The devil is in the details.
Heck, a signature color within your branding can boost brand recognition by 80%!
This same principle applies to your slogan.
The tagline of a business can help consumers remember your brand better and associate it with certain qualities.
It also acts as a way to hook people in to make them check out your products and services.
Writing an epic slogan is easier said than done, though.
You need to make it stand out from competitors, be unique, and sum up your company all at once.
That’s why today I’m going to be teaching you how to write a slogan effectively along with some real life examples for inspiration.
Follow along 🙂
What is a business slogan?
First of all, let’s define what a slogan is. According to our friendly neighborhood friend Google, it is:
A short and striking or memorable phrase used in advertising.
Slogans can be used for a variety of purposes, too.
They can be used for individual advertisements, products, or a business as a whole.
Hence why learning to write them effectively is important because you’ll be writing more than one tagline in your days as an entrepreneur.
Let’s jump into the meat and potatoes of today’s article with that being said: learning to write slogans.
Tips for writing a business slogan
Writing a slogan is like any other piece of copy.
It’s wise to begin by brainstorming as many ideas as possible and swiping other material for inspiration.
Before you can take those steps, you should apply the strategies I’ve outlined ahead.
1. State a benefit within the slogan
Stating a direct benefit in a slogan allows customers to instantly know what they will get out of purchasing from you.
Look at Walmart’s, for example:
“Save Money. Live Better” directly tells the reader of the slogan that they will be able to save money and live a better life by shopping at Walmart.
It makes sense, too.
Walmart is a general retailer that sells everything, and is known for having good deals.
Over time it’s fair to say that customers would associate cost savings and being frugal by shopping at their store.
This also attracts a specific type of person to the store which is called a buyers persona.
Keep in mind the type of customer that you’re trying to attract and shape the slogan to appeal to them.
2. Keep it short and sweet
I wrote an article recently on how most people’s attention is shorter than that of a goldfish, and how to market to them accordingly.
That plays into slogans, as well.
We can talk about social media, video games, and all that jazz which is probably playing into the lowering of attention spans, but that’s not what matters.
We’re not psychologists, we’re marketers. And that means we need to adapt to consumer behavior and not necessarily break it down into a science.
With that being said, I’d recommend trying to keep slogans as short as possible with still getting the main message across.
KFC is a great example of this:
It’s four words. That’s it.
Yet those four words sum up their product and experience perfectly and puts a visual in your head.
3. Align it with the logo
Brand consistency is key to build trust and recognition.
If consumers can’t recognize your brand across different channels, it may confuse them or have them thinking they found the wrong business.
This is precisely why it’s wise to keep your logo and slogan aligned, if not together like glue.
Burger King’s “Have It Your Way” slogan is a great example since the font and color match the logo.
Remember what I mentioned earlier about having a signature color? Burger King schools us on this here, too.
4. Add some humor if possible
You can make a slogan memorable and positive by adding humor to it.
This can be a funny saying or inside joke that only certain consumers would understand. Using a joke that only a specific group of people would get is another strategy for using a buyers persona.
Lay’s uses subtle humor in their classic tagline “Bet you can’t eat just one.”
It’s playful and fun line that also implies their chips are so good you won’t be able to help yourself but eat more.
5. Make it stand out among competitors
The slogan and identity of your brand needs to be different than all of your competitors.
Small details like colors and shapes are often enough to carve a groove in an industry.
I’d recommend beginning by collecting a list of your competitors.
Let’s imagine that we run a web design agency, for example. We could search Google for a keyword like “Web design services” to start.
We would then go one by one through each competitor’s website and take notes on their tagline.
Once we’ve analyzed several slogans, we may come across findings like:
- Many of them are stating the direct benefit of their product.
- There’s the opportunity to use red or orange because most of the competition use other colors.
- Some competitors aren’t using slogans at all.
You can then apply these patterns and opportunities to craft a truly unique tagline that jumps from the screen.
Wrapping up slogan writing
The tagline of a business is a very subtle but key component of branding.
It allows you to instantly sum up your value proposition and product.
Unfortunately a lot of companies don’t use a slogan, and they’re missing out on brand recognition and loyalty because of it.
Don’t be one of those businesses any more.
Apply these main takeaways from today’s blog post and begin making a name for yourself in any industry: