The slogan is a short phrase that defines the company or its services/products. It serves as an identification tool between the company and the public.
The importance of the slogan also encompasses the personality of the company owner and serves as motivation for employees, acting as a constant reminder of the company's role in people's lives.
It should be a "catchy" phrase, easily memorable, that stays in the audience's mind. Thus, the slogan will reinforce the company's authority.
If you hear or read the slogans below, you'll know to which brands they belong, without anyone having to say:
“Open happiness.”
“Living without borders.”
“I'm loving it.”
“One is never enough.”
“1001 uses.”
“Terrible against insects. Against insects.”
What to consider when creating
- Audience language: Each audience has its own terms that identify them. There are terms for talking about soccer, health, news, youth, music, food, etc. Identify which can be useful for your business.
- Focus on emotions: Before the purchase is rational, it is emotional. Therefore, define which emotions you wish to evoke in the audience when they read the slogan.
- Play on words: Play with words, using irony, repetitions, double meanings, etc. This way, the slogan becomes more attractive and memorable.
- Know your audience's values: Understand what they consider most important and integrate it into your brand. This way, they build an emotional connection with it.
- Know the competitors' slogans: Yes, this is also important, as you can be inspired by the best and understand how your product/service can affect people.
Creating the slogan
Identify in a basic way the message you want to convey to your audience. Think of all the points that can highlight your business. This will serve as a draft to start creating.
Make several drafts of slogans, without fear of making mistakes. To do this, let your imagination run free, jotting down even ideas that seem silly.
Keep your logo or products nearby, and also do this in an environment that has the energy of your company. This will serve as inspiration, to not stray from the essence of the business during creation.
After gathering various ideas, it's important to step away and rest. To create something light, our mood should also be light. With that, return to creation and select the best ideas.
Continue selecting until only a few remain. Ask for opinions from people around you to see if you're on the right track. After that, build a single slogan and refine it until it meets your expectations. With the slogan ready, start your marketing to promote it.