Slogan or Story?

My goal for the day today was to finish a proposal for my site logo. In the mist of this work, I stopped to read Dan & Chip Heath’s article, “Kill the Slogans Dead”, from the latest Fast Company (for some reason I can’t find it online yet). The article got me thinking about whether or not I was just creating a cute tag line or really telling a story with my message.

Now, instead of cranking out my RFQ, I am back to reading my copy of Made to Stick and reviewing my work against their guidelines:

• Simple – I believe I have “relentlessly prioritized” but not sure if I am at profound yet.
• Unexpected – Check. I have found gap to fill.
• Concreteness – hmm, not sure I am pouring concrete here?
• Credible – Check.  I am good here.
• Emotional – Now I am in trouble. I don’t think I am at the point of getting people excited.
• Story – Now this is the tough one?? The central part of my idea is getting people ready to act so, if they don’t believe my story, I am in trouble.

Ok, at the end of this assessment, I only have 2 – 2 1/2 check marks. Looks like I am going back to the drawing board on my messaging.