“Just do it.”
“Have it your way.”
“So easy a caveman can do it.”
“We try harder.” Chances are that you know which companies those slogans belong to. That’s because all of those slogans are memorable, unique, and do an excellent job at capturing the identity of the companies they represent. Writing a slogan can be a challenge, make no mistake about it. It’s tough to distill the essence of your brand into a few snappy words, but having a good slogan is an essential part of the brand building process. Your slogan will be on all of your advertising and marketing, from your website to your promotional products. So, how can you write the perfect company slogan? Here are some simple tips to help you craft the right words for your brand. • Know your brand-Avis’ slogan (“We try harder”) was based on the fact that the company was #2 in the rental car market. In other words, since they weren’t the top company, they had to try harder to please customers. The slogan fits with what the company is. It matches perfectly with the identity of the brand. Be honest about who you are. Take the time to really think about your brand. What makes you different than other companies? What do you want your brand to stand for? • Know your audience-Who is your target audience? Be as specific as you can when defining them, because this will help you when tailoring your message. Different groups respond to different kinds of messaging. You need to know how to talk to your audience in a way that resonates with them. • Keep it short and simple-Just in case you don’t already know, slogans are supposed to be short. Look at the slogans mentioned above. The longest one is 7 words long. You want to keep it short so people can remember it easily. Anywhere from 3 to 10 words is a good length to aim for. • Focus on a benefit-Take a look at Burger King’s slogan-“Have it your way.” The slogan is focused on a benefit. That benefit is that you can customize your burger however you like. You can special order your burger just the way you want it so you know you’ll love it. It’s a benefit-driven slogan that is memorable and that gives customers a clear reason to go to Burger King and not some other fast food joint. So, what’s the benefit of doing business with your company? • Make sure it flows off the tongue-When you’re writing your slogan, read it aloud. You need to hear what it sounds like when you actually say the words out loud. Something might look good on paper, but it might not have the right rhythm to it when you say it. Or it might be a tongue twister. • Don’t stretch the truth-Every town has a restaurant that claims to make the best burger in the world or that says they are “world famous.” Of course, we all know these eateries are stretching the truth. Resist the urge to do that when writing your slogan. Consumers love honesty. They won’t do business with companies they can’t trust. By following these tips, you’ll have a much better chance of writing the perfect slogan for your company. Promo Logo Mugs is your source for all your customized promotional products, from logo mugs to custom shot glasses and everything in between. Browse our full inventory at www.PromoLogoMugs.com.
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