The Importance of Branding – Part Two: The Slogan

Sign - branding: Fontana, Rancho, Jurupa, Riverside and Eastvale.Continuing our article in the proper branding of your business we want to keep in mind that branding is an art, crafted from a variety of factors such as visual acceptance, sight/sign association and memorability. In the last article we looked at some best practices for logo creation and in this article we’re going to address slogans.

Slogans are a great way to help brand your image because they can further define, not only the product or service you provide, but the attitude also. Attitude you say? Absolutely. Attitude exudes confidence and its rare to see confidence without experience.

The Presentation… with a little attitude!

The presentation of your business in the Riverside CA. area doesn’t just identify what you do but also the type of customer that you want to attract. For example, when creating a logo and slogan for law firm you would not expect to see a colorful cartoon icon with a slogan that says “you jail ‘em, we bail ‘em”… But rather you expect to see a prestigious logo with traditional fonts and a slogan that fits the firm in their area of expertise. By that same token a hometown bakery might want to use bright colors and clipart that reflects a more fun-loving environment with a slogan like “a lovely bakery for lovely people”. The attitude of the logo and slogan can attract the type of client that you wish to do business with just as much as it identifying the type of service you wish to provide. At Precision Sign and Graphics serving Riverside CA and surrounding areas we have often advised people to consider this factor when creating logos and graphics.

Slogans aren’t an exact science

Slogans indeed can, and do, progress over the years. In some cases, changing the slogan can help change the path of the business response without having to rebrand your logo. Consider McDonald’s over the last 50 years and all the slogans they have used to express different products without changing their logo; a well phrased slogan can do the same thing for your business. By that same token if the slogan isn’t received well, don’t panic, just try another one.

Creating a catchy slogan

Naturally there are some do’s and don’ts when creating a good slogan. Avoid the use of sayings that can adversely date your business such as referring to events that happen 30 years ago. You also want to avoid anything that could be deemed as offensive, you never want to demean one person or group to sell another person or group something.

Again attitude and personality can play heavily into the slogan that you choose, for example a car dealership that wants a more edgy slogan might say: “We pull our tops down for our customers”… Meaning, of course, that they put the convertible tops down…

Versus a more traditional law firm might have a simple slogan such as: “We are the people’s lawyer” … Playing off of the Declaration of Independence.

Experience counts

Precision Sign and Graphics serving Riverside CA. and surrounding areas is ready, willing and able to put our experience to work for you. For years we have provided marketing minded graphics that are not only attractive but will help grab the attention of your potential customers well. To back that up we provide a wide range of services from banners and business cards to vehicle wraps and window treatments to help get your message out even more.

Check out continuing articles from Precision Sign and Graphics serving Riverside CA. and surrounding areas dealing with the importance of branding. In our upcoming Post, we will be discussing use of colors for different applications in the next article.

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