Most slogans aren’t slogans. They’re puns that don’t mean anything. Or category descriptors (what you do). Or table stakes (what you and all people like you should be doing anyway). Or just, err, words that humans don’t actually think or say (‘Tomorrow is here today’ or ‘See your tomorrow’ or ‘Tomato sausage tomorrow’ etc.)
A slogan has one job. A slogan is clear, memorable shorthand for the reason I should choose you over other options available. That’s it.
When I was lucky enough to work with Lesley, leader of the North of England’s category-leading Model and Talent agency, Tyne Tees Management – (I do mean lucky, by the way. Lesley is a dream) – The slogan we developed was MADE YOU LOOK. This is protected IP now.
Tyne Tees Management know what they are for. It is their job to get clients an unfair share of attention. To get clients noticed. So the slogan is a nod to both the stand-out images that Lesley’s team help to create, but also the task in hand. The job. It’s a double entendre. That’s why it’s memorable.
(Research suggested that models from other agencies would turn up and say, “Hi… where do you want me?” Not TTM. TTM Models understand their mission beautifully).
So we support the slogan further with this exposition:
“Matching Models to Missions since 1994.”
A slogan has one job. A slogan is clear, memorable shorthand for the reason I should choose you over other options available. That’s it.