Here’s my take on this: it’s good to have a slogan, but not vital. It is by far more important to have a Unique Selling Proposition (USP). Your USP must answer this question that is on your prospect’s mind – consciously or unconsciously – “Why should I buy from you?”. Your USP is what makes you different from everyone else.
Your USP can be based on several things; like price – not something I would necessarily recommend – (think of Walmart in the US); ingredients, colour, size, hours of operation (There is a gym chain in the US that is called 24 Hour Fitness), celebrity endorsement (The George Foreman Grill for example), location, etc. It can be based on anything that is unique to you, and important/desirable to your prospect.
Now, once you have a good USP (and don’t take this part lightly) you can derive your slogan from it. Your slogan has to communicate your USP in an easy and memorable way. And very importantly, your slogan has to be honest and believable.
There is a small supermarket next to the DBC here in Hamala, where if memory serves me correctly the slogan is “Where service matters”, or some such sentence. Let me tell you, service is the furthest thing from their mind! It would be much better for them to have no slogan than such a BS one. You can tell just from walking in that they have no concept of customer service, and that the staff there I treated like dirt – and they in turn treat the customers like dirt too.
So if don’t have a USP at the moment, and can’t think of a slogan, then don’t worry about it. There are far more important things to worry about than slogans; like good marketing, great customer experiences, staff motivation, a proper pricing strategy, not to mention sales and profits, etc.
On last thought, if you don’t have a USP then develop one! Remember, the USP has be really special and unique. Take good care in developing a good one. And don’t confuse a USP with a slogan.
Hope this was informative and talk to you soon.