Who Are You and What Do You Do?

Who Are You and What Do You Do?

Does your business name say what you do, or does it leave the public guessing?

In a perfect world, the name of a business clearly says what they do or sell…names like Valvoline Instant Oil Change or Lawn and Snow Company instantly “says” what the company does.

If your business name doesn’t say what you do, we’re not suggesting that you change the name, but, it’s not too late to develop and promote a slogan that can be every bit as strong for your identity as the name itself.

Strong slogans not only say “what you do” but more importantly describe “what” you want your business to be “known” for.

GEICO’S “Fifteen minutes could save you fifteen percent on your insurance” is a prime example of a slogan that tells the prospect “what” they want you to remember about them.  They will save you time and money!

For several years, I had an advertising partner that had a name that was confusing because it made them sound like they were an investment company, but they really were an alternative real estate company.  Problem was when the company was created, the name the used was geared to attracting people who wanted to invest in Real Estate, but when I got involved, they were looking for their end users, people who were buying or selling homes.  Our campaign worked because we used WOWO radio to tell listeners of our afternoon talk show, exactly what they did.  The message was out there every hour, 15 hours every week, between 3pm and 6pm.

If your business name says what you do but you don’t have a strong slogan, a good, strong advertising campaign can cure some of these ills. Today, there are simply too many names, too many competitors, and too much fragmentation for you to be remembered for your name alone.  On my radio station we have 7 or 8 heating and cooling companies.  You can’t just toss your name out there and hope that you get some of the business.  I work with 4 of them and each one has a different and distinct slogan and advertising campaign that reflects their unique selling points.

A strong slogan, used consistently over time, will differentiate you in your prospects’ minds and give you a competitive advantage.

Having strong Top of Mind Awareness (TOMA) is even more important in the age of electronic media. Studies suggest that 70% of people will click on the first business they are aware of or have a preference for, rather than clicking on the first name revealed at the top of the search engine page.

In the new electronic era, radio and internet are the perfect combination.  Having strong TOMA (Top of Mind Awareness) is always the best SEO (search engine optimization).

Click here to receive “7 Secrets of Successful Slogans” that will help you create better Top of Mind Awareness for your business.

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