Looking To The Future

Looking to the Future...
That was an ad slogan I heard on the radio the other day. And the business had nothing to do with time travel.

The thing about slogans is... don't even bother having one if it's not going to give people a clue as to what kind of business you are or what kind of company culture you cultivate.

When your slogan is nothing but a cliche phrase, it means nothing to people. It's invisible. Nobody's going to say, "Oh...well I should buy from them because they're looking to the future."

For a slogan to be worth having, it needs to be unique to you. It needs to give people one or two great reasons why they should do business with you. And if you're paranoid about offending one person out of a hundred thousand with your slogan or any of your marketing messages, you're going to have a tough time getting anything OUT of your marketing.

If any other business could attach your exact slogan to the end of their business name, pick a new one. Make it fit YOUR business only. Then, you're on the right track.

---