What is a Slogan?
Any form of business branding plan must involve the creation of a slogan. It is one of the basic elements necessary in building an effective brand campaign. A slogan typically consists of a short sentence or a phrase that serve to reinforce the business name or logo. In fact, many big time businesses has created highly successful marketing slogans that it has been recognized by the consumers as much as their name.
Slogan is often dismissed as an element for effective branding methods, which is also the reason why even a potentially good business name fails to deliver. Its main purpose is to enhance and boost the name or provide a tiny glimpse of what the brand promises to deliver. Even simple words or phrases can go a long way when it works well with your brand.
Impact of Slogan to Branding
Brand recall is the main purpose of creating a slogan. They are there to speak for the brand where images fail. This further enables the brand to create a more lasting memory to the minds of the consumers and enhances the market reach of the product.
Therefore, you need not just produce a creative slogan but an intelligent one. The purpose is mainly to capture the consumer’s attention and produce interest about a given product. It enables your audience to stop and think about the possibilities offered by the brand. Depending on your marketing plan, you can utilize a slogan to appeal to either the needs, attitudes, or emotions of the consumers. Therefore, you are trying to compel them to make an action, which in this case is to purchase the product to avail of the benefits it offer.
Why is it such a powerful part of your marketing and branding efforts, you may ask? Because, it triggers the motivation of the consumers then drives 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.
1.) A good slogan is memorable. Since the purpose of a slogan is to increase brand recall and trigger buyer motivations, it must first be able to capture their attention and stay in their memory for a given period. Staying power is an essential factor in the business industry, so you have to be able to produce something that stays in the mind of the consumers when they go out to buy.
2.) A good slogan produces images on the consumer’s mind. Most people produce images on their mind when they hear something. Hence, you can trigger the visual patterns of your customers by using the slogan. For instance, you can remind them about your company logo and create a stronger link between the two.
3.) 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 represented.
4.) 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 versus 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 a specific marketing objective and over a short-period of time. It is more concerned over influencing a consumer’s immediate reaction to a given product while business slogan reinforces the reputation of a company as part of its branding efforts.
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