The Invention of Slogan
A slogan can become the main feature of a company’s identity when it's done well, But, if it has done poorly, a slogan can send the wrong message and literally drive customers away.
For more than 100 years, companies have
used slogans in their advertisements.
Both of great corporations and small businesses have used remarkable phrases to tell the world what makes their product or service special or different from others.
When it's done well, a slogan can become the main feature of a company’s identity, But, if it done poorly, a slogan can send the wrong message and literally drive customers away.
Business definition of slogan
In business, a slogan is “a catchphrase or small group of words mostly less than five words that are combined in a special way to identify a product or company.”
Simply said, it’s a mini-statement about your business. The goal is to leave a key brand message in a consumer's mind, that tells them the benefits they can expect when choosing your product or service, or establishes your company brand.
Most slogans are catchy, declarative phrases that use devices such as metaphors, alliteration or rhymes with simple, vibrant language. In most cases, slogans don’t actually mention the company name or product, but they focus on what the company or product does and how it is different from anything else on the market.
This helps customers remember you and your company when they are shopping for the product or service you offer.
Importance of a great slogan and taglines
● Brand Positioning:
A unique logo, catchy slogan and the brand name are the three key components of brand identity. So having a catchy and memorable slogan would definitely help in creating your brand recognition in the market. Based on the tone and language of the slogan, your brand will be positioned in the targeted market.
● Better Customer Relations:
Slogans have dependably been treasured as the extension to fill the gap between a business and its customers for a long-lasting relationship. Customizing brands with advertising slogans can help the audience to recall the business that in turn eventually makes them develop a positive attitude towards your brand.
● Being Unique:
Having a distinctive ad slogan makes your brand different from others. It creates a unique identity of your brand which lasts in people’s mind. They can identify your brand with the slogan event without the product or brand name. For instance “I’m lovin it” reminds everyone of McDonald’s almost instantaneously.
● Increase The Demand:
A slogan has the aim to tell a lot about the product like what is product all about, what its qualities are and what the audience can benefit from it. In short, it is the way people look at a product. So its an effective way to make your product desirable in the market.
Slogan and Branding Bond
When you develop an effective advertising slogan, A slogan that’s memorable and gives an accurate picture of what your business is all about.
The slogan becomes an important part of your brand. An advertising slogan reveals a lot about your company, especially when the slogan reveals something about your prices, services or what customers can expect. Sometimes the slogan reveals even more, such as a technology company slogan that emphasizes its differences, or a shoe company that encourages customers to reach for their goals. These slogans build a brand identity that sets the company apart, drawing customers who want to experience the benefits of that brand.
What it takes to create great slogan
1- Keep it short and simple :
try to design it in a basic simple image so anyone can understand it and keep your message short, direct, worthwhile and global.
2- Be consistent :
Consistent branding is key whether you’re a small business or household name. Make sure your business slogan complete your existing logo, company name and projected image.
3- Focus on what makes you different :
Figure out what your unique selling proposition is and use it.
4- Make it timeless :
You have to change with the times, but when you’re working on a slogan you want to think of its longevity.
5- Show your basic identity :
Your slogan shouldn’t be a mystery! You want a slogan that tells your audience what your business is without needing any additional information .
6- Consider your target market :
You’ll also need to consider if your customers are local, national or international.
Strongest slogans you can learn from
● Just Do It. (Nike)
● I’m Lovin’ It. (McDonald’s)
● Finger Lickin’ Good. (KFC)
● Melts In Your Mouth, Not In Your Hand. (M&Ms)
● Apple: "Think Different."
● L'Oréal Paris: "Because You're Worth It."
● California Milk Processor Board: "Got Milk?"
● BMW: "Designed for Driving Pleasure."
● Tesco: "Every Little Helps."