This article covers the use of slogans in an overall marketing and communications strategy. In 2020, does the slogan still have its place? If so, how do you use it well so that it does justice to the identity of the company and fully fuels marketing efforts.
Article by Florence Tison - 2020-07-27 15:00:00 | See original article here
Republished by Lépine Marketing INC.
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In their communications, in their advertising or on their website, many Quebec firms use a slogan. Are they right? By the way, what makes a good law firm motto?
Droit-inc asked legal marketing pro Daniel Lépine.
The specialist notes right away that consumers are increasingly solicited on all platforms, whether social media, video, email… in fact, there is advertising and communication everywhere on the Internet!
“This influx of information slows down the effectiveness of slogans,” says Mr. Lépine.
To be effective, law firm slogans need to be excellent, of course. How?
According to the legal marketing specialist, good slogans generally have these five characteristics:
They humanize the brand:
A slogan must be focused on the clientele and not on the firm's navel. A slogan is not "I, me, me", insists the specialist, who gives the example of Nike with its "Just do it".
"We are already a little in storytelling, explains Mr. Lépine. We ask the user to be the author of the Nike story, and the user knows that the brand will bring him performance."
This principle of humanizing the brand is now everywhere in communication, underlines the specialist. Ultimately, it is about involving the user in the brand and by the same token, giving a soul to the firm.
They have a meaning:
"I think that beautiful poetic sentences are meaningless," says Mr. Lépine. "Online users only read a fraction of the words, and even less so the ads. No one reads big empty sentences."
According to the marketing professional, the ideal is to invite the audience into the brand's environment. This brings us back to humanizing the firm.
"Tell me the story!" exclaims Mr. Lépine. "Why should I decide to go to you?"
They are simple:
“Online, we are so distracted! I have very, very little time to grasp your message: it must be concise. Don’t go writing me a novel!” argues Mr. Lépine.
Effectiveness must therefore be found in simplicity… and in a few words, ideally.
They present an action verb rather than a series of "strong" words:
The series of attributes that resemble values, such as "efficiency", "excellence" or "passion", should be avoided.
"It may have been fashionable in the 1990s and early 2000s, but now we are less into strong words", underlines the legal marketing pro, who prefers action to passive words.
"Just do it, it's a verb!" reminds the specialist.
They have little or no punctuation
The period at the end of the slogan or between each word has no place, believes Mr. Lépine, any more than the comma, or worse: the semicolon. The graphic aspect of using the period is out of fashion.
Anchoring the slogan in a marketing strategy
For a law firm slogan to be relevant, it is not enough for it to be good, emphasizes Mr. Lépine. Two basic principles:
1) I will repeat my slogan everywhere and continue to hit the nail on the head;
2) I have to do some communication and advertising, and share marketing content.''
"That's what content marketing strategy is. We are no longer in 2000 when all it took was a colorful logo and a slogan. The use of a slogan or motto can only be used in a marketing context."
In short, you can have a great slogan, but without an overall communication strategy, "your slogan is useless"!
Quebec Law Firm Slogans: From Best to Worst
1. 'Business sense'
LJT Avocats keeps its slogan simple and effective. Although it does not contain an action verb, we understand exactly where the firm specializes thanks to the well-known expression it uses. The slogan gives the impression that the firm has our corporate interests at heart, and all that in four words!
2. 'Law from a different angle'
Alepin Gauthier chose a slogan that propels us directly into the legal world: perfect for the average Joe who has never heard of the firm.
3. 'Near to go far'
Finally, a verb, in this slogan by Cain Lamarre! The opposition of "near" and "far" is well thought out, and it's short.
4. 'Make a difference on the ground'
We have a verb: that's good! We remove "on the ground" and it works even better for this Delegatus slogan.
5. 'All Proof'
Gattuso does well, but would benefit from adding an action verb.
6. 'Seize the moment. Define the future.'
Although we can identify with BCF's slogan and it involves the user, it is a bit long... and periods are to be avoided!
7. 'A sense of values.'
The period has no place in TCJ's slogan, and the slogan itself is a bit flimsy. It would be more interesting if it were used in the firm's recruitment strategy rather than as a motto.
8. 'When law becomes art'
A slogan resolutely turned towards Trivium rather than the user, but which leaves no doubt as to the firm's activities.
9. 'Allies of your success'
Spiegel Sohmer uses a somewhat meaningless and passive slogan, which would benefit from an action verb. At least it has the advantage of being simple and user-oriented.
10. 'Precision, efficiency, speed.'
As many strong words as punctuation in this slogan by Davies! If we rely on the attributes of good slogans given by our marketing pro, this one is a bit dated.
11. 'Inspired by the past and looking to the future'
Meaningless, this slogan by McCarthy Tétrault! We find here "the beautiful poet's phrase" against which Daniel Lépine warned us. If we want to talk about innovation and adaptation to change, we can do it in a different way than with a (too) long sentence.
12. 'Blakes imposes himself'
We do not feel any involvement of the user in this slogan, which is a bit... harsh. As if Blakes imposed itself on its clients. At least it's short!
13. 'The power of a passion'
Dunton Rainville's slogan doesn't mean much.
14. 'Excellence, competence and committed listening from a partner'
Not only is this slogan from Morency interminable, but it comes dangerously close to the "I, me, me" decried by Mr. Lépine.
15. 'Research, reflection and solution. Everything. Simply.'
Much too long and much too much punctuation for this slogan from Monette Barakett. The firm would do well to take their "Everything. Simply." more to heart. i
16. 'Your situation is unique; our intervention adapts to it'
In our opinion, it was a lawyer who wrote this slogan for La Boîte légale, and not a marketing team. It's long, heavy, a bit meaningless, a bit "I, me, me"... and that semicolon!
Which is your favourite?
0%1. 'Business sense'
0%2. 'Law from a different angle'
0%3. 'Near to go far'
0%4. 'Make a difference on the ground'
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