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Consumers look to a slogan to understand a company’s purpose—how’s yours looking?

by | Dec 2, 2020 | Public Relations

Brand messaging doesn’t just happen in marketing copy—a brand slogan has the power to influence purchasing decisions for nearly half of consumers, according to new research from business news and how-to website The Manifest.

In fact, 47 percent of people surveyed said a company’s slogan or mission statement was important when they were deciding to make a purchase. On the other hand, a mere 7 percent of consumers believe logos are important for understanding a business’s purpose.

Consumers look to a slogan to understand a company's purpose—how’s yours looking?

Half of people (50 percent) said a company’s slogan is the brand element that helps them understand the company’s purpose the most, followed by the company’s name (13 percent).

Consumers look to a slogan to understand a company's purpose—how’s yours looking?

The color blue signals a company’s trustworthiness

While a company’s brand colors may not be important for understanding what a company’s all about, people agree that some brand colors foster more trust than others.

More than half of people surveyed (52 percent) said a brand’s colors are the least important brand element if they’re trying to learn about a company. Brand colors, however, evoke emotions, and more than one-third of people (35 percent) agree that blue is the most trustworthy brand color, followed by green (12 percent), red (8 percent), and orange (5 percent).

Consumers look to a slogan to understand a company's purpose—how’s yours looking?

Design and branding experts interviewed about the survey findings shared that businesses should consider combining colors and shapes to convey their business’s purpose. “Shapes help create connection or symbolize structure,” said Reese Spykerman, owner of Design by Reese, in a news release. For example, a blue logo could be paired with circles and soft edges, according to Spykerman.

Consumers look to a slogan to understand a company's purpose—how’s yours looking?

Brand slogans influence purchasing decisions

Nearly half of people surveyed (47 percent) said a company’s slogan is very or somewhat important when deciding to make a purchase.

The survey also asked about company names and found names that are descriptive of the business to be the most popular (49 percent).

Consumers look to a slogan to understand a company's purpose—how’s yours looking?

Read the full report here.

This data comes from a survey of 501 people in the U.S.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter

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