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A few tips for creating an effective company slogan

According to a recent survey by BtoB magazine, the majority of businesses – both small and large – are expected to boost their marketing budgets this year. As this happens, businesses will need to get more creative and more aggressive in order to stand out among the competition.

A unique and creative company slogan can be one of the most effective ways to quickly and efficiently transform your company’s image. Whether they are used for radio spots, TV ads, company brochures or direct mail marketing materials, slogans serve as the most direct representation of what your company does and what it stands for.

In brainstorming a slogan, keep in mind how the creative process works. More often than not, good ideas spring out of the most unexpected moments, so businesses should try not to force ideas from writers or marketers and instead allow them to well up freely.

A good tagline connects with prospects on an emotional level. When considering options, think about what kinds of reactions they will induce.

“Unlike a company’s logo, a tagline can evolve more often to reflect changes in the marketplace, trends or product lines,” Jerry Matthews, account executive for Kilmer and Kilmer, told Inc. magazine. “The challenge is developing something that presents a clear, concise message to consumers.”

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