First, take a look at the Dependable Solutions case study. Then read the previous blog post Developing A Winning Advertising Slogan. Once you have read the case study and the previous blog post, you should have an idea as to what Dependable Solutions provides to their clients. To sum up, they help organizations achieve the following:

• A Manageable IT Infrastructure
• A Stable, Secure Network and Computer Setup
• 99.9% Uptime

The New Slogan

I came up with a few slogans the company could use, but ultimately we decided on “Your Technology Management Experts” as the new slogan.

Remember the Peer1 and SingleHop slogans I discussed previously? Both start with “We” and state what the company does for its clients. For the Dependable Solutions slogan, I used “Your” instead of “We” to help establish a personal connection with the company’s target audiences. Instead of saying “Your Technology Management Experts,” I could have stated, “We Are Technology Management Experts.” The slogan would still be powerful, but by using the word “Your,” Dependable Solutions can build a more personal connection.

Since the company manages technology solutions for its clients, I decided to use a form of “manages” and “technology” in the slogan. And to distinguish Dependable Solutions from other companies, I incorporated the word “Experts.” Take the personal connection factor “Your,” combine that with “Technology Management,” then add “Experts” to round it out.

Success Today

The slogan, along with the postcards, website copy, and brochure copy, was launched November 2007. Today, eight months later, Dependable Solutions has doubled its number of employees, opened a new store front for home users needing technology assistance, and expanded into new vertical markets. The company is consistently increasing revenues, adding new clients and employees, and developing new relationships with its new marketing copy and new winning slogan.

Coming Up…

In the coming weeks, I will share more topics and ideas on creating and developing winning advertising slogans.

1. Developing a winning slogan for Young Copy. Since I develop business slogans for my clients, why not go ahead and develop one for Young Copy.

2. Launching the new Young Copy slogan. Will it be successful? I think so. After all, if I develop winning slogans for my clients, I can do the same for Young Copy.

Slogans, a favorite topic

One of my favorite topics – developing a winning slogan. Aside from it being easy, at least it is for me, developing a slogan is one of the best things you can do for your company. But unless you understand the fundamentals of how to develop a catchy slogan that will stay in the minds of your customers, do not attempt to develop one on your own. So before you consider creating a slogan for your business, take a look at the following process I use when I create slogans for Young Copy clients.

Two sides to great slogans

First you need to understand there are two sides to every great slogan. One side represents what you do and the other side represents how what you do benefits your customers. Each side can consist of one or multiple words. And when you bring both sides together, you have an effective business slogan. For example, I wrote about PEER 1’s “We Get IT” slogan a while back. Let’s break the slogan into multiple pieces.

“We” represents PEER 1. “Get IT” represents how customers benefit from using PEER 1. If you read the We Get IT – Great Branding? blog post, you know “IT” is a play on “it” and “Information Technology.” And you know that I think using a play on words as PEER 1 did is brilliant. You do not always have to use a play on words, but in some cases it could help you distinguish your company’s slogan from your competitors’ slogans – if they even have a slogan.

Don’t have a slogan?

Most companies do not have slogans, much less a catchy slogan. If they do, at least based on my experience, they rarely get it right. On top of rarely getting it right, the ones that do usually spend way too much money to have a team of creative people come up with the right words to burn on people’s memories. I’m not suggesting that everybody who reads this can go out and create a slogan on their own and it be good, but it will help you understand what you need to know if you decide to work with your own marketing team or you decide to outsource your “slogan” project to a professional.

Get a free Information Technology (IT) or related slogan.

You’ll like SingleHop’s slogan

Back to the two sides of a company slogan. Even though the entire slogan should represent your company and what you do for customers, the first side should represent your company’s services in one or two words. Jot down a few words that describe your company’s solutions, services, or products. For example, SingleHop, a managed dedicated server company, created the “We Manage IT Differently” slogan. Again we see a play on words using “it” and “IT” for Information Technology.

Side A: “We Manage IT”

Side B: “Manage IT Differently”

Side A represents what SingleHop does best – they manage Information Technology. In this case they manage dedicated servers.

Side B represents what they do for customers – they manage Information Technology different than their competitors.

Making the slogan better

Could the slogan be better? Absolutely. But it’s still a useful advertising slogan because it intrigues customers and motivates customers to find out how SingleHop manages Information Technology differently. Of course, their slogan has no meaning to you unless you are shopping for a new dedicated server hosting company and you need a company to provide management services for your dedicated server.

To make their slogan better, let’s follow the logical process I use when I develop slogans for my clients. We know that SingleHop provides dedicated server hosting and manages dedicated servers. But I have one question – how do they do it differently? Actually I have many questions. Do they do it cheaper? Do they have better support? Do they have more qualified engineers managing dedicated servers? Do they have better software in place? Is their network better? I could go on until I have exhausted every question imaginable. Yes, it takes asking the right questions, and in some cases, a lot of the right questions in order to come up with an advertising slogan that does its job well. On the other hand, it may only take a few questions to get the best information needed to develop a winning slogan for your company.

Looking into the future

Or maybe it goes back to my original point that “it intrigues customers and motivates customers to find out how SingleHop manages Information Technology differently.” Maybe customers see the slogan and start a conversation with the SingleHop team to learn more about how they do it differently. If that’s the case, the slogan should work well. Down the road I will interview the SingleHop team and find out how well their company slogan is working.

Related posts and more

1. Developing a winning slogan for a technology management company.
Learn how I created a slogan to help a technology management company stay in the minds of their clients.

2. Developing a winning slogan for Young Copy.
Since I develop business slogans for my clients, why not go ahead and develop one for Young Copy.

3. Launching the new Young Copy slogan. Will it be successful? I think so. After all, if I develop winning slogans for my clients, I can do the same for Young Copy. Blog post coming soon!

Post your comments

I want your opinion(s). Agree or disagree with this post? Have a better slogan in mind? Want to challenge the post in any way? Post your comments today. Let me know what you think.