Your company may have more than just a name. It may have a business slogan that conveys your ideals or calls customers to action. Are you sure that slogan really says what you are hoping to communicate?
Double Meaning in Action
Read this quote from J. Ruben Clark about how interest works:
It is a rule of our financial and economic life in all the world that interest is to be paid on borrowed money. May I say something about interest? Interest never sleeps nor sickens nor dies; it never goes to the hospital; it works on Sundays and holidays; it never takes a vacation; it never visits or travels; it takes no pleasure; it is never laid off work nor discharged from employment; it never works on reduced hours; . . . Once in debt, interest is your companion every minute of the day and night; you cannot shun it or slip away from it; you cannot dismiss it; it yields neither to entreaties, demands, or orders, and whenever you get in its way or cross its course or fail to meet its demands, it crushes you.
Now, look at the slogan for Citi:
What is the first thing that comes to mind?
“Interest never sleeps” and “Citi never sleeps.” Something doesn’t sound right.
Double or hidden meanings in your business slogan can dredge up unpleasant memories, feelings, and thoughts in your customers.
Ideally, your business slogan would do the exact opposite: propel customers to be excited about your product and purchase today.
Your Ideal Business Slogan
If you are struggling to create an effective business slogan, try simply stating what your company does. This eliminates ambiguity and the potential for a confusing or offensive mantra.
For example, 37signals, has a very clear description of their company:
Making collaboration productive and enjoyable for people every day.
Does your business slogan sound a little eerie to customers and potential prospects? How can you simplify or rewrite it to be more meaningful to your customers?