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“Think different”
“Because you’re worth it”
“I’m lovin’ it”
“Save money. Live better.”
How many of those slogans did you recognize? Probably at least two. That begs the question: what is it about these slogans that make them so easy to remember? A cynical person could argue it’s the sheer number of times you’ve heard them. But the reality is, there is more to it than that: what we remember does not always come down to repetition. In fact, science shows us that the things we remember come down to attention, novelty, and emotion. Timing can also play a factor in certain situations. We’ve taken these factors into account and created five steps to take when building your slogan.
Consider this question for a moment: what is one of the first things that happens during the planning process of a new business? Answer: the mission statement is created. A good mission statement explains why the company exists and its main purpose or goal. Slogans go hand in hand with that. Your slogan acts as an even more condensed version of your mission statement. It is an easy way for customers to identify your goal and purpose as a company. Let’s take a look at some of the slogans we mentioned previously:
Think different – Apple’s mission statement is “to bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons, and consumers in over 140 countries around the world.”
I’m lovin’ it – Mcdonald’s mission statement is “to make delicious feel-good moments easy for everyone.”
Because you’re worth it – L’Oreal’s mission statement is “offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.”
Save money. Live better. – Walmart’s mission statement is “helping people around the world save money and live better – anytime and anywhere – in retail stores and through eCommerce.”
In these four cases, the slogan is perfectly tailored to the mission statement of the company. This is because when the mission statement was boiled down to its simplest form, the slogan is what was left. Your slogan should connect to the overall goal and mission statement of your business. Now, if you just leave your slogan as the remnants of the boiled-down mission statement, it may not have the catchy ring to it you’re seeking. That’s why there are a few more steps yet.
Part of a good slogan is making sure that you add something interesting that still aligns with your company values. You want to be unique and easily distinguished from your competitors. For some companies, this means adding humor, for others it might be adding puns or rhymes or using punctuation to add extra intrigue. Play around with these and other options until you’re happy with your choice.
As a business, it is important to steal the attention of the audience, but not through little white lies or fabrications. Transparency with customers builds trust, so it is better to stay away from phrases like “the only”, “the best”, or “#1 at”. Such claims can become untrue overnight and they generally overpromise – making you look like you can’t fulfill your promises.
Trends can be an incredibly useful tool for in-the-moment marketing (think social media, sales promotions and billboards), but they aren’t effective in the long term. By definition trends are only “trendy” for only a short period of time. Using a trend in your slogan can make it obsolete or irrelevant quickly. A slogan should have longevity and be able to connect with customers over their lifetime.
Your slogan is important because it gives your customers a quick introduction to your brand. They are also something you want to last for a long time, so it is crucial to consider your company’s mission and the values of your consumers when creating one. These five guidelines can help; however, if you are nervous about writing one on your own, we are happy to help!