With the right slogan, you can make people laugh at a pun, ponder the mysteries of the universe, or even get a powerful craving. On the other hand, a bad slogan can make customers cringe, and shelling out money is usually the last thing anyone wants to do after feeling embarrassed.
This article will give you a 10 Easy Steps guide to creating a slogan. So whether you need a completely new idea or are refining an existing slogan, you’ll be ready to go.
What is an ideal slogan?
Memorable Impact
A good slogan should be catchy and stick in the minds of customers easily. For example, the slogan “Taste the Feeling” from the Coca-Cola campaign is very inspiring and will be remembered by associating it with the pleasant feeling of satisfying hunger.
Relevance to Brand Identity
The tagline should be catchy and directly relate to the company’s core principles or unique selling propositions (USPs). Home Depot’s tagline, “More Saving. More Doing.”, says it all and exemplifies its affordable, DIY orientation, reflecting its customer-centric approach.
Distinctive Advantage
A catchy slogan allows a company to differentiate itself by highlighting its unique value proposition. Apple’s “Think Different” campaign rejects norms and reaffirms its position as a technological leader and innovator.
Clear and Concise Message
A good slogan is always memorable and straight to the point. In the fast food sector, Burger King’s “Have It Your Way” represents individual service, reflecting the specific needs of customers and the power they have over fast food chains.
Difference between a slogan and a tagline
Slogan:
- A slogan is a short, memorable expression that sums up the essence of a company, product or service.
- It is usually long-lasting and reflects the company’s key principles or unique propositions.
- Business slogans must relate to the emotions of a target population and to the identity of a brand that remains unchanged for years.
Tagline:
- A tagline is a short phrase related to a company’s name or logo, which usually changes when the company starts a new marketing campaign or introduces a new product.
- Respond to changes in market trends regarding specific campaigns, promotions or offer versions.
- They are short-term, created to support the execution of a specific campaign and accentuate a particular feature.
10 Steps to Create an Effective Slogan
Start from scratch
Use insights from your marketing strategy or start from scratch with a summary of your business fundamentals. What services do you offer, who do you work with, how do you differentiate yourself from your competitors, and how do you want your customers to view you?
Keep it short and simple
You want a slogan that your target audience will easily remember. Avoid using more than one sentence and don’t have more than 10 words. Try to keep it simple and, if possible, add some rhyme.
Be consistent
Consistency in branding is essential, whether you’re a small business or a household name. Make sure your chosen tagline fits your brand name, logo, and projected image.
Make a list of all the words that best describe your brand. What does your company do and how is it unique from its rivals? What need does your company fulfill? What feeling do customers expect to experience after purchasing your products or services? Write down adjectives that best describe your target market and your interests as the founder of the company.
Next, open an online dictionary and look up additional words that might fit. Keep them simple enough that any fifth grader can understand and remember. Which words on your list stand out? Which ones motivate your clients to imagine achieving their goals? You’ll probably use those words last. Short and simple is best.
Keep your audience in mind
The most memorable slogans focus on customers rather than the company. If you focus your slogan on your business, your customers will wonder how it applies to them. By putting your customers first, you’ll build a stronger brand association. Many companies make the mistake of making promises in their slogans, which puts the focus on the company. Instead of making promises, convey benefits.
Make it last
Think about the “shelf life” of your tagline and how long you think it could last before it loses relevance. You want a tagline with a long shelf life and global influence. This is especially true if your organization is in the automotive or technology industries, which are constantly changing. Choose a tagline style that will stand the test of time.
Think about your target market
Do you have local, national, or foreign clients? If you cater to a local audience, feel free to use a local slang phrase as your tagline. But remember that it can confuse viewers outside of your area. If your business serves a global clientele, keep in mind that translating your tagline into a foreign language can significantly alter its meaning.
Make sure your company slogan compares to the rest of your brand
A brand is defined in part by its logo. Many business owners and small businesses believe that a company’s logo represents their brand; this is not the case. Just like a logo, a tagline helps define your brand. You want your tagline to capture the essence of your business, as it will be a key component of your overall brand. Make sure that the style, voice, and other components of your tagline match the style, voice, and other components of the logo.
Examine your slogans
After writing your slogans:
- Pick your top three and create a poll.
- Find out which of the three is the favorite of your clients, family and friends.
- Don’t explain them or provide background information.
- Remember that not everyone who reads your slogan will be able to ask you to explain it, so it should make sense on its own.
If done right, a memorable slogan will live on long after consumers interact with your brand. Use these tips or tap into expert designers to create a catchy slogan that fits your business.
