My new motto is, "Learn the difference between mottoes, slogans, taglines, catchphrases, vision statements, and so on..."
The words you choose to define a brand and how you go about presenting those ideas is a subject of great contention. So contentious that I doubt many of us will even agree on the definitions of the elements involved no less the best recipes for concocting them.
I was reading about the subject last week and it got me curious about the many terms used to describe words that define. I've listed those I know followed by definitions from various sources in the hope that, in creating a list, that I would better understand the meaning of each.
Here's my list. (Have any others? Want to refine a definition? )
A short, memorable phrase that draws attention to the distinctive nature of the product, service, or idea to which it is attached.
Source: Derived from The Free Dictionary and Wikipedia
"Some slogans are created just for specific limited-time campaigns; others are intended as a corporate slogan, to be used for extended periods."
Source: https://en.wikipedia.org/wiki/Advertising_slogan > Wikipedia contributors. "Advertising slogan." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 11 Sep. 2015. Web. 6 Nov. 2015.
A phrase that, because of its repeated use, becomes popular within a particular culture.
A phrase of five to fifteen words that defines nature of a product, service, or idea and the benefit of it's use to the consumer.
That's my definition.
Abbreviated text that introduces, categorizes, or otherwise defines and/or distinguishes an article or advertisement.
Source: Derived from The Free Dictionary, Wikipedia
"An official statement of the aims and objectives of a business or other organization" The Free Dictionary
A mission statement is a statement which is used as a way of communicating the purpose of the organization. Although most of the time it will remain the same for a long period of time, it is not uncommon for organizations to update their mission statement and generally happens when an organization evolves. Mission statements are normally short and simple statements which outline what the organization's purpose is and are related to the specific sector an organization operates in.
Properly crafted mission statements serve as filters to separate what is important from what is not, clearly state which markets will be served and how, and communicate a sense of intended direction to the entire organization. A mission is different from a vision in that the former is the cause and the latter is the effect; a mission is something to be accomplished whereas a vision is something to be pursued for that accomplishment. Also called company mission, corporate mission, or corporate purpose.
The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides "the framework or context within which the company's strategies are formulated." It is like a goal for what the company wants to do for the world."
Source: Wikipedia contributors. "Mission statement." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 5 Nov. 2015. Web. 6 Nov. 2015.
"A maxim adopted as an expression of one's guiding principle." The Free Dictionary
"A brief statement used to express a principle, goal, or ideal." The Free Dictionary
"A principle of behaviour etc." The Free Dictionary
"A motto (derived from the Latin muttum, 'mutter', by way of Italian motto, 'word', 'sentence') is a maxim, a phrase meant to formally summarize the general motivation or intention of an individual, family, social group or organization. Mottos are usually not expressed verbally, unlike slogans, but are expressed in writing and usually stem from long traditions of social foundations, or also from significant events, such as a civil war or a revolution."
Source: Wikipedia contributors. "Motto." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 8 Oct. 2015. Web. 6 Nov. 2015.
A phrase used to extend, define, or otherwise modify the organization, product, service, or idea name to which it is attached.
"A fairly detailed statement of what a company wishes to accomplish in the course of its operations. A vision statement may be placed in a business plan, on a website or nearly anywhere else. While brief, it explains the company's goals and how it intends to accomplish them to potential investors and other interested parties. It is more detailed than a mission statement." The Free Dictionary
"A vision statement is a declaration of an organization's objectives, ideally based on economic foresight, intended to guide its internal decision-making.
A vision statement is a company's road map, indicating both what the company wants to become and guiding transformational initiatives by setting a defined direction for the company's growth."