Imagine that you can define a product in a few words and help your target audience to imagine the sensations and values that they would perceive when using it. This is precisely one of the biggest contributions of the slogan to your brand.
Of course, it must reflect the reality of your business and be closely related to the motto that the entrepreneur defends.
Do you want us to explain it to you in a clearer way? Understanding the concept of a slogan and its essential elements can be a determining factor in letting your creativity flourish when building one. Learn more in this post!
What is a slogan?
Slogans are short impact phrases that show the guidelines of a business or a professional, as well as the sensations that customers will have when buying their products.
Surely, as soon as you started reading this text, you remembered some slogans of famous brands. Well, that is one of the objectives of the slogan: to make it easier for the public to remember a brand or a product.
But how to ensure that this “gum effect” is mixed with the business motto and the promise of a great experience? For that, we are going to understand the composition of a slogan.
What are the essential elements of a slogan?
If you are thinking of creating a slogan, you should consider some features that can make it stronger and more memorable. Among them, we can mention:
- brevity and simplicity – essential features to make it easy to remember and mention. In other words, no fancy words or difficult phrases;
- impactful and timeless – must and affirm the interest of the business in persevering;
- originality — showing that the company or professional thinks beyond the obvious;
- great potential to be memorized.
Some slogans have been so successful in their construction that, often, without mentioning the name of the product, he already knows what it is. You doubt it?
Just do it!
Surely you know which brand this phrase belongs to, right?
Nike created this famous slogan to convey feelings and words of encouragement, characteristic of those who are about to start a physical activity.
If you are a sports lover or practice them for good health, it is very likely that seconds before starting the activity, you will think: “come on, up, you can do it”. The sporting goods brand included this in their tagline, proving it to their consumers.
Do you want to see other examples of successful slogans?
What are the best examples of slogans?
There are several successful examples. We don’t even have to use only the best known or associated with physical products. We’ll see?
“Better without plastics”
“#ChileWithoutPlastics”
These two slogans were created by Greenpeace for Spain and Chile, respectively, with the purpose of highlighting the importance of preserving the seas and oceans, which are increasingly polluted by plastic waste.
Regarding the case of Spain, Julio Barea, Greenpeace campaign manager, explained that the objective of the action was to find “a simple solution that would alleviate this problem, if we do not want that, as scientists predict, in 2050 there will be more plastics than fish at sea”.
Involving the public, making them aware of the state of the seas and oceans and the consequences of our actions for the environment is a way to have a more preserved planet in the future. At the same time, it contributes to the visibility of Greenpeace and the causes it defends, doesn’t it?
“Take a break, have a KitKat”
This is a slogan that communicates that of stimulating rest in the midst of people’s hectic routine and, at the same time, making a simple play on words that is easy to memorize. At the same time, it creates an almost synonymous association between lounging and the product’s name, Kit Kat.
“Rexona does not abandon you”
To assert its benchmark in quality, Rexona began using the slogan “doesn’t give up” to differentiate itself from other deodorant brands.
Many other slogans made the brands – and also the audience – happy, such as:
- Nescafé: “Wake up to life”;
- Heineken: “Think green”;
- McDonald’s: “I love it”;
- Telcel: “All of Mexico is Telcel territory.”
How to create a good slogan – step by step?
As you have seen, you need to condense an idea into a few words and continue using a communication style that suits your target audience and you, right? So, we are going to help you create, step by step, a suitable slogan for your business.
Analyze your target audience
You have to intimately know the public you want to reach in order to create an effective communication that brings in the message the promise of a solution to their needs and desires.
So, in addition to demographics, it’s important to know what their pains, needs, values, and behaviors are. In this sense, monitoring your business is essential.
Identify the message you want to convey
Based on that data, listing words that describe such feelings, desires, and characteristics will help you generate or brainstorm ideas. During the process, you will come up with many things to create an impactful slogan.
We advise you to think in terms related to the main ones of your business. This ensures that your tagline sums up what your product or service offers and the problems it solves.
Focus on planning and positioning
If you want to sell whose focus is the legal area, for example, be faithful to your position when planning your actions.
A slogan can change over time, depending on the planning carried out by the brand based on the moment of the market. This is what has happened with the brand of soft drinks Coca Cola:
- “Life tastes good” (2001);
- “Coca-Cola, really” (2003);
- “Since 1886 spreading happiness” (2008);
- “This Christmas make someone happy” (2014);
But, it is important to mention that before making changes, it is necessary that people have strengthened and memorized the previous slogan. Otherwise, identity will be lost and empathy will not be established.
Use tricks taking advantage of the language.
To help people memorize your catchphrase, nothing better than tricks and puns with the language. They are fun and impactful, as in the case of Duracell’s slogan: “And they last, and last and last…”.
Is there a tool to create slogans?
Of course yes! You can use solutions like , and some traditional editing tools that help you brainstorm.
Many advertising professionals advise that the process of creating a slogan be associated with that of a visual identity – a logo.
Clever! Now you just have to promote your slogan
Coca Cola’s slogan has changed according to its needs and the moment of the market. At first, I needed to highlight its flavor. Then, with the appearance of copies of the brand, the objective was to reaffirm the importance of its legitimacy.
As you may have noticed in this post, to create your slogan, you must study your expectations, the market and the message you want to convey to the public.
A good way to do this is to take advantage of linguistic tools and resources to make it memorable. This applies to both a digital product page and a series of courses and online for sale.
Even if it is not your area of activity, knowing the marketing concepts facilitates your understanding of the stimuli you receive from the market. This allows you to plan well to get your message across to your audience.
In addition to the slogan, whoever wants to be a must know other tools and know about various topics. That is why we have selected a content with the main topics, carefully chosen. Read these.
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