There’s so much talk nowadays about “brand” that you’re likely to feel a little left out if you’re a small business owner who hasn’t really made an effort to create one. Perhaps you think that the size of your business doesn’t really justify branding; that it is a tool reserved for larger companies to get the word out clearly and concisely about their business.
Well, this idea is erroneous. If anything you’re in even more in need of a good brand to distinguish you from the other small companies in your town, businesses that most likely do very comparable work to that which you deliver. A business slogan is the leading edge of your brand, and it can be an excellent way to help you set your company apart.
How else can a plumber, for example, create an impression on a general public that he desperately wants to convert into paying customers? It’s difficult to be a plumber who is so superior that it will lead to plenty of work, but a good business slogan can most certainly create a prominence in the mind of potential customers regarding you and your company even if you are just a one-man operation.
It may cost a couple of hundred dollars to find and pay a hotshot ad copywriter to come up with a list of a few slogans from which you can choose. Considering that you will probably use your slogan for years into the future the cost is almost incidental. Remember as you choose your business slogan that it is going to be valuable across every medium on which you run advertising campaigns. In fact, you want to create a certain brand continuity regardless of how exactly you attempt to reach your customers, and having a common slogan for all of your marketing accomplishes exactly this.