Entrepreneurship

Logos,Tag Lines &

Mission Statements

What is a Logo?

A Logo is a name, symbol, or trademark designed for easy recognition. Logos can be made up of text only, or a combination of text & graphics.

The goal of the Logo is to always project the company’s intended image.

Logos are used on just about every document a business produces including: Business Cards Letterhead Advertisements Brochures Signs & Posters

Logo Design Guidelines

Your logo should project your company’s image

Your logo should be simple Your logo should be unique

and easily recognizable Should be different from your

competitors The colors you use will

become the signature colors of your company

What is a Tagline?

A Tagline is a repeated phrase or selection of words associated with a specific individual, organization, or product. Another word for a tagline is Slogan.

Successful taglines should:Be short & to the pointConvey a message of

what your business provides

Be consistent with your logo design

Be easy to remember by potential customers

Guidelines for writing a Tag Lines

Ensure that it is consistent with the brand name and positioning

Convey the message in consumer languageCommunicate one simple ideaOpt for a few, short wordsAlways use the tagline on the product, in advertising,

and in any other consumer communicationTest the tag line with consumersCreate a tag line that is "ownable" and could not be

usurped by your competitorsAvoid all acronyms ( a word formed from the initial letters

of a name WAC = Women’s Army Corps) Avoid initials

Tag Lines as Post Script

Since taglines are often at the end of a commercial or at the bottom of an ad, they act as your PS: the last best hope to propel your message.

Your consumers will understand your brand and its unique point of difference.

The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product (like a film), or to reinforce the audience's memory of a product.

Examples of Tag Lines

“Shouldn’t your baby be a Gerber baby?” (Gerber)

“Choosy moms choose Jif” (Jif Peanut Butter)

“One bowl, one great source of calcium” (Total Cereal)

“Just when you thought it was safe to go back in the water” (Jaws 2)

“In Space no one can hear your scream” (Alien)

“ I’m lovin’ it” (McDonalds) “For Harry and Lloyd, every day is a

no-brainer” (Dumb & Dumber) “Save the Day” (The Incredibles) “Prepare to be blown out of the water”

(Pirates of the Caribbean: The Curse of the Black Pearl)

Pizza! Pizza! (Little Caesars)

“If at first you don’t succeed, lower your standards” (Tommy Boy)

“Finger Lickin’ Good” (Kentucky Fried Chicken)

“Have it your way” (Burger King) “Is it in you” (Gatorade) “It’s everywhere you want to be” (Visa) “The quicker picker upper” (Bounty) Do the “Dew” ( Moutain Dew) Snap. Crackle. Pop. (Kellogg’s Rice

Crispies) Think outside the bun. (Taco Bell) They’re grrreeeaaat! (Kellogg’s

Frosted Flakes) Always low prices! (Wal-Mart) Must See TV. (NBC)

The Power of a great Tag Line

Think about the taglines you know and remember. They communicate something unique, valuable and memorable about the brand they represent. And they are always included in any communication about that brand. You see the logo and there's the tagline right there with it. They are often catchy. Easy to remember. Descriptive. Clever. Fun. Short and sweet.

Best of all, they help you remember a brand and the ONE thing that company wants you to remember about that brand. And that is the power of a great tagline.

Taglines make you top-of-mind Your goal as a marketer should be to achieve what we call in the

marketing world "top of mind awareness." Simply put, this means you want your product or service to the be the FIRST one thought of by your prospects when they are considering a purchase in your product or service category. Because odds are, if they think of you first, they'll buy from you.

Mission Statements

A mission statement is a brief description of a company’s fundamental purpose. A mission statement answers the question, “Why do we exist?”

The mission statement articulates the company’s purpose both for those in the organization and for the public.

Example of a Mission Statement

"FedEx is committed to our People-Service-Profit Philosophy. We will produce outstanding financial returns by providing totally reliable, competitively superior, global, air-ground transportation of high-priority goods and documents that require rapid, time-certain delivery.”

(Federal Express)

Example of a Mission Statement

Studio67 is a great place to eat, combining an intriguing atmosphere with excellent, interesting food that is also very good for the people who eat there. We want fair profit for the owners, and a rewarding place to work for the employees.

(Studion67 – an organic restaurant)

Example of a Mission Statement

“McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

(McDonald’s)

Example of a Mission Statement

“Amazon.com seeks to be the world’s most customer-centric company, where customers can find and discover anything they want to buy online at a great price.”

(Amazon)

Example of a Mission Statement

“The mission of Soapy Ride is to provide top-quality washing and detail service for luxury car owners in East Meadow, NY. Soapy Rides will work to keep employees satisfied in order to maintain impeccable customer service.”

(Soapy Ride Car Wash)

Example of a Mission Statement

“Corporate Fitness is a health service that helps businesses and individual workers attain one of the greatest gifts of all--that of good health. Personal gains, such as improved self-esteem and self-motivation, combined with measurable benefits will create tremendous advantages for both the employer and the employee.”

(Corporate Fitness)

Example of a Mission Statement

“Take Five Sports Bar & Grill strives to be the premier sports theme restaurant in the Southeast Region. Our goal is to be a step ahead of the competition. We want our customers to have more fun during their leisure time. We provide more televisions with more sporting events than anywhere else in the region. We provide state-of-the-art table-top audio control at each table so the customer can listen to the selected program of his or her choice without interference from background noise. We combine menu selection, atmosphere, ambiance, and service to create a sense of "place" in order to reach our goal of over-all value in a dining/entertainment experience.”

(Take Five Sports Bar and Grill)