Some catchy phrases of companies’ slogans are a very important part of branding and marketing. They can make or break the deal. If people like the catchy and funny slogan of a company, then it’s possible that they would choose the company’s product when they go out for shopping. It is because slogans make them remember the company’s products.
In today’s article, we’ll discuss slogans, types, important, and how you can make an effective slogan. We would also cover how slogans are different from tagline and motto. Here it goes;
Table of Contents
What is a Slogan?
A slogan is a short and catchy phrase that creates an appeal and takes the attention of people. The psychological reason why slogans have to be short and concise; because they only have 7 seconds to grab the attention of audience and make an impression on them. Human’s short-term memory is very short; therefore, they have to short and concise.
Besides being short and concise, slogans also have to be indelible (memorable). Since time is very short, so they have to be so catchy and attractive that people could remember it. The slogans could be humor, rhythmic rhyme, or a reference to something else.
The slogans should also have the quality to survive and last for some period of time. There are some slogans that are catchy but not good. Some of the disastrous slogans that businesses should avoid are as follows;
‘‘Good Luck’’ by an Uzbek Airlines,
‘‘Your Hole is my Business’’ by a Tire company,
‘‘Come on Our Girls’’ by FIFA World Cup Canada 2015,
If you have come across some type of disastrous slogans, then you can tell us in the comment box.
Finally, slogans should create an appeal and influence people. You can think of slogans as a kind of invitation to buy some offers. By offer I mean the company’s product/service that could benefit them.
Slogan Vs Tagline
A slogan is a catchy phrase that attracts the attention of the customer as a part of the company’s marketing campaign. The purpose of the slogan is to make people buy certain company’s products. If the company is offering more than one product, then there will be more slogans.
The tagline doesn’t refer to a certain product/service. It is for the whole company and brand regardless of the brand that the company is offering. A tagline is permanent in nature.
Nike, the world’s leading sports wearing company, uses two phrases. ‘‘Just Do it’’ and ‘‘There’s no finish line,’’ first is the slogan, and second is the company’s tagline.
Slogan Vs Motto
A slogan is a catchy phrase for the company’s marketing campaign to grab customers’ attention. The purpose is to create an appeal so that they would purchase the company’s product/service.
Motto, on the other hand, shows the company’s beliefs and core values that it has as a brand or an institution. Moto comprises of beliefs and ideals that show the behavior of a certain group as a whole. For instance, countries, institutions, cities, brands have their specific motto and it would show their core belief and behavior.
The motto of the state of Nebraska is ‘‘Equality before the law’’ and slogan of Apple is ‘‘Think different.’’
Importance of a Slogan
Here are some of the reasons why the slogan is important for your brand and marketing.
If you are able to create and implement your product slogan effectively, then it would not only expand your brand awareness. But it would also make people trust your brand. If the slogan is catchy and attractive, it would become the personality of your brand.
Expose the Company’s Objective
The aim of an effective slogan is to tell people the objectives of the company. What company wants behind the profit curtain; it could be patriotic, emotional, or religious. When slogans expose the company’s objective to ordinary people, then the customer would have the opportunity to connect with the brand in a unique way.
Differentiate Your Brand
Slogans aren’t only limited to catchy phrases and attention-grabbing sentences. Such slogans differentiate your brand from the competitors. When people go out for shopping, then catchy phrases of your slogans would remind them of your brand. It’s highly probable that they would choose your brand over others.
Perceive the Same Message
If you have written an effective slogan and implemented it well. It would convey the same message about your company the way you want, and people would perceive the same notion about your brand the way you want them to be perceived.
For instance, if your targeted demographic is teen, then you want them to perceive your brand as young and modern. On the other hand, if the demographic is mature and old, then you want them to perceive your brand as honest and have core values.
Types of Slogan
Following are the two types of slogans with examples;
The focus of advertising slogans is to put emphasis on the marketing campaign of certain products/services, instead of presenting the overall image of the brand.
The objective of advertisement slogans is to create a link between the experience of the company’s product, and the benefit that the customer would receive after using it. For instance, the following are a good example of creating a bridge between the company’s product and the experience that the customer would receive after purchasing it.
‘‘The power of dreams’’ by Honda
‘‘Fresh and Juicy’’ by Frooti,
‘‘Open Happiness’’ by Coca-Cola,
Business slogans are informational type and they put emphasis on the entire business. For example,
‘‘Dollar Shave club’’ by Shave Time,
‘‘Probably the best beer in the world’’ by Carlsberg,
‘‘Finger-licking-good’’ by KFC
The purpose of business slogans is to show the distinct values of your brand where it stands. Whether it could be perfection, beauty, revolution, trust, etc, following are the examples of business brands showing confidence and empowerment.
‘‘Love your curves’’ by Zara slogan,
‘‘Always Camera Ready’’ by Pantene,
Other Types of Slogans
Some of the other types of slogans are as follows;
As the name implies, a descriptive slogan is what you and your business does, you can present it in the image form. If you want to differentiate your brand from the competitors, then a descriptive slogan is a good choice.
If you don’t want to call names but discuss it, then descriptive slogans would be useful. But it has to be crispy, short, and precise. If you’re creating a descriptive slogan, don’t make it boring or generic. Here are some examples;
‘‘Save Money’’ by Walmart,
‘‘We will sell no wine before it’s time’’ by Paul Masson,
‘‘A glass and a half in every half-pound’’ by Dairy Milk,
A persuasive slogan is when you try to convince your customers that they should choose your product/service. If you are planning for a persuasive slogan, then make it good. Tell them why your brand is trustworthy, and it is reliable. Follow the selling style in the persuasive slogan. Here are some of the examples;
‘‘Have it your way’’ by Burger King,
‘‘Have a break, and have a kit-kat’’ by Kit-Kat,
‘‘Because you’re worth it’’ by L’Oreal,
Creative slogans are usually used to increase the response and recall of customers. Companies use creative slogans to raise the standard. It means that your marketing team has to think outside the box. It may look easier, but it is not. While you’re creating it, don’t overthink customers whether they understand it or not. Here are some of the examples;
‘‘Tide’s In, Dirt’s out’’ by Tide
‘‘Tastes so good, cats ask for it by its name’’ by Meow Mix
‘‘Maybe she’s born with it, maybe its Maybelline’’ by Maybelline
The purpose of emotive slogans is to raise the emotion of people. But they require great psychological research to back it up. Emotive slogans are more than just selling your product or service. Here are some of the examples;
‘‘Design for driving pleasure’’ by BMW
‘‘Where dreams come true’’ by Disneyland,
‘‘A diamond is forever’’ by DeBeers,
How to Create a Memorable Slogan
Here are some of the following steps for creating a catchy and memorable slogan;
Steps 1. Highlight the Key Benefit
If the product of your brand is offering some unique features, then you should creatively mention and highlight it in the slogan. When people know the benefit of some product, then they would use it when they need it. Like;
‘‘There are things money can’t buy’’ by MasterCard
Step 2. Select Theme of a Slogan
There should be an underlying theme to your slogan. It could be in the form of humor, fiction, horror, or refer it to something else. Like;
‘‘Can You Hear Me Now?’’ by Verizon
Step 3. Keep it Simple
The underlying meaning of the slogan shouldn’t get lost in the diction. It should be simple. Like;
‘‘What happens here, stays here’’ by Las Vegas
Step 4. Be Consistent
There should be consistency and a link between what you’re offering and what the slogan sounds like. It shouldn’t sound like that you’re offering something else, and slogan means something different. It should be consistent, like;
‘‘Imagination at works’’ by General Electric
Step 5. Stay Honest
Most importantly, the slogan shouldn’t be superficial. It should be simple and honest and tell exactly what the product is all about. Not more, nor less. Like;
‘‘Finger licking good’’ by KFC
After studying the whole article, we have realized that slogans are very important for your company or product. But there are different types of slogans for different types of businesses and products. If you follow the above-mentioned tips, then I’m sure that you would be able to create a good, interesting, and catchy slogan.