Words change meanings. In our daily life, we listen and say many things to justify our conversation - some words stay out in our mind, many go away with time. With human psychology, nobody can remember everything but when I say “Connecting People” your mind may immediately pick up that I am talking about Nokia. Although slogans work slowly, they are effective and their hold is long lasting.
Great advertising always earns extra credit whether we talk about banner advertisement or TV commercials or any other digital advertising; however, when we talk about slogans, there are many things we should keep in mind i.e. they should be memorable, conceptual, state a mission (elaborate company goal), predictable and actionable.
I have managed 7 points to illustrate how a slogan works, the impact of slogan and why we should create one.
A slogan is not just a tag-line that advertisers create; they play a strategic game; in the long run, good slogans play with customer’s mind making it believe yours is a reliable product. So, companies keep experimenting until they get a perfect piece.
McDonald's is the best example: They kept changing their slogans until 2003 when they found a perfect tag line “I'm lovin’ it”. This according to the company was ideal representation of their brand as they want each client to feel the same after using there service. Thus it was a perfect seller and ultimate reminder for the service of McDonalds!
The slogans give a good feeling to the consumers of McDonald's and they actually feel happy going around with their family. Of course, slogans will not put you high up on the SERPs - but they sure do put you high up on the customer’s mind and isn’t that a SE you want your product to be high up on? Slogans make your brand easy to recall, remember and identify when it counts most, they make your brand more seem reliable.
Creating a prominent identity is what every brand desires and so getting an extra identity is surely a bonus. Slogan is sewed with your brand name and is used everywhere along with it … so it technically works as a shadow for your brand name.
A brand name can not stand alone as compressed communication to speak for the brand. Thus brand slogans have a key role in communicating the essence of a brand. Slogan is deputized for branding as it is more impact full and gives meaning to the noun. Slogan is appealing as well as elaborate as compared to the one word noun. A phrase with a meaning is apparently easier for people to relate to and remember thus the impact of brand noun is accentuated with its shadow i.e. slogan.
Be it just a sales hook or real meaning for the brand, a slogan actually works as a DNA for any brand. A truly successful slogan, if it is to continue to stay successful, is not just a benefit but a commitment – it is what the brand stands for! This DNA for the brand does not only attract the customers but also the management and employees working under the name.
Many times a slogan is actually a précis of the enterprise and is designed to mirror the commitment and loyalty of its employ us at the work place. Thus they remind the management as well the buyers the real meaning for the brand, which eventually works magic for the company and increases revenue.
Moreover, slogans can also work as bridge between the clients and brand to build and strengthen the relationship. Since it gives meaning to the name, it can create feelings and attract people towards it. Thus, a person can relate and eventually be incline towards the brand resulting in increase of ROI
Slogans are usually based on 2 to 5 easy to remember words, long lines are hard to memorize so the shorter the better! The message they leave and what picture they sketch in our minds when someone reads, hears or simply ‘sees’ a slogan is crucial. Since brand name can not specify the essence of your business, you have to make something memorable that represents your brand. You should keep an eye on the sound it produces and the ‘nerves’ it touches when it strikes the customer’s mind.
Here is one: “Good to the Last Drop”. It is simple, catchy, short and easy to remember and it perfectly defines the brand. IMO, you can’t help but pay extra attention to that last sip of java. It makes the person feel the taste and remind them of the slogan “Good to the last drop”.
Slogans should be easily predictable. What I mean by predictable is, “Good to the Last Drop” we can easily guess that it is talking about something that is drinkable. “Melt in mouth not in your hand” it can be said about chocolate or ice-cream. These slogans are easily predictable and give identity to their brand.
Slogan also works best to display the real perspective for any business, this way it can attract the targeted audience easily and can also connect with them emotionally. For instance take an NGO or a charity website. Water 4 Kids have a slogan “Hope through Safe Water”. This slogan does not only clarify the real job they do but also arouses sentiments.
After the good stand of your business representation, for example Nokia, when they launch new product, they don’t need to do marketing for every launched product, then who does marketing for the new and upcoming products? Answer is: We! We all, who are interested in mobile technology does their work for FREE! So after a successful brand its community does their work.
We can ask about the slogans from our audience to understand how they see the slogan as it is also responsible for the revenue of business. We can’t visualize how slogan is impacting on our brand but it is definitely fruitful in the long term. We all make slogans to disclose ourselves in short words, I see myself as "Positive Thinker and Non-Stop Fun" as my name "Kumail" isn’t enough to describe myself.
About the Author: Kumail Hemani is a search and web analytics manager from Karachi, Pakistan. Follow me on Twitter!