A little while ago we talked about you, as an actor, being a brand. Part of being a brand, is having something you’re known for. For instance, over here at Actors Webmaster, we use the slogan “Custom Websites for the Artistic Community”. Not the most catchy thing in the world, I know. But it gets a certain message across.
Let’s play a little game I like to call: Can you guess this company? Here’s how we play. I say a slogan, you tell me where it’s from. (Click on the slogan to be taken to the company page)
Think Different (this one isn’t actually used anymore, but I bet you still got it)
Did you get all four? If you didn’t, I bet you slapped your forehead when you checked the answer. These are iconic slogans that everyone in the world knows.
When developing your slogan (basically the thing, other than your face, that people will see first on your website), it’s important to keep three things in mind.
1. Keep it short.
No matter how clever you are with your slogan, remember that it needs to be short. Nobody will remember a paragraph long slogan. It’s just not going to happen. One good rule of thumb: it must be under 10 words. If you can get it down to three, better. But any more than 10, and you’ve lost them.
2. It must make sense.
In 2008, Obama’s slogan was Change. Change you can Believe in. This year, he’s using the slogan Forward. Forward not Back. As far as slogans go, this transition makes perfect sense. In one word, obama is telling everyone that he accomplished his mission, and now it needs to keep happening. It makes sense.
As an Actor, you need to remember that you make transitions. The slogan at the top of your page should reflect who you are now, and where you want to go as an Actor. Strong. Bold. Beautiful. What ever defines you, but it must make sense. If you’re wanting to be cast as a villan, don’t say you’re clean.
3. It must have deeper meaning.
On the last example we talked about Obama’s slogan. Now it’s time to talk about the Romney slogan. If you watched the Republican National Convention last week, you might have heard someone say “We Built That.” What does that mean? “All the News Thats Fit to Print”. What does that mean? In both Romney’s case and the nyTimes case, there is something deeper behind their slogan.
If you really want your slogan to resonate with people, it is essential that it say something more than what it says. It needs to evoke emotion, and it needs to tell some sort of story.
Even then, it’s not always the easiest thing in the world to do, writing a slogan. If you get stuck, give us a call. We can help.