Surely, if right now we asked you about a company slogan, several of them would cross your mind: “Impossible is nothing”, “Just do it”, “The best a man can be”, “There are things that money cannot buy. For everything else, MasterCard. What do they sound like to you?
For a company, a slogan is important because it is a phrase that summarizes the entire essence of your business. But what do you need to know to create it? That is what we are going to talk to you about next.
What is a company slogan
First of all, it is important to know exactly what the definition of a company slogan is. And for this, the best concept is the following: a slogan is actually a sentence or two that makes a summary highlighting the most important thing about the company, whether a value, a characteristic, the mission...
In other words, it is a catchy phrase, not too long, that highlights the image of the brand in such a way that, even if they do not remember the name of the brand, the phrase does and is enough to identify the company.
Of the examples that we have given you before, surely, when you have read it, you may have identified some brands: Adidas, Nike, Gillette or MasterCard have been the ones we have chosen, renowned brands but that knew how to create company slogans. so that anyone who reads or listens to them knows for sure what businesses they refer to.
Characteristics of company slogans
When thinking about a slogan there are a series of characteristics that should be met (in most cases). Actually there are no mandatory rules, but these characteristics are based on those phrases that have known how to be good and stand out. And what do they have in common?
- They are concise: that is, they have a minimum of five and a maximum of eight words. But, as you will see, not all of them comply and succeed (see MasterCard).
- They have senses: not in the fact that you know what they say is well said, but that they align with the brand identity. For example, imagine if Nike had put the phrase “Give up” instead of “Just do it.” Most likely, they might think that it is a brand that is giving up (or that they want whoever sees their shoes to give in to them, but that is not the image they wanted to give).
- They are timeless: in the sense that, no matter how many years pass, they will continue to evolve with the brand, they will not become outdated.
- rhyme: This is perhaps an important part because the rhymes become more attractive to the ear and are also more catchy.
- They evoke emotions: to connect with consumers. Although, in this case, the phrase alone may not be enough and requires storytelling (an advertisement or similar) that reinforces that story.
Types of slogan
A topic that not many know is that, when creating a company slogan, it is important to know the type of phrase that is going to be created. And there are up to six types.
- Differentiation slogan: responsible for standing out from the competition. This is done by making it clear what your company does that others do not; or showing the benefits of buying from you and not from others.
- informative slogan: As its name suggests, all it does is explain, in brief words, what the company does.
- Results oriented: in this case it focuses on the benefits that the product offers. To give you an idea, some cereals could say that they are the cereals of the champions.
- Focused on value: value, mission or vision. But it focuses on what that company or product brings to consumers.
- Addressed to the public: focuses on the target audience. In most cases, offering the reason for consuming that product or service and not another.
- To make the brand known: They are normally catchy phrases whose objective is to make the brand known and identify it with what you sell.
How to build a slogan
Now that you have all the information about business slogans, would you like to create one for your business? The first thing you should know is that There are no rules or secret formula to do it.. Each business is different and the sentences can come out very different by applying different techniques.
But what is clear is that you should take into account some points:
Make it memorable
Yes, let it be remembered in any way. In this sense, a catchy, short, rhyming phrase can be much better than one that is too long. Therefore, try to condense everything you want to say to the minimum word (or words).
Note that It should be something that is easy to remember but that they identify with your product.
For example, if you sell hand creams, you can put: The cream that gives you back the skin of your childhood. And from there condense it to the maximum.
Convey something positive
This is important. Whenever you think of a slogan, do it with something positive in mind. A benefit, a special feature, a positive mission. Whatever, but always from the optimistic side. Because what you want is for them to associate your business with something pleasant (with exceptions, of course).
Bet on showing the best of your product
And who says product, says service, says brand, says business. You should see the slogan as the best way to sell the benefits you offer. In other words, why your product is better than everyone else's.
So you need to summarize in just a few words what the qualities of that product, business, service or brand are, the best of all so that, when customers read it, they are curious enough to want to know more, buy it, try it or even tell everyone that you use it.
As you can see, a business slogan is a valuable tool if it is constructed well because it is a way to identify your product or business in a way that is easily remembered. Have you ever thought about doing it?