Is your business slogan not powerful enough to capture your audiences’ attention? These tips might help you out.
A slogan or catchphrase represents a company or a product used to communicate the key benefit you want customers to associate with your brand. The catchier your slogan is, the easier it is to keep your brand’s name on top of your customers’ mind until they are ready to buy from you.
If you’re launching a new product or reinventing your brand slogan, you want to use words that are easy to remember and represent your company’s values, mission and vision.
Examples of highly-recognized slogans are Nike’s “Just Do It”, McDonald’s “I’m Lovin’ It”, M&M’s “Melts in Your Mouth not in your Hand”, and KFC’s “Finger Linkin’ Good”. Not only are these slogans very easy to remember, they also vividly represent the values or product benefit these companies are trying to sell.
Struggling? Get your creative juices flowing with these 7 tips to help you create memorable slogans for your brand or product.
Make It Short and Simple
Keep in mind that your audience has a short attention span; therefore, your slogan shouldn’t be more than 10 words. You only have a few seconds to make an impression. Better not go over one sentence.
Aim for simplicity. Imagine if Las Vegas used the “Whatever you do while you’re in Las Vegas, only happens in Las Vegas” as opposed to “What Happens Here, Only Happens Here,” it wouldn’t have caught on.
You want your slogan to easily roll off the tongue of your audience. Adding a little rhyme would make it even better. However, you can bend the rules a little if you think it’s necessary. If you can’t avoid using highfalutin words, add it if it means summarizing a few sentences into one word like “olfactory”.
Make It Witty or Funny
It wouldn’t hurt to inject a little humor where you can. A great example is Cracked.com with the slogan “America’s Only Humor and Video Site, Since 1958”. Obviously, they couldn’t have been a website since 1958 as the internet as we know it today only came around early 1990s.
While Cracked.com is in the entertainment business, the same approach to writing a slogan is something businesses can adopt when it is appropriate. If you can’t make it funny without sounding like you’re trying too hard, drop the idea and go with your next best option.
Consistency is the Key
In branding, consistency is the key whether you’re a small business or a tycoon. Business slogans should complement your company name, projected image, and your logo. Unless you’re just aiming for radio advertising, slogans work best with a logo to promote brand identity.
A good example is General Electric’s slogan “Imagination at Work”, which draws attention to their brand using a simple yet powerful logo that celebrates innovation and human imagination. Their products, from CT scanners to lightbulbs, display this statement of quality and creativity.
Focus on Your Uniqueness
What is your unique selling proposition? Identify what makes you unique in the market and make sure that is incorporated in your slogan.
Are you using electric cars in delivering your products? Are you providing services for people with anxiety? Come up with a witty way to incorporate what makes you special into your slogan if possible.
Make it Timeless
When you’re working on a slogan, you want to think of its longevity. References to technology and referring to yourself as “The Only” are very risky. Good slogans use words that stand the test of time. Rolaids’ “How Do You Spell Relief?” is a good example of a timeless slogan.
Honesty is the Best Policy
Honesty is important. Unless it’s clearly a stated opinion, you want to stay away from using words like “#1 at what we do” or “the best”. Not only are these words standard and boring but it is also hard to prove even if it’s true.
If it seems too intimidating, don’t use it as your slogan. Focus on writing a brand message. If your product could talk, what would it say?
Consider your Target Market
Are your customers local, national or international? If you are serving a local audience, feel free to integrate a local slang as your slogan. But do keep in mind that it might leave audiences outside your region scratching their heads. If your business caters to an international market, do consider that translating your slogan to a different language may significantly change its meaning.
One More Tip: Don’t Forget to Get Feedback
There’s no need to put the pressure all on your shoulders. Get opinions from your staff and your followers. Host a slogan making contest on social media with a designated hashtag or run a quick survey with a focus group.
If you do it right, memorable slogans will stick around after consumers interact with your brand. Use these tips, or hire branding experts like Public Advertising Agency, to help you create a memorable slogan to represent your business.