Throughout history, slogans have defined, shaped, and revolutionized brands.
By releasing “Just Do It,” Nike was able to almost triple their share of the shoe market. In fact, the athletic company has continually been driven by these three words, increasing their sales by one thousand percent within the decade the slogan was released.
Similarly, the goal of the California Milk Processor Board’s “Got Milk?” campaign was to raise awareness of cow’s milk and increase its consumption. The Board well surpassed their goal by having 90 percent national recognition by 1995.
But how can a company create a powerful slogan in so few words? Here are a few quick tips on some best practices used to create a powerful, meaningful slogan to align with a brand.
Use concise phrasing. A successful slogan is something that is catchy and brief at the same time. Try to keep a slogan down to a few words, or a sentence at most. This is much easier said than done, and may take multiple drafts and rewrites.
Create memorable content. The most effective slogans are recognizable on their own. Therefore, it is important to create an unforgettable statement. One common way of doing this is by putting audio behind a slogan. For consumers, this is another way of recognition. Remember that as an advertiser, you don’t want to be forgotten.
Find an audience. Your company’s intended market is important. If your consumer base is older, maybe act on a more serious note. If you are reaching children, sometimes a comical approach can be effective. As an advertiser, you want to identify with the target consumer.
Define your brand. A slogan can be serious, funny, informative, or however it is intended to be for the right target audience. A brand has a message, and this is the point of a tagline. It is important that the slogan has an intentional purpose, and gives the consumer a little bit of information about the company.
Integrate, integrate, integrate. A slogan must be integrated into a brand. The product and slogan should be displayed together through sponsorships, advertisements, and general media. Otherwise, how will the message get across?
A classic example of sponsorship integration is Red Bull. Red Bull sponsored the highest and speediest skydive of all time, taking their slogan “Red Bull gives you wings” to a whole new level. This campaign was successful because it brought attention to their company through something new and exciting. However, it also got the slogan across in a very literal way.
Make yourself stand out. A good slogan will show what makes you different and help divide your company from its competitors. A quality tagline can make or break a company. Do your best to create something that is new and exciting, just like your brand.
By: Victoria Baumgarten, Account Executive