August 7, 2008 | Category: Branding | Tags: Branding

One of the questions, many start up business owners ask is weather they need a slogan and what it should be. As logo designers, we are asked this question a lot of times.

A slogan or tag line is a phrase coupled with your logo design that enhances your brand image. It’s purpose is to inform the audience of either what the company does or what the company philosophy is. It is not mandatory to have a slogan. You should only have a slogan if you company name is not descriptive and does not give an indication of what your services are about.

Over the years, large companies have started to come up with slogans that are quite witty and some times puzzling. They use the slogan as part of the brand strategy. This is not always possible with small businesses. The primary focus of a small business starting out is to first of all is to get the message of the company out. They should create clarity about their brand and after promoting their brand successfully for a while can then start experimenting with slogans.

At the end of the day, the business owner is the best person to come up with the slogan. There is no point in spending a lot of money, initially, on slogan creation. Write the benefits of your service or product and then try and see if you can convert one of them into a slogan.

A slogan should be to be to the point and not too wordy. A wordy slogan will tend to crowd up the logo design and make it difficult to promote the brand. Use simple words. Do not go for abstraction. Do not use technical jargon.