What is the True Purpose of your Brand Slogan?
So, you’ve got your business name, your brand identity, brand mission, and values statement ( or maybe you don’t yet), but do you have your brand slogan?
What is a Slogan?
A slogan is a phrase or short statement that brands use to promote and distinguish themselves from competitors. It's one of the most fundamental components of any branding strategy. A slogan is generally made up of a brief sentence or expression that emphasizes the company name or logo. Many large corporations have coined successful marketing slogans that consumers recognize as much as their name and brand.
The slogan is often dismissed as a branding element, although this is also why even a potentially good firm name fails to satisfy expectations. Its main goal is to improve and enhance the name while also giving customers a little taste of what the brand has to offer. Simple words or phrases can make a big difference when used correctly with your company's logo.
Let's talk about the actual impact of a Slogan when it comes to branding.
The goal of creating a slogan is to boost brand recall. They are there to take the place of photos when words aren't enough. This increases the product's market reach and creates a better long-term memory for consumers. You should want your consumers to remember your brand no matter where they are.
As a result, you don't simply need to come up with an innovative slogan; you need to be clever as well. The main motivation is to pique your consumer's interest and generate curiosity about the goods. It allows your audience to stop and consider the brand's possibilities. You may utilize a slogan to appeal to consumers' demands, attitudes, or emotions, depending on your marketing strategy— thus, attempting to push them into taking action by encouraging them to purchase the product in order to gain access to the benefits it provides.
Why is it such a potent part of your marketing and branding efforts, you may ask?
Because it triggers the motivation of the consumers thus driving them into action.
Creating a Good Slogan
Due to the importance of the slogan in your business, it is best to assert careful planning into the process of creating a slogan. To achieve a good slogan, you must inform yourself of what the qualities of a good slogan are.
A catchy phrase is remembered. A slogan must be able to capture a person's attention and maintain it for a set length of time in order to increase brand recall and elicit buyer urges. In the business sector, durability is crucial, therefore you must be able to produce something that remains in the thoughts of consumers when they go shopping.
A successful slogan evokes mental pictures in customers' minds. When people hear something, the majority of them imagine images in their minds. As a result, by utilizing the slogan, you may stimulate your consumers' visual preferences. You might, for example, remind them about your company's logo and create a stronger connection between the two.
A good slogan drives people into action. Awakening triggers on the consumer's part will help make them the decision to buy the product being marketed.
A good slogan highlights the benefit of the product. This is tied up with the efforts of creating product distinction, which is to emphasize the benefits that one can derive from using a company's products or services.
Advertising VS Business Slogan
Business owners must be able to differentiate advertising from business slogans since they serve different purposes. The business slogan is more important since it concerns the brand identity. It impacts your distinction in the market and the power of your brand. Meanwhile, advertising slogans are created for specific marketing objectives and over a short period of time. It is more concerned with influencing a consumer's immediate reaction to a given product while a business slogan reinforces the reputation of a company as part of its branding efforts.
