Article written by Jannie Rossouw, Head: Sanlam Business Market

A unique selling proposition is defined as the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition. It positions your value proposition. It also helps your clients remember what you do and what you stand for.

Below are a few examples of slogans:

• Sanlam: We think ahead
• First National Bank: How can we help you?
• Checkers: Better and Better
• AVIS: We try harder
• Kaleidoscope: Scientific e-marketing
• Allan Gray: Independent minded
• Silverline Group: Building for a better tomorrow
• Yellow Pages: Let your fingers do the walking
• KFC: Finger lickin’ good
• Federal Express: When it absolutely, positively has to be there overnight
• Interflora: Say it with flowers
• Audi: Vorsprung durch Technik
• MasterCard: There are some things money can’t buy. For everything else, there’s MasterCard

As is evident from the above examples, the slogan sometimes speaks to values and at other times to what the business does.

A slogan may be utilised as follows:

• Together with the logo of your business
• On all marketing material and literature, at the bottom of all correspondence, in advertisements and on the website of your business

Sometimes the name of one’s business is not descriptive enough to inform prospective clients about what the business stands for, or does. A slogan speaks in your absence.

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