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How to Write Catchy Slogans
Thursday, 21 November 2019

 The slogan of a company is the starting point of marketing and selling your product. Read on to learn how to write a slogan here.

 There’s nothing quite like a good slogan. If someone says, “Just do it” or “snap, crackle, pop,” you know exactly what brand they’re talking about.

How do companies come up with these catchy slogans? It’s often a harder task than it first appears.

If you’re wondering how to write a slogan, you can take a look at these tips. They’ll help you on the road to slogan success.

Consider Your Audience

Creating a quality slogan starts with your audience. Who are you talking to? What messages will they react to?

Boys usually have a different reaction to being told something is “gross” than girls do. People who are concerned about eating healthy don’t want to hear about how cheap food is. They want to know the health benefits.

Think about your ideal customer and their needs. What are they looking for? What do they want from your product or service?

Once you know what your customer wants, you can begin working on a slogan for your next campaign.

Discover Your Unique Selling Proposition

The next step in how to write slogans is discovering what sets your product or service apart. You know what your customers want, but why should they turn to you?

This is known as your unique selling proposition. Every company has one. It’s what makes you stand out from your competitors.

M&Ms uses the tagline “melts in your mouth, not in your hands.” The suggestion here is that unlike competitors’ candies, M&Ms won’t leave your hands messy. The slogan positions this as a unique property of the M&Ms candy.

Another good example is John Deere’s “nothing runs like a Deere.” This slogan suggests that John Deere tractors run better than their competitors’ machines.
Your unique selling proposition can be almost anything. It might be a low price, or it might be great customer service. It could be something you do differently, such as using electric cars to make deliveries.

How to Write a Slogan with KISS

This is the most important tip for writing great slogans for your campaign or company. Apply the KISS principle: “keep it short and simple.”

Why? It’s easier for people to remember something that’s around 9 or 10 words than 15 or 20 words. Nike’s iconic “just do it” is far more memorable than something like “you can do anything you put your mind to, so try.”

Another reason to apply KISS is the actual use of the slogan in advertising. Do you want your slogan taking up 10 seconds of your 30-second radio spot?
Campaign slogans for pins are also better when they’re short and sweet. Nobody’s going to wear a pin with five lines of text on it. Most pins and buttons are small too, so you don’t want to have to jam the text on there.

Focus on Timelessness with Your Slogan

You may be tempted to reference pop culture or current technology. This is all right if you’re running a short marketing campaign or a political campaign. Those slogans want to be in the here and now.

If you’re thinking about a slogan for your company as a whole, then you want to focus on creating a timeless slogan.

Timelessness is important, because your slogan may otherwise become dated. Nike’s “just do it” is, again, a great example, because it never gets old.

Verizon’s “can you hear me now?” campaign worked well for a while. Cellphone technology caught up with the brand, though. Today, the slogan seems a little silly.

Slogans using phrases like “the only” are also risky for this reason. Your product or service may be unique right now, but it may not stay that way for long.

Make Sure It Stands on Its Own

When you’re considering how to make a slogan, you’ll also want to consider what it sounds like out of context.

In most of the slogan examples we’ve looked at so far, the slogan has become associated with the brand. Nobody needs to tell you “just do it” is Nike’s slogan or “snap, crackle, pop” is a reference to Rice Krispies cereal.

The hallmark of a good slogan is its ability to be decoupled from your brand or company name like this. Hearing the slogan alone should make people think of you.

This can be a bit of a trick to do, because many slogans don’t contain the company’s name. “Just do it” is pretty generic, but everyone associates it with Nike.
You can test how well a slogan stands on its own by how well it evokes what you do. “Just do it” suggests pushing yourself to the limit, no holds barred. “How do you spell relief?” should bring to mind Rolaids and the relief the medication can bring.

Be Consistent with Your Slogan

Many slogans become associated with their brand through simple repetition. Nike’s been using their “just do it” slogan for decades now. This is one reason to create a timeless slogan.

If you want to take advantage of the call-and-answer effect slogans have, you need to be consistent. You should repeat your slogan often enough that customers become accustomed to it.

That’s why the automatic response to “snap, crackle, pop” is “Kellogg’s Rice Krispies.” You probably even said that to the tune of the jingle. Consistency and repetition cement memory and tie your slogan to your brand.

Honesty and Authenticity Are Key

Finally, ask yourself if your slogan reflects your brand. Nike is again a great example because the company is a leader in sports equipment innovation.
 “Just do it” suggests pushing the limits and breaking barriers. The company’s willingness to push the limits of equipment helps break barriers.
If you say your product is “the best” someone can get, then it had better be the best on the market. Consumers are skeptical about brand claims to start. If you’re not being honest with your slogan, your audience will likely turn it against you.

Identify Your Brand the Right Way

If you’ve been wondering how to write a slogan, these tips should give you some ideas of where to start. The right slogan is just around the corner.
Looking for more tips to supercharge your copywriting? We have plenty of insightful articles that can help you craft better ad copy.
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