In my last blog we looked at the use of a corporate colour in brand development and the reasons behind The Building Experience's choice of purple. Another marketing tool which has received a great deal of attention since forming the company is the use of slogans. Sometimes considered to be a bit of a gimmick and a topic that many intellectual marketeers spend little time investigating, slogans (or tag lines) are in my mind under rated. In the next few paragraphs I'll look at the benefits of a good slogan, the importance of getting it right and finally our, so far, fruitless attempts to come up with a slogan for The Building Experience.

Take a look at the phrases below and I'd be surprised if  you don't instantly recognise them and the the companies to which they apply;

"The futures bright, the futures orange"

"Just do it"

"It's good to talk"

"Probably the best larger in the world"

The power of a slogan is obvious. It helps advertise the company, creates brand loyalty and can even express the factors on which a company differentiates itself. A couple of examples of the latter point can be seen in the slogans below;

"Connecting People" - Service

"The best a man can get" - Quality

"Europe's leading low cost airline" - Price

But despite the benefits, not all companies have slogans and they are certainly not essential. But can a slogan do any harm? The answer to this is most definitely yes. This is probably the key point here, choosing the wrong tag line can most certainly damage a company. If for example your company is looking to differentiate itself from it's competitors through it's high quality but it's slogan conveys an image of low budget goods, then your company could be in trouble. 

So we've noted that a good tag line can be of great benefit to a company. However if a company decides to use a slogan, it is essential that they get it right. Which brings us along nicely to The Building Experience. We've discussed a number of possible slogans, some good and some not so good. A few of these are highlighted below;

"The futures bright, the futures purple". Might have copyright issues with this one.

"The biggest thing to happen to DIY since Nick Knowles".

"The Building Experience, shagging your wives since 2005". Probably not the image we're trying to convey.

"The only thing to do at the weekend".

You've probably guessed from reading the above that we don't think we've found the perfect slogan for us just yet, which is where you come in. Any recommendations would be greatly received and you never know, you may be able to say you created the slogan that really launched The Building Experience!

Here's just a few things to consider when you are thinking about your suggestion. We look to give clients an enjoyable and rewarding experience, leave them with valuable reusable skills, whilst guaranteeing high quality building work. If you can come up with a catchy, witty slogan that confers all three of these points you should seriously consider a career in advertising!

We look forward to your proposals.