How To Create A Marketing Slogan

• Imagine you owned a small piece of your buyers’ brains. And every time they thought about making a purchase, your product or service came to mind.

• For example if they were thirsty, they thought, “This Buds for you, “ or if they wanted a burger they thought, “Have it your way!” or if they when were tired and looking for a lodging for the night they remembered “We’ll leave the light on for ya!”

• Make it Memorable

Your slogan must be memorable. Make it easy to remember, something they want to brand in their memory and possibly even repeat to others.

• Key Benefits

Your slogan must contain a key benefit of the product or service. Give them a reason to remember it.

• Differentiate Your Brand

It must differentiate your brand. Does it bring out the character of the product or services that sets it apart from your competitors?

• Solidify the Brand

It must recall the brand name otherwise who cares who remembers it. The brand can be depicted in the words you use or in the image of your logo.

• Rhythm and Rhyme

Create rhythm and rhyme. Does it rhyme? Does it have a ring to it? The rhythm of the tagline will help to stick in the memories of those that read it or hear it.

1. START FROM THE LOGO

If your brand doesn’t have a logo yet, you should get that done first. A slogan works with a logo in order to promote brand identity.A slogan doesn’t really work without a logo unless your sole advertising medium is radio. The logo is the chicken, the slogan is the egg. If you are designing the logo and producing the slogan for a business, you have a unique opportunity to create both at once, which can allow you to better integrate the two as a final product.Remember that top brands change their slogans all the time, and you can do the same if you feel you need to five years down the line. No slogan is cast in stone

2. Create Your Word ListBrainstorm a list of words associated with your product, who it helps, what it does and the end benefit. The more ideas the better here, you can always edit them down. Keep adding until you suck your brain dry.

Ask yourself:

– What it does?

– Who it helps?

– What are all your unique differentiators?

– What are the characteristics of the product or service?

– What are the qualities of your clients?

While some people like to include words like best, or 100 years in business, I don’t recommend this using your marketing message to give yourself compliments. This immediately sends up a flag in your prospects’ minds and kills the effectiveness of your marketing message.

When you’re done, you should have at least 50-70 words to work with, ones that describe a tangible and unique benefit.

3. Expand Your ListPull out the copy of Roget’s thesaurus you got when you went to college. Or if you don’t have one, pick one up at the bookstore. The online ones don’t give you enough alternatives.

Then take your list of words, and look up their synonyms and add them to your list. Next, write each on a file card and tape them all to your wall.

4. Use Your List to Start WritingStep back and take a look at all the words you’ve got tapped to your wall. Which ones jump out at you as being the most important to clients? Which go together?

5. Keep It ShortMost slogans are only 5 words long. That’s because the shorter your slogan is the easier it will be for people to remember. You don’t need to include your brand name in your slogan either. It’s purpose is to make people think of your brand.

6. Avoid Jargon Or Fancy Pants LanguageDon’t use industry specific jargon words or concept words that make people think or have to calculate something in their heads. The words should prompt an instant image of your product, your clients or the benefits.

Action Step:

Use the above 5 steps to create your master list of words that describe your company, your product, your service, the benefits and your clients.

Here are some memorable marketing slogans for food and drink to whet your appetite.

“Snap! Crackle! Pop!” Kellogg’s Rice Krispies

“Finger lickin’ good.” KFC

“Betcha can’t eat just one.” Lay’s

“Got milk?” Milk Board

SloganTester

Just ask yourself the following seven questions about your slogan.

Is it original?Is it believable?Does it differentiate your product or service from the competition?

Does it highlight a key benefit?Does it reflect the brand personality?Is it memorable?Is it unique, original and not in use by others.If you answered yes to all seven, you’ve got a clear winner. If you only answered yes to four, you’re close.