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Business slogan speaks in your absence

Apr 24 2014 10:19
Cape Town - Never underestimate the power of well-thought out slogan because it will define the core of your unique selling proposition (USP), says Jannie Rossouw, Head: Sanlam Business Market.

A USP is defined as the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.  "It positions your value proposition. 

"It also helps your clients remember what you do and what you stand for."

Rossouw lists a few examples of slogans:

* Sanlam: We think ahead
* First National Bank: How can we help you?
* Checkers: Better and Better
* AVIS: We try harder
* Kaleidoscope: Scientific e-marketing
* Allan Gray: Independent minded
* Silverline Group: Building for a better tomorrow
* Yellow Pages: Let your fingers do the walking
* KFC: Finger lickin’ good
* Federal Express: When it absolutely, positively has to be there overnight
* Interflora: Say it with flowers
* Audi: Vorsprung durch Technik
* MasterCard: There are some things money can’t buy. For everything else, there’s MasterCard

"As is evident from the above examples, the slogan sometimes speaks to values and at other times to what the business does.

"Sometimes the name of one’s business is not descriptive enough to inform prospective clients about what the business stands for, or does. 

"Use your slogan together with the logo of your business and/or on all marketing material and literature, at the bottom of all correspondence, in advertisements and on the website of your business.

"A slogan speaks in your absence," says Rossouw.

- Fin24

* Share your experience of setting up your business, tell us about your USP and get published. O simply ask a question, our business panel can put you on the right path.

entrepreneurs  |  branding  |  small business
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