Even though slogans play a substantial part in a brand’s marketing strategy, it is vital to cover the basics of what a slogan is. Let’s find out what makes a company slogan different from other marketing tools, what types can come in, and how to create such a catchy, creative and commendable company slogan.
A slogan is a short collection of words that memorably describes your product. Besides the company logo, a company slogan is the first thing customers see in relation to your brand. A company slogan can catch the consumer’s attention before they have even experienced a product.
It helps identify and recall your brand if you have a memorable slogan. Brand recall is important to every company.
We’re going to explore the usage and ways of creating a slogan and then come up with an example.
What Is A Slogan?
In a slogan, an offering's appeal is expressed concisely and memorably.
The definition of a slogan is always "short and concise". First impressions are formed within almost 7 seconds according to psychology. You may not realize how short your short-term memory is!
A slogan is described as an "indelible phrase" in the conclusion of the definition. To make a company slogan memorable, it must also be catchy and memorable. There may be an indelible element through rhyme, humor, or pop-culture references, for example.
We will discuss further in the article what elements are best suited to your brand, but the most important aspect is that catchy slogans are the only ones that can survive. You better learn how to make a slogan, because, without a doubt, no brand would want a ridiculous slogan like “The more you play with it, the harder it gets” by SEGA.
Slogans Have A Purpose
The goal of a slogan is not merely to create a catchy set of words, but to establish an image that will persuade the consumers. Synonyms are used to promote a product/service and perform as a shadow identity for a brand and provide an impression of the brand.
If you create a truly successful slogan, you not only end up benefitting your brand, but you are also investing long-term in it. As your brand's DNA, it represents everything you stand for. Customers, as well as employees, are exposed to the values embedded in the associated product/service.
Your product is promoted to increase sales. Logos are designed to connect with customers emotionally. The target audience finds them relatable to their day-to-day lives.
As well as advertising products or services, brands can promote campaigns for their products and services. Logos provide insight into your company, especially with regards to pricing, services, or other information customers may be looking forward to.
Moreover, the slogan may contain yet more information, such as a technology company slogan that stresses its distinctions or a shoe company slogan that encourages customers to buy their products to reach their goals. They are designed to establish a brand identity that distinguishes the company, enticing customers to experience its benefits.
Slogans also play an important role in positioning the brand in the minds of customers most desirably and advantageously. This positioning is important for what reason? Brand positioning distinguishes a company from the rest.
Consumers are also capable of changing the market in today's times, not just the brands. We can make a better impact on the consumer by using a slogan that clearly explains who we are, what we sell, and why we are an excellent choice! It is important to make your slogan catchy and be able to make the customers notice you.
In summary, we can see that some slogan examples achieve the following goals:
- Makes your product look good
- A campaign that promotes multiple products rather than a single product
- Brings about a 'stop-and-think' in the audience
- Stands out in a crowded market
- Your product has a greater demand
The different kinds of slogans
Generally, a slogan can be classified as either a business slogan or a marketing slogan.
Slogans for business
The slogans for your business should convey the features that make them stand out from the competition. Additionally, they provide information. As one of these slogan examples, we have the Carlsberg slogan, “Probably the best beer in the world”
A brand's stance, whether it is one of trust, revolution, perfection, and much more, is represented in the value proposition of the brand. As an example, Pantene's slogan conveys confidence and empowerment: "Always camera ready."
Slogans for Advertising
Instead of promoting a company's overall operations, advertising slogans focus on a particular product or service.
A customer will be able to associate the product's usage experiences with the benefits he or she may receive after purchasing it. Coca-Cola's slogan, for instance, is one of the best slogan examples, because it portrays how you will experience their product once you buy it or engage with it: "Open happiness."
The following definitions further describe how slogans can be classified based on their characteristics:
Slogans that describe
A descriptive slogan expresses exactly what your business does by describing its core activities. When you are trying to stand out from your competitors, it's a great choice. An example can be found in this statement about Paul Masson: "We will sell no wine before its time."
If you want to know how to make a slogan that suits your brand, it is more valuable to use descriptive slogan examples for non-descriptive brands.
The right company slogan should be short, precise, and concise. It is essential that even if you decide to have a descriptive company slogan, it is not generic and boring.
Slogans that command attention
In a nutshell, we can see that slogan examples which command attention are powerful. Consumers can be persuaded to act based on their merit. Consumers can be convinced to spend money if a company slogan is crafted correctly. Here is an example about Nike: "There Is No Finish Line".
Slogans that Persuade
Consumers are encouraged to choose your product or service by persuasive slogans. These slogan examples will help you convince your consumers of your point of view. Your business will help them with their problems if you explain why it is trustworthy.
It's like a selling statement when a persuasive company slogan gets right to the point. The following example from L'Oreal may help you better understand how to make a slogan of this kind: "Because you matter".
Slogans with a Creative Twist
Innovative slogans can elevate a brand to a whole new level. Most often, creative slogans are written by men to enhance recall. It can be challenging to come up with a creative company slogan since along with thinking outside the box, you want to avoid overwhelming consumers with something that might go over their heads.
Maybelline is one of these slogan examples that understands how to make a slogan that catches the reader's attention: "Maybe she's born with it, maybe it’s Maybelline".
Slogans that evoke emotion
Here's one with a great deal of psychological support. A slogan's purpose is to awaken an emotional response. This requires more than just providing information about your products or services. Disney's slogan: "Where dreams come true" is perhaps the most famous example.
What Is The Best Way To Write A Company Slogan?
Following your reading and familiarization with slogans, let's see how you can actually put your knowledge into practice by creating a long-lasting and impactful statement. This is how to make a slogan.
Step 1: Determine Your Purpose
It isn't the first step to determine your life purpose, because that may take some time. To identify your slogan's purpose, this step is necessary. Below are some basic questions to consider:
- What do you sell? Do you sell tangible products such as toiletries, beauty essentials, or food? Are there intangible products like software, taxi services, data, etc.?
- Would you consider it to be a business profit or a charitable purpose?
- Are you targeting a specific group of people?
- How well-established is your brand or are you a start-up?
As a result of answering these questions, you should be able to gain clarity on what the product's purpose is.
Step 2: Choose a type of company slogan
How would you rank the slogan examples mentioned in the earlier sections? Which type do you think you want to stick to? There is no harm in mixing a few, but it's crucial to narrow down your brainstorming. You may find these narrow ideas helpful:
- Having command
- Easily accessible
- Informational and descriptive
- A great deal of goodwill
Step 3: Write Killer Phrases
If you've been successful in completing steps 1 and 2, you'll have a decent idea of what your slogan examples might sound like.
Your product may, for instance, be a pen if you described it as such. There is a business profit to be made from your product. Students attending college are your target audience. Start-up brands are new to the market. As a creative, snarky, humorous, and engaging type, you have defined yourself.
Your product and your type can now be blended together. What can I do to make using a pen funny for college students based on the earlier example? For college students, how can I make the use of pens more creative?
Here you have the best of the best slogan examples of the mainstream media:
Step 4: Make Sure It's Short, Original, And Authentic
In this path of how to make a slogan, you must keep your company slogan short once you have started forming phrases. First impressions are formed in seven seconds, as previously explained. Easily recalled and remembered short phrases are easier to remember.
Then, turn your attention to stay original. Hundreds of brands and slogans surround us all the time, so it is natural to become influenced by them.
Become wary of this influence and do not incorporate it into your slogan examples. In addition to causing a drop in sales, an old and outdated slogan may lead to associations of "old", "boring", and "dishonest" with your brand.
When it comes to creating a company slogan, the sky is the limit. At the same time, however, you should avoid making too many promises that your brand cannot keep. The McDonald's slogan "Because you only have $4" is true to its brand promise. In the event that Starbucks adopted a company slogan similar to McDonald's, it would face widespread criticism.
Step 5: You shouldn't rush through the process
Do not spend hours at a stretch working on your company slogan and determining the final one! As urgent as it is for you to advertise your newly created slogan, don't waste time working on it and determining the final one! It takes time for creative, humorous, and persuasive messages to come together.
You should avoid locking down the firsts slogan examples you have in mind. It may always be possible to think of something better, so make sure there is nothing better. Your customers will laugh at what makes you laugh.
You should feel motivated to purchase the product when you see/hear your company slogan, or at least browse through what the company has to offer.
If you need a new perspective and truly learn how to make a slogan, take a break and reevaluate your slogans. When you create a slogan that makes you feel something, and that you cannot improve it because it is the best, then you have effectively created a killer company slogan.
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