Tell it like it really is

Mar 21 2006 By Helen Logan Evening Gazette

Getting the message across in a few words of what your organisation or company is all about or what its core values are is quite an art form.

A catchy slogan or short and to the point mission statement can make a difference and make an impression with existing and potential customers.

Some of the best can stay in people's minds for years - even long after they have been replaced by new ones.

Your caring, sharing Co-op is one which has, for some reason, stuck with me.

Here at the Gazette ours is - the heart and soul of your community - which reflects what we are all about as a local newspaper.

But getting it right is not as easy as it may seem and if you get it wrong it can prove a real turn off for customers.

Not only that but if the catchphrase has not been thought through carefully enough then it can actually show up deficiencies in your operation or service.

And this certainly was the case with an example I came across while on holiday on the Costa del Sol in Spain.

I did wonder if consultants had been paid a lot of money to come up with the legend which was plastered across the front of a police station on the promenade at Torrox.

It read "Tu policía siempre cerca de tú" - roughly translated it means Your police always near/close to you.

The only problem was that the office was never open during the two weeks I was there.

Granted it was out of season but the fact the station was shut made a complete nonsense of the slogan.

Alternatives which reflected the reality sprang into my mind - your police always near to you - except when we're not. Or perhaps your police always near to you - except when we are closed.

This just shows how organisations need to think about how every part of their business or service operates before adopting an all encompassing motto.