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Words change meanings and connotations all the time, depending on their context. When used in our daily lives, words have a certain amount of effect on us. But, when I say “Connecting People”, it will instantly ring a bell for you; you will know for sure that I am talking about Nokia!
Consider this. A new business opens up in your vicinity. They have a pretty decent logo, a catchy name, and even an attractive banner that calls out to all passersby. But, the important question remains: What do they really do?
This is where slogans/taglines come into the picture.
What is a slogan?
“A simple and catchy phrase accompanying a logo or a brand that encapsulates a product’s appeal or the mission of a firm and makes it more memorable.”
Here are some of the more memorable slogans that serve their purpose just right.
Nike – Just Do It
Kit Kat – Have a break, have a Kit Kat
Wheaties – Breakfast of Champions
Slogans are also called “Lines, straplines, or taglines.
Before we dive into how to create memorable slogans, let us begin with why creating slogans can dictate the life or death of your business.
Consider McDonald’s for instance. Before 2003, McDonald’swas unable to land upon a perfect tagline to support their values. In the year 2013, when they found a perfect tagline “I’m lovin’ it”, it became the ideal representation of their brand.
This slogan fills their customers with a joyous feeling and defines a happy place where they can go with their family. Of course, this slogan will not show up in the SERPs, but due to to a high impact that it leaves in the consumer’s mind, the slogan has become as ubiquitous as bread and water.
When writing a tagline, it is important to stay away from the imperatives and commands. “Just Do it” might be memorable and short but let’s be real. You’re not Nike.
Today’s consumers are more empowered and suffer from a choice-overload, giving them the power to hop from competitor to competitor. This is why you might want to steer clear of command statements in your taglines, such as “Buy this” or “why you should buy this”, as it makes the consumers feel like you are in command, which “no surprises there”, they rather resent.
What you can do is to go about it in a subtle way. For instance, Company Folders has a tagline “We know folders”, which means that they are informing the audience that they are the best in organizing folders. Customers recognize them because of their tagline.
Additionally, taglines or slogans help us fill in the gaps that the rest of our marketing efforts fail to convey. Think of a tagline as a glue that holds your brand elements together and create a strong brand personality. Before you sit down in a closed room to devise the slogan, you need to keep these tips in mind:
Key elements to consider before creating a slogan:
This entails that your slogan needs to be short. Anything more than four words is considered redundant and gets difficult to digest. You need to see it for yourself. If your slogan cannot be read in half a second, it is indeed too long. Some examples are:
- Avis: We try harder
- Miller Lite: Tastes great, less filling
- Bounty: The quicker picker upper
Your slogan needs to convey some meaning to your consumers. Customer loyalty is difficult to create but adding meaning to solgans will help your brand. Creating meaningless slogans cannot hold out for long. For instance, check out some rather needless slogans:
- Nissan: Innovation that excites
- Toshiba: Leading innovation
- Fujifilm: Value from innovation
Of course, these are great to read, but what can you take away from these? Instead, when you consider the following slogans, they are articulating the right messages across.
- M&Ms: Melts in your mouth, not in your hand.
- Maxwell Coffee’s: Good to the last drop.
- IHOP: Come Hungry. Leave Happy.
Surprise and delight the customers
Surprise your customers with humor or delight them with a feeling of awe.
- KFC: Finger-lickin’ good
- Doublemint Gum: Double Your Pleasure, Double Your Fun
- LVCVA: What happens in Vegas, stays in Vegas
Rhyme, Rhyme, and Rhyme
There is a tune by the most popular fast-food franchise that really sticks in your head. It goes something like this:
“Ba Da Ba BaBaaa I’m lovin’ it”
Did you just sing the tune in your head? Of course, you did. Because your ears have been bombarded with it for years on end. Some of the other popular catchphrases are:
- Cyfuture: Water water everywhere, try to save it if you care.
- Avinash Group: Don’t be a wacko, stop tobacco.
- Asurea: Don’t wait till it’s too late. Tell your family you’ll donate.
Highlight some quality of the product
A slogan can let on volumes about the product, such as what it is all about, what qualities put it ahead over competitors, or what makes it so special. In a nutshell, it is the way most people perceive your product. Here are some good examples:
- BMW: Designed for Driving Pleasure.
- Verizon: Can You Hear Me Now?
- Meow Mix: Tastes So Good, Cats Ask for It By Name
In the end, it is not a piece of cake to create a winning slogan that is timeless. However, it does not have to be complicated. All the slogans above are simple, yet they knew their audience’s desires. Most of them resonate with people by tapping into their feelings or their ways of thinking. This is how you can create a great slogan to be memorable, simply by knowing what ticks your consumers and tugs at their heartstrings.