Brand slogans have been used as a marketing tool for a very long time and are short, catchy phrases that aim to highlight your brand image and make it memorable. Effective slogans are those that fuse your business or product promises with consumer perceptions using communication techniques that signal your business or product’s unique benefits compared to your competition. They repeatedly reinforce both your brand identity through your logo design and your business reputation by reminding the consumer about the link between product usage and the rewarding user experiences.
Not sure where to start? We have you covered with tips to get the creative juices flowing.
- Keep it Short and Sweet (Marketing Tip: Between 3 – 5 words)
A long-winded slogan loses appeal quickly. Start by summarising the essence of your business into a short paragraph, then shortening that into one sentence and then into a catchy phrase. Some examples of slogans are “Think Different”- Apple, “Open Happiness”-Coca Cola and “Just do it”- Nike. A slogan must fit well with your logo design.
- Consistency is Key
This applies whether you’re a small business or a household name. Your slogan should complement your logo, company name and projected image. If you change your slogan too often, no one will make the association between it and your business and that defeats the objective. This doesn’t mean you cant change your slogan, just look at the history of Coke.
- What makes you Unique?
Several companies could be offering a similar service or product to yours which is why you need to focus on your business’s unique selling points (USPs). What sets you apart from the competition? Is it your fast service, your lifetime warrantee or after sales follow ups? Incorporate what makes your business special into your slogan.
- Who is your Target Market?
It is vital to decide on ‘who’ your business or product is aimed at. This includes factors like age, sex, demographic, socio-economic status, habits and hobbies, likes and dislikes. Consumers don’t want to scratch their heads wondering if your service or product is what they are looking for. You need to make that clear in your slogan.
- Does it stand the Test of Time?
When creating your slogan, you should ask yourself if it will still be relevant in 10- or 20-years’ time. What works for this time period could become redundant in the next couple of years. It’s a good idea to stay away from references to technology and using phrases like “the only” and focus on a slogan that can stand the test of time. An example is “I’m lovin’ it”- MacDonald’s and De Beers “A diamond is forever”.
A unique, catchy slogan for your business is vital for establishing brand positioning and recognition, building better customer relations, making your brand stand out and increasing the demand for your product. Done right, a memorable slogan will stick around long after consumers interact with your brand.