If you’re an oilman, I’m willing to bet you spend roughly zero time thinking about oil company slogans. If you’re like a lot of oilmen, you don’t even have a company tagline. Which is a YUGE mistake.
Think about it. Most of the time, your good business acquaintances don’t fully understand how you can help them until you sit down and talk it out. With no tagline, you make it even harder for prospects to figure out what you do, and if you can help.
In short, you leave money on the table when you don’t understand oil company slogans.
Let’s look at why that’s the case, and how you can create or improve the tagline you’re working with today.
Oil Company Slogans: Making History
It’s true not everyone in the industry has great oil company slogans, but when they’re good they’re historic. ExxonMobil gives us one of the greatest examples in the oilfield.
Ever heard the tagline, “Put a tiger in your tank”? That’s obviously a silly question. It ranks right up there with Nike’s “Just Do It” and M&M’s “Melts in your mouth, not in your hand.”
Guess when Exxon first coined the phrase? According to the ExxonMobil’s “Our history” page:
An advertising copywriter in Chicago comes up with the advertising slogan “Put a tiger in your tank.”
To recap, ExxonMobil started using “Put a tiger in your tank” a full generation before I was born. And just yesterday I watched a comedy video on YouTube that referenced it like any other common piece American pop culture. If that doesn’t prove a strong tagline can help your message connect in the marketplace, I don’t know what does.
Enough of the Fluffy Marketing Talk
The hard thing about discussing oil company slogans is you have to use a bunch of fluffy marketing terms that sound like so many rainbows and unicorns and sprinkles to an oilman.
Oilmen want the straight talk, and ain’t nothing straight talkin’ about phrases like “brand storytelling” and “marketplace perception”. So here it is in plain English:
Good oil company slogans make you money. Bad oil company slogans cost you money.
If you need proof, look no further than the aforementioned Nike “Just Do It” campaign. According to Wikipedia:
The “Just Do It” campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998.
Conversely, Toyota is still struggling to recover from its “Moving Forward” debacle after multiple brakes recalls in 2014. Audi isn’t fairing much better since it was discovered the company practice to defraud regulators was anything but “Truth In Engineering”.
When your slogan clearly tells your company story, you connect with your target market and sales rise. When your slogan covers up and distorts your company story, sales fall.
So, how can you create a killer tagline? Let’s look at 3 types of slogans to get your ideas firing.
Oil Company Slogans: Stealing From the Best
The guys at Houston American Energy recently reached out to us to create a new company logo. We gladly obliged and took them from…
Since the first logo didn’t have a tagline, we shot them a handful of ideas with brief explanations.
Invitation & Broad Taglines
These oil company slogans invite your prospects on a journey or invoke thoughts about your company’s bigger “Why?” Think AT&T’s “Your World. Delivered.” slogan.
Explore With Us
American Fuel for Global Markets
American Energy. Delivered.
Storytelling Action-Oriented Taglines
These slogans tell your target market a story about what they will experience working with you in just a few words. Think P-90X’s “Decide. Commit. Succeed.”
Explore. Strike. Complete. Succeed.
Explore. Strike. Succeed.
Scope. Explore. Prove. Strike.
Aspirational/Culture & Value-Based Taglines
These oil company slogans speak to the greater values of the company. Apple’s “Think Different” tagline is probably the most famous example.
Independent from Potential to Production
After talking things over with John Boylan and Tor Van Dyke, we settled on “exploring the potential” seen above. The company is doing a lot of work exploiting potential reserves in West Texas, so it makes perfect sense. Potential reserves are also central in the company’s investor presentations, so it perfectly ties in with the story they’re already bringing to the marketplace.
We Could do this All Day!
Man, I love brainstorming taglines! Once you find a handful you like, it’s usually only a matter of minutes from idea to… YAHTZEE! So stop messing around and get a tagline already.
You can thank me (or hire us) later.
Call to Action
If you learned something reading this article, do me a favor. Send this to a couple executives you know who could use a little help with their oil company slogans. I couldn’t thank you enough!