THE POWER OF SLOGANS
Slogans give business names and brands instant oomph and make your message stick in customers’ minds.
Branding slogans instantly bring to consumers’ minds the product and company that the slogan belongs to. Just think of some of the great branding slogans of our time, such as Nike’s “Just Do it!” or McDonalds’ “I’m lovin’ it.” These slogans are instantly recognizable across the world.
When well-used and oft-repeated, a slogan can become part of the fabric of a brand. What it really does is communicate the core idea of a company, product, organization or movement. When we see a slogan that ‘speaks to us’, we instantly connect with the brand; that is to say, we ‘get it’ and it ‘gets us.’
While most people think of a tagline or slogan as what the company is about, it’s more about a brand “promise.” For example, when you think about “Nokia – Connecting People” or “Ford – Everything We Do is Driven By You”– these are promises of what you can expect when buying from or working with those brands.
It is, therefore, important to include your brand promise in your business plan. It is one of the basic elements in building an effective brand campaign. A slogan typically consists of a short sentence or a phrase that serves to reinforce the business name or logo. In fact, many big time businesses have created highly successful marketing slogans that have become synonymous with the company – when people think of the company the slogan automatically comes to mind.
The brand promise or slogan’s main function is to enhance and boost the company name or at the least, offer a glimpse into what the brand promises to deliver. Even simple words or phrases can go a long way when it works well with your brand.
Qualities of a Good Slogan
To create a good slogan, you must first know what the qualities of a good slogan are.
1. A good slogan is memorable. Since the purpose of a slogan is to increase brand recall and trigger buyer motivations, it must first be able to capture their attention and stay in their memory for a given period. Staying power is an essential factor in the business industry, and it creates brand loyalty.
2. A good slogan creates images in the consumer’s mind. Most people imagine those images when they hear something. Hence, you can trigger the visual patterns of your customers by using the slogan.
3. A good slogan drives people to action. It awakens triggers on the consumers’ part that will influence their decision to buy a specific product.
4. A good slogan highlights the benefit of the product. This is tied into the efforts of creating product distinction, which is to emphasize the benefits that your target audience will or can derive from using a company’s products or services.
Creating a Good Slogan
A slogan anchors the message a brand is conveying. It makes it easier for consumers to recall the brand in the marketplace. A good slogan can speak for the brand where images fail. This further enables the brand to create a more lasting memory in the minds of the consumers and enhance the market reach of the product.
An effective slogan enables your audience to stop and think about the possibilities offered by the brand. So in essence, you not only have to produce a creative slogan, you need to produce a smart one – one that appeals to the needs, attitudes, and emotions of the consumers. It should compel your target audience to take action, that is, to buy into or purchase your product.
To create a good slogan, first think about which slogans are already tied to your industry. Then think about what differentiates you from the other companies within your industry. From there, test-drive the different phrases with your marketing team and with the consumer. Conduct focus groups. Ask your consumers what they like, what resonates with them. Then flush out the meaningless slogans from those that have substance. Be clear, authentic and confident about the “promise” in your slogan.
Branding Your Business
To brand a business you must use all three elements of your brand. Those three elements are the name of your company, the logo and the branding slogan. Print your branding slogan on every piece of advertising and company’s collaterals (business cards, stationery, website, etc). To be effective, the branding slogan must be used consistently in the same spot in every ad. Branding slogans are commonly located underneath or next to a company’s logo.
You should use your slogan in all your marketing materials. Once you’ve figured out the slogan, start spreading the “news.” Make it a part of your offline and online marketing efforts. The sooner you begin to use your new slogan, the sooner it will become familiar to your target audience.
By Irene Gomez, CIO, Corporate Media