A good brand slogan is not just a tagline. It is the quickest way of building your brand identity in a way that the consumer can actually recall it and even relate to it while making a buying decision. Often, people don’t come up with the best slogan right away. Even successful brands like McDonalds had to keep experimenting with their brand slogan till as late as 2003 before finalising on their current one. According to The Washington Post, the top four most recalled slogans are:
Just do it! (Nike)
I’m lovin’ it (McDonald’s)
Have it your way (Burger King)
Melts in your mouth, not in your hand (M&Ms)
But what makes these brand slogans so popular? Why are these slogans successful in building a brand identity? We have gauged lessons from the top slogans and made a comprehensive list of things to keep in mind while writing a slogan for your brand.
Keep it short and simple
Ideally, a slogan should be no longer than 8-10 words. The idea is to capture the consumer’s attention in the best way possible and then retain it. The shorter you keep it, the more memorable it will be. In fact, including your brand name in the slogan is also inadvisable as it only makes it lengthy and redundant.
Charlie Cook from Marketing for Success explained, “Imagine you have a small piece of your buyer’s brain. And, every time they thought about making a purchase, your product or service came to their mind. That’s what marketing slogans from Budweiser, Burger King and Motel 6 do. They help people remember a product and increase their propensity to buy.”
Highlight your USP (Unique Selling Point)
Figure out what your brand’s DNA is, and then include it creatively in your slogan. It could be about your impeccable people skills, top-notch technology, eco-friendly processes, pocket-friendly prices or superfast delivery.
Think from the consumer’s point of view and study your competitors. Make a note of what you have that they lack and how this makes you a better choice for buyers. In case you find that your competitors have an advantage over you in terms of pricing, technology, delivery or other similar factors, try to sell to the public on trust and customer care. Slogans devoted to customer service and satisfaction are usually quite successful.
Keep it honest
In 1962, Robert Townsend, the CEO of Avis, approached the advertising agency DDB and asked them to help him make his brand successful. The agency took the job on one condition – that Townsend agreed to run whatever campaign they suggested, no questions asked. The result was the iconic slogan “We're number two, so we try harder.” The slogan was so popular that Avis used it for about 50 years. One of the reasons the slogan is so famous is because it is cleverly honest. So go for an honest slogan, and avoid using false generic phrases like “The best”, “The No. 1…” and so on.
Keep it timeless
While writing a slogan, it might be tempting to get carried away by current trends. However, it is important to choose your words carefully so that they can stand the test of time. Write a slogan that not only expresses the brand identity in today’s time but will also be effective in the long run. When you add phrases like “the only…”, “the best technology…” and so on, there’s a high risk of that becoming untrue in a few years.
Ensure that your brand slogan is consistent with your brand logo, brand vision and mission and the overall brand image. Consistent branding is of paramount importance for any business. The slogan must do proper justice to all products and/or services offered by your brand. You also need to take meticulous care that all your marketing campaigns are in alignment with your brand slogan.
Keep all these tips in mind, and you’re sure to come up with a slogan that will stick.