any subject you can think of, remembering to link back to your website. Women are by far the biggest users of Pinterest.

Google+ is more widely used by men. Google+ is now tipped to be the social media to challenge Facebook in the next few years. Google+ is used in a similar way to Facebook, posting news, views, photos but adding people t circles to create engagement.

LinkedIn is a Business to Business social media channel and is a lot more business formal than others. LinkedIn is an excellent platform to connect and network on a professional basis. Adding your company profile is also good for your connections to follow.

There are many medias available with only a few of the popular ones selected above. Remember when planning your choice of social media, do you have the human resource to be able to post to all and keep up to date. Time management will need to be considered for your planning strategy.

Does Social Media have a cost?

For a small business with little or no marketing budget then the cost will only be the resource time that you put into creating your social accounts and keep the engagement with your followers. If you want to increase, your business exposure consider upgrading your accounts to an affordable level.

For example:

  • Facebook you can create further engagement with small advertisements capping a daily budget allowance
  • LinkedIn you can upgrade your account to a premium account which will allow you to have a greater visibility and to network easily with new and current connections
  • Look at using a social media management system like Hootsuite. Generally used for business and people that have lots of social media’s accounts to post to. Hootsuite will help you to execute your campaigns across all your medias. There are many others available that are similar and will help you to do the same thype of posting.

Facebook, Twitter, LinkedIn are just some of the great communication tools for your business, so to have a successful media plan you will need to plan, test and measure, then you will be on the right track.