A catchy slogan may not be at the top of your list of priorities when creating a brand identity, but (hear me out here) if I said to anyone ‘maybe she’s born with it’ I would fully expect the response to be ‘maybe it’s Maybelline’. Clearly, slogans work, and they work well – especially if you want your brand to be imprinted in people’s minds. So honestly, what are you waiting for?
Just do it.
Where to start?
A good slogan is seemingly effortless, memorable and catchy, it should allow your targeted audience to get in the zone and instantly think of your brand. As a general rule, they should be under 10 words in length – think small. The shorter it is, the easier it is to remember, and that’s just the miracles of science.
A good slogan supports the message of your business, consistency is key and therefore it should harmonize with your logo and other parts of your business. Challenge everything you come up with, and consider whether or not it would actually suit the image that you want to portray of your business- after all, if your business were to go global, your slogan would be everywhere you want to be. Image is vital.
Don’t over-think it, once you have a list of strong ideas, stop brainstorming and consider IT done. Your slogan shouldn’t be complex or difficult; making it great should just purely come from your imagination at work and not from long, drawn out processes which could create an artificial sound.
Honesty is always the best policy, so bold sweeping statements about your product or service being ‘the best’ may be thrown back in your face if customers receive anything less. Carlsberg admits that they’re probably the best beer in the world, but by carefully adding the disclaimer of ‘probably’ they’ve allowed themselves some room for disagreement.
Don’t just have it your way, get some input before you decide on any finalities. It’s important to share moments, share life with those who will have a key stake in your business and its success; two minds are always far better than one and everyone at the heart of the image of your business will have an invested interest in how you present yourselves. Ask for constructive criticism and make sure that your slogan is pleasing people the world over– because after all, you want your business to keep going and going and going.
Overall, you just need to make sure that you’re happy with your slogan and how it presents your business- quality never goes out of style. Don’t be afraid to think outside the bun and make the most of now, because after all, success, it’s a mind game.