{"id":1405,"date":"2019-02-06T21:37:39","date_gmt":"2019-02-07T02:37:39","guid":{"rendered":"https:\/\/clearviewcom.com\/?p=1405"},"modified":"2019-02-24T20:30:10","modified_gmt":"2019-02-25T01:30:10","slug":"how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart","status":"publish","type":"post","link":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/","title":{"rendered":"How to Create a Meaningful Company Slogan that Sets Your Brand Apart"},"content":{"rendered":"\n<p>Every day, I see and hear taglines and slogans for companies and organizations that are meaningless to their stakeholders. Perhaps you do, too. A few examples:  <\/p>\n\n\n\n<!--more-->\n\n\n\n<p><em>The Curious Bank; Quality is in the Details; Nothing sucks like an Electrolux; It takes a tough man to make a tender chicken; Always in Beta; Every bite is a different temperature; Be Stupid; Better than it has to be since 1923.<\/em><\/p>\n\n\n\n<p>Ouch. <\/p>\n\n\n\n<p>Creating a memorable, meaningful, relevant, motivational company or brand tagline or slogan must be a disciplined process that starts with a team brainstorm. The brainstorm team must be composed of no more than 10 senior and junior people from several disciplines in the organization.<\/p>\n\n\n\n<p>I prefer a group that\nincludes the CEO on down through HR to IT, PR, marketing, sales, operations,\nmaintenance, accounting, security, shipping, receiving, fulfillment and so on.\nThe more gender, ethic and age diversity, the better.<\/p>\n\n\n\n<p>The entire brainstorm\nshould last no more than one hour, and it should be audio recorded. Questions\nfor the group can vary somewhat, but if you will <a href=\"mailto:ab@clerviewcom.com\">CONTACT ME,<\/a> I\u2019ll share with you the\ntop 12 questions we ask when Clearview leads messaging brainstorm sessions.<\/p>\n\n\n\n<p>Normally, the audio\nrecording will be about 5,000-6,000 words, and it is a gold mine you should\ncherish. When analyzed and distilled down to a written executive summary of\nabout 1,000 words, you have a treasure trove you will use to create taglines,\nslogans, key messages, searchable keywords, talking points, soundbites for\nspokespersons, social media posts, speaker notes, web copy, sales copy, audio\nand video scripts, recruiting efforts, elevator pitches and more \u2013 all the\nuniform messaging you need that characterizes your culture, mission, vision and\nbeliefs. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\">A Wonderful Example<\/h4>\n\n\n\n<p>In preparing to celebrate\nits 75<sup>th<\/sup> anniversary in 2019, the leading Florida CPA\/financial\nadvisory firm <a href=\"http:\/\/www.saltmarshcpa.com\/\">Saltmarsh\nCleaveland &amp; Gund<\/a> eagerly participated in a rather animated messaging\nbrainstorm we led in November. The general consensus of the brainstorm group\nwas that the firm wanted to celebrate 75 years of success, a look backward, but\nalso wanted to articulate its intention to be a player for decades to come, a\nlook forward. <\/p>\n\n\n\n<p>We distilled the 5,000-word\naudio recording transcript to this slogan, widely used and displayed everywhere\nduring the 75<sup>th<\/sup> anniversary celebration this year:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>A foundation for the future built on generations of trust.<\/em><\/p><\/blockquote>\n\n\n\n<p>All of those words\nindividually and collectively were counted numerous times in the brainstorm\nwritten summary. The task was to put them together in a meaningful way, which I\nbelieve we all did. <\/p>\n\n\n\n<p>The 1,000-word executive\nsummary with various key messages, key words, soundbites and other messaging\nwas also vital in helping Saltmarsh\u2019s smart marketing team and graphic\ndesigners &nbsp;develop the 75<sup>th<\/sup>\nanniversary logo and content on the <a href=\"http:\/\/www.saltmarshcpa.com\/75years\/\">Saltmarsh 75<sup>th<\/sup>\nAnniversary Landing Page.<\/a><\/p>\n\n\n\n<p>A branding success story and a role\nmodel for all organizations seeking to define and differentiate themselves in\nthe marketplace. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every day, I see and hear taglines and slogans for companies and organizations that are meaningless to their stakeholders. Perhaps you do, too. A few examples:<\/p>\n","protected":false},"author":5,"featured_media":1406,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[5],"tags":[14,62,63],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Create a Meaningful Company Slogan that Sets Your Brand Apart<\/title>\n<meta name=\"description\" content=\"Every day, I see and hear taglines and slogans for companies and organizations that are meaningless to their stakeholders.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Create a Meaningful Company Slogan that Sets Your Brand Apart\" \/>\n<meta property=\"og:description\" content=\"Every day, I see and hear taglines and slogans for companies and organizations that are meaningless to their stakeholders.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/\" \/>\n<meta property=\"og:site_name\" content=\"Clearview Communications + PR\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-07T02:37:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-25T01:30:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"979\" \/>\n\t<meta property=\"og:image:height\" content=\"489\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Andrew Bowen, APR\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Andy_CCPR\" \/>\n<meta name=\"twitter:site\" content=\"@Andy_CCPR\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Andrew Bowen, APR\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/\"},\"author\":{\"name\":\"Andrew Bowen, APR\",\"@id\":\"https:\/\/clearviewcom.com\/#\/schema\/person\/defe36e587e97b530578a9607ececbb6\"},\"headline\":\"How to Create a Meaningful Company Slogan that Sets Your Brand Apart\",\"datePublished\":\"2019-02-07T02:37:39+00:00\",\"dateModified\":\"2019-02-25T01:30:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/\"},\"wordCount\":488,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/clearviewcom.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg\",\"keywords\":[\"messaging strategy\",\"slogan\",\"tagline\"],\"articleSection\":[\"Brand Awareness\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/\",\"url\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/\",\"name\":\"How to Create a Meaningful Company Slogan that Sets Your Brand Apart\",\"isPartOf\":{\"@id\":\"https:\/\/clearviewcom.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg\",\"datePublished\":\"2019-02-07T02:37:39+00:00\",\"dateModified\":\"2019-02-25T01:30:10+00:00\",\"description\":\"Every day, I see and hear taglines and slogans for companies and organizations that are meaningless to their stakeholders.\",\"breadcrumb\":{\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#primaryimage\",\"url\":\"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg\",\"contentUrl\":\"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg\",\"width\":979,\"height\":489,\"caption\":\"Brainstorming business team concept to develop the idea pop art retro style. Businessmen and a businesswoman playing with a ball with inscription idea.\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/clearviewcom.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Create a Meaningful Company Slogan that Sets Your Brand Apart\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/clearviewcom.com\/#website\",\"url\":\"https:\/\/clearviewcom.com\/\",\"name\":\"Clearview Communications + PR\",\"description\":\"The Message Masters Media Interview Skills\",\"publisher\":{\"@id\":\"https:\/\/clearviewcom.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/clearviewcom.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/clearviewcom.com\/#organization\",\"name\":\"Clearview Communications + PR\",\"url\":\"https:\/\/clearviewcom.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/clearviewcom.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/clearviewcom.com\/wp-content\/uploads\/2017\/10\/Clearview-Final-Logo350.png\",\"contentUrl\":\"https:\/\/clearviewcom.com\/wp-content\/uploads\/2017\/10\/Clearview-Final-Logo350.png\",\"width\":836,\"height\":285,\"caption\":\"Clearview Communications + PR\"},\"image\":{\"@id\":\"https:\/\/clearviewcom.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/Andy_CCPR\",\"https:\/\/www.linkedin.com\/in\/jabowen2014\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/clearviewcom.com\/#\/schema\/person\/defe36e587e97b530578a9607ececbb6\",\"name\":\"Andrew Bowen, APR\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/clearviewcom.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/43b0a69d1d442cde1485a7bfa1695a2b?s=96&d=blank&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/43b0a69d1d442cde1485a7bfa1695a2b?s=96&d=blank&r=g\",\"caption\":\"Andrew Bowen, APR\"},\"description\":\"Andrew Bowen (Accredited in Public Relations) is one of the most seasoned, experienced and trusted PR professionals in the nation. Bowen has four decades of experience in the communications industry as a newspaper reporter and editor, political press secretary, government public information officer, advertising\/public relations agency executive, author, crisis communications counselor, executive media interview coach, and firm owner.\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Create a Meaningful Company Slogan that Sets Your Brand Apart","description":"Every day, I see and hear taglines and slogans for companies and organizations that are meaningless to their stakeholders.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/","og_locale":"en_US","og_type":"article","og_title":"How to Create a Meaningful Company Slogan that Sets Your Brand Apart","og_description":"Every day, I see and hear taglines and slogans for companies and organizations that are meaningless to their stakeholders.","og_url":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/","og_site_name":"Clearview Communications + PR","article_published_time":"2019-02-07T02:37:39+00:00","article_modified_time":"2019-02-25T01:30:10+00:00","og_image":[{"width":979,"height":489,"url":"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg","type":"image\/jpeg"}],"author":"Andrew Bowen, APR","twitter_card":"summary_large_image","twitter_creator":"@Andy_CCPR","twitter_site":"@Andy_CCPR","twitter_misc":{"Written by":"Andrew Bowen, APR","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#article","isPartOf":{"@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/"},"author":{"name":"Andrew Bowen, APR","@id":"https:\/\/clearviewcom.com\/#\/schema\/person\/defe36e587e97b530578a9607ececbb6"},"headline":"How to Create a Meaningful Company Slogan that Sets Your Brand Apart","datePublished":"2019-02-07T02:37:39+00:00","dateModified":"2019-02-25T01:30:10+00:00","mainEntityOfPage":{"@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/"},"wordCount":488,"commentCount":0,"publisher":{"@id":"https:\/\/clearviewcom.com\/#organization"},"image":{"@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#primaryimage"},"thumbnailUrl":"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg","keywords":["messaging strategy","slogan","tagline"],"articleSection":["Brand Awareness"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/","url":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/","name":"How to Create a Meaningful Company Slogan that Sets Your Brand Apart","isPartOf":{"@id":"https:\/\/clearviewcom.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#primaryimage"},"image":{"@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#primaryimage"},"thumbnailUrl":"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg","datePublished":"2019-02-07T02:37:39+00:00","dateModified":"2019-02-25T01:30:10+00:00","description":"Every day, I see and hear taglines and slogans for companies and organizations that are meaningless to their stakeholders.","breadcrumb":{"@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#primaryimage","url":"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg","contentUrl":"https:\/\/clearviewcom.com\/wp-content\/uploads\/2019\/02\/49829608_s.jpg","width":979,"height":489,"caption":"Brainstorming business team concept to develop the idea pop art retro style. Businessmen and a businesswoman playing with a ball with inscription idea."},{"@type":"BreadcrumbList","@id":"https:\/\/clearviewcom.com\/how-to-create-a-meaningful-company-slogan-that-sets-your-brand-apart\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/clearviewcom.com\/"},{"@type":"ListItem","position":2,"name":"How to Create a Meaningful Company Slogan that Sets Your Brand Apart"}]},{"@type":"WebSite","@id":"https:\/\/clearviewcom.com\/#website","url":"https:\/\/clearviewcom.com\/","name":"Clearview Communications + PR","description":"The Message Masters Media Interview Skills","publisher":{"@id":"https:\/\/clearviewcom.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/clearviewcom.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/clearviewcom.com\/#organization","name":"Clearview Communications + PR","url":"https:\/\/clearviewcom.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/clearviewcom.com\/#\/schema\/logo\/image\/","url":"https:\/\/clearviewcom.com\/wp-content\/uploads\/2017\/10\/Clearview-Final-Logo350.png","contentUrl":"https:\/\/clearviewcom.com\/wp-content\/uploads\/2017\/10\/Clearview-Final-Logo350.png","width":836,"height":285,"caption":"Clearview Communications + PR"},"image":{"@id":"https:\/\/clearviewcom.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/Andy_CCPR","https:\/\/www.linkedin.com\/in\/jabowen2014"]},{"@type":"Person","@id":"https:\/\/clearviewcom.com\/#\/schema\/person\/defe36e587e97b530578a9607ececbb6","name":"Andrew Bowen, APR","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/clearviewcom.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/43b0a69d1d442cde1485a7bfa1695a2b?s=96&d=blank&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/43b0a69d1d442cde1485a7bfa1695a2b?s=96&d=blank&r=g","caption":"Andrew Bowen, APR"},"description":"Andrew Bowen (Accredited in Public Relations) is one of the most seasoned, experienced and trusted PR professionals in the nation. Bowen has four decades of experience in the communications industry as a newspaper reporter and editor, political press secretary, government public information officer, advertising\/public relations agency executive, author, crisis communications counselor, executive media interview coach, and firm owner."}]}},"_links":{"self":[{"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/posts\/1405"}],"collection":[{"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/comments?post=1405"}],"version-history":[{"count":5,"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/posts\/1405\/revisions"}],"predecessor-version":[{"id":1413,"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/posts\/1405\/revisions\/1413"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/media\/1406"}],"wp:attachment":[{"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/media?parent=1405"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/categories?post=1405"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/clearviewcom.com\/wp-json\/wp\/v2\/tags?post=1405"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}