Any form of business branding plan should involve the creation of a slogan. It is one of the basic elements necessary in building an effective brand campaign.
A slogan typically consists of a short sentence or a phrase that serves to reinforce the business name or logo. In fact, many big time businesses have created highly successful marketing slogans that have been recognized by the consumers as much as their name.
“Just Do It”, “Don’t Leave Home Without It”, “What’s In Your Wallet?”, “Every Kiss Begins with Kay”. “I’m Lovin’ It.”
Can you name the companies? I’ll bet you can.
A slogan is often dismissed as not important for effective branding methods, which is also the reason why even a potentially good business name fails to deliver. Its main purpose is to enhance and boost the name or provide a tiny glimpse of what the brand promises to deliver. Even simple words or phrases can go a long way when it works well with your brand.
The Impact of Slogan to Branding
Brand recall is the main purpose of creating a slogan. It’s there to speak for the brand where images fail. This further enables the brand to create a more lasting memory to the minds of the consumers and enhances the market reach of the product.
You need to produce more than a creative slogan. It must also be an intelligent one. The purpose is mainly to capture the consumer’s attention and produce interest about a given product. It enables your audience to stop and think about the possibilities offered by the brand.
Depending on your marketing plan, you can utilize a slogan to appeal to either the needs, attitudes, or emotions of the consumers. Therefore, you are trying to compel them to take action, which in this case is to purchase your product or service
Creating a Good Slogan
Due to the importance of the slogan in your business, you need to carefully plan it’s creation. To achieve a good slogan, you must be aware of what the qualities of a good slogan are.
1.) A good slogan is memorable
Since the purpose of a slogan is to increase brand recall and trigger buyer motivations, it must first be able to capture their attention and stay in their memory for a given period. Staying power is an essential factor in the business industry, so you have to be able to produce something that stays in the mind of the consumers when they are ready to buy.
2.) A good slogan produces images on the consumer’s mind
Most people produce images in their mind when they hear something. You can trigger the visual patterns of your customers by using the slogan. For instance, you can remind them about your company logo and create a stronger link between the two.
3.) A good slogan drives people into action
Awakening triggers on the consumer’s part will help make them the decision to buy the product or service being represented.
4.) A good slogan highlights the benefit of the product
This is tied to the efforts of creating product distinction, which is to emphasize the benefits that one can derive from using a company’s products or services.
Advertising versus Business Slogan
Business owners must be able to differentiate advertising from business slogans since they serve different purposes. The business slogan is more important since it concerns the brand identity. It impacts your distinction in the market and the power of your brand.
Meanwhile, advertising slogans are created for a specific marketing objectives and over a short-period of time. It is more concerned with influencing a consumer’s immediate reaction to a given product while business slogan reinforces the reputation of a company as part of its branding efforts.
Don’t have a slogan yet? Start thinking about it. Also, at Leadstra, we can help you craft the perfect slogan for your company.
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