7 Ways To Write A Superb Slogan
Just do it.
Those aren’t just words of encouragement from us about writing your business’ slogan — they’re a reminder of how powerful the right one can be.
Nike’s slogan is arguably one of the most famous slogans of all time. In the few decades since its creation in 1988, it has become as instantly recognizable as the company’s logo or their products. It is as much of a household phrase as their company name itself.
And Nike’s not alone in this, either. High performing companies all around the world use slogans to get their brand into your head every day. If a jingle is meant to get you to remember a piece of information, like a phone number or a website, then a slogan is meant to get you to remember the feelings you associate with a brand at a moment’s notice.
So if you’re a small business owner looking to raise bigger awareness about your brand, then a slogan can help you get people thinking about what you’re all about!
But “how do I write a slogan”, you ask? Allow us to walk you through 7 ways to write an absolutely superb slogan for any business or brand!
1. Keep it simple
Just like a jingle isn’t an entire song, your slogan shouldn’t be an entire novel — just the best part!
A short, simple slogan is the most effective. For example:
“Diamonds are forever.”
Sounds a lot nicer than:
“Diamonds last a really long time and it means your marriage will too.”
Basically, if there’s an easier way to say it, use it.
2. Consistency is key
Remember that, as powerful as a slogan can be, it’s only one part of your branding.
You need to make sure that your slogan is a good fit with your other branding elements. This includes your logo, logotypes, brand persona, and even the types of products and services you offer.
Some slogans are catchy on their own, like Samsung’s “Do what you can’t”. It’s an interesting challenge that shows that their products unlock your intellectual and creative potential. But at the same time, it wouldn’t make sense for Taco Bell to use that slogan, because it doesn’t have anything to do with their food.
3. Highlight what makes you unique
As a business owner, you should be able to rhyme off several reasons why your brand is set apart from the others. If you weren’t unique, there’s a good chance you’d already be swallowed up by the competition.
Look at footwear company Rothy’s: “Reduce your carbon footprint in style.”
Not only does the footprint pun help you associate the brand name with the products, but the statement is clearly that their shoes are eco-friendly. That’s their Unique Selling Point, and they highlighted it beautifully — as should you with yours!
4. It should stand the test of time
A slogan should never be written in response to a pop culture trend. That’s because trends will disappear, and your slogan will be left unrelatable.
You can always align yourself with contemporary ideas and events in your other marketing. But your slogan should stand alone.
Even a great one, Verizon’s “Can you hear me now?” campaign, had to throw in the towel once cellphone service quality improved to the point that customers weren’t worried about coverage as much as what type of device they could get. Make sure your industry (or your business) won’t outgrow your slogan.
5. It should be self-sufficient
No one should need a dictionary to understand your slogan.
Nor should they need additional information about your references, or your business.
Your slogan should contain everything someone needs to know about what your brand is all about.
It’s not an introduction to a larger conversation — it’s a singular command for others to understand your business.
6. Aim at your target market
Make sure your message aligns with your audience demographic. It’s important that it appeals to the right customers, even if it doesn’t track as well with people outside that demographic.
When considering your target audience, be sure to understand how the slogan might be misunderstood. For instance, Pepsi’s slogan “Come alive with the Pepsi Generation”, when translated for their Taiwanese market, became “Pepsi will bring your ancestors back from the dead”. It was a huge insult to the people of Taiwan, and a huge blow to Pepsi’s marketing — which could have been avoided with a little research.
7. Get feedback
If you want a slogan that appeals to a lot of people, then don’t just write one using the input of a select few.
Start with your close friends, family, and colleagues. Tell them slogans, and see which ones they remember a day later, or a week later.
Once you have a short list, you can even put it out for a vote to your fanbase! Letting your customers be heard will not only give you valuable insight about what slogan is most widely appreciated, but they’ll appreciate being a part of your brand’s journey.
Another good trick is A/B campaigns. Run 2 simultaneous campaigns, one with slogan A, and one with slogan B, to find out which one is generating better results.
Conclusion
A brand is only as strong as its weakest link. But when done right, it becomes greater than the sum of its parts.
Choosing the right slogan is a big part of brand building that will pay off big time with the right audience.
So don’t “just do it”. Do it right!
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