Nowadays, few people need to explain why a slogan is remarkable, what it is and what features it has. Many people have well-known phrases in their ears, which for a long time are fixed in the subconscious and are an indispensable attribute of big brands’ promotion. However, some people are unfamiliar with the concept of «slogan» so it is important to understand this concept and learn tips on creating it.
What is a slogan?
A slogan is an advertising phrase that encapsulates the main information about a company’s offerings. The slogan is a short advertising message, which usually consists of only a few words. Such a phrase should be:
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Bright;
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Catchy;
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Catchy;
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Memorable.
Usually, the slogan is pronounced or written at the very end of the advertising message and summarizes what has been said before.
To give the customer information about the quality and features of the proposed product in marketing, such a concept appeared as a creative slogan. Examples of successful implementations can be found in major manufacturers, suppliers, and vendors.
Creating a slogan is a whole science called sloganeering. Unlike naming, it mainly uses verbs, not nouns. After all, the main purpose of a slogan is to tell how the brand works. Therefore, it embodies the energy of movement.
Tips for choosing a slogan
Keep it simple
We meet a lot of slogans that try to cram as much information as possible into them. If you can’t explain to people what you do in three or five words, you’re going to have a hard time getting it across to your employees, too. A tagline isn’t just related to marketing success; it also allows consumers to get an idea of what your company is working on.
Avoid marketing meeting reminders
Too many of today’s headlines and slogans bear the mark of what’s called the «common school of life.» They’re vague and unconvincing (think of Kentucky Fried Chicken’s «So Great» and The Source’s «I Want It» slogans). You can almost see the dull marketing meetings behind them that preceded their birth. Instead, headlines and slogans should lead directly to profits.
Tell a story
What kind of stories do you like? What triggers your emotions when you think about your work? Whatever it is, that’s your positioning. Your logo and tagline should accurately convey that sentiment. Also, make sure the big firms are on your side.
Spread the word about your offer
The best headlines are indeed the ones that are simple and quick to remember, but there’s something else: They should be functional. A slogan tells potential customers about your product or service or shows the differences between your company and your competitors.
Be clear
Make sure the slogan accurately reflects your line of business. Branding has a lot to do with being nice. Most people try to be cute. For example, the old Lexus slogan, «The Pursuit of Excellence,» directly relates to their audience, lovers of all things high quality, and indeed, striving for excellence. Lexus communicates to them that the brand’s cars are visual proof that their owners strive for excellence.
Talk about yourself
You don’t have to worry about showing all your awesomeness and wit in one slogan. You need a few words to get to the core of your company. What is it about your product that will make people’s lives better? Now link it to higher economics. It’s not easy. That’s what copywriters are there for.
Use context
A good slogan is memorable to consumers at a glance. A good example of this is the provocative slogan of a local air conditioning company: «Your wife is hot.» CITGO also draws attention with a play on words: «Fueling Good» from the phrase «Feeling Good.»
The slogan should be simple and short
A slogan should tell a lot in two words. For example, Astonish’s slogan is «A Local Agent’s Best Friend.» It speaks to our audience and sets the tone. It says that we care, that we are there for you, that we will support you in your hour of need, rejoice with you in your success, that your friend is our friend and your enemy is our enemy, too. It’s a powerful slogan!
Speak in moderation
A slogan has to grow with the company, and it’s not easy to come up with one. It’s easy to fall into the trap of not talking about what you do, why, for whom, and where. Another trap is too much graciousness. Not all slogans need to have alliteration, a clever rhyme, or a pun.
Be guided by the script
The more expansive your slogan is, the more often people will forget about your product. The more specific it is, the stronger and clearer the script the campaign follows, and the more often they will think of your product. The slogan should be the trigger, and you should be very specific and focused on the script.
Conclusion
The best sales slogans have already become classics and are sold into quotations. Nevertheless, their popularity only increases every year. Successful slogans continue to effectively «pump up» the brand. To create a successful and succinct description of a product, you need to highlight the benefits and use the right words to tell the consumer what matters.
