An advertising slogan is vital to any small or medium-sized business (SMB)’s advertising strategy. It communicates the story of a company, promotes its unique value proposition, and makes an emotional connection with customers. This guide will help you understand the importance of slogans and provide a step-by-step process to create an effective one for your business. Use this guide as well.
Brand Identity
A slogan articulates what your business stands for and its unique value proposition. This is essential for building a memorable brand that stands out in a competitive market. Identify what your company does better than anyone else.
Customer Connection
A well-crafted slogan can create an emotional connection with customers. It reflects the business’s values, mission, and personality, making it easier for customers to relate to and remember them.
Consistency in Marketing
A slogan provides consistency across all advertising platforms. A consistent slogan reinforces the brand message, making it more memorable with increased frequency of exposure.
Standing Out
A unique and catchy slogan differentiates your business from competitors in crowded markets. It highlights what sets your business apart and why customers should choose you over others.
Recall and Recognition
Slogans are often easier to remember than business names. A memorable slogan enhances recall and recognition, making customers more likely to think of your business when they need your products or services. A business must be known before they are needed.
For example, McDonald’s “I’m Lovin’ It” is instantly recognizable and reinforces customers’ relationship with the brand. But how do you create a slogan for your business? Here is a simple guide:
1. Define Who You Are
– Mission and Values: Reflect on your mission and core values. What do you stand for? What is your unique selling proposition (USP)?
– Audience: Understand your target audience. What are their needs and preferences?
2. Identify Key Benefits
– Focus on the main benefits your product or service provides. What problems do you solve for your customers? What sets you apart from competitors?
3. Keep It Simple
– A good slogan is short, memorable, and easy to understand. Aim for a phrase that is no longer than five to seven words.
4. Make it Unique and Catchy
– Use creative language that grabs attention. Play with words or rhyme to make your slogan catchy.
5. Be Timeless
– Your slogan should be relevant for a long time. Avoid words that might quickly become outdated.
6. Reflect Your Personality
– Ensure your slogan matches the tone and personality of your business. It should align with your overall branding, whether serious, fun, professional, or quirky.
7. Test it Out
– Get feedback from employees, customers, and partners. Ensure they understand what you are trying to convey.
8. Ensure Uniqueness
– Research to ensure another company isn’t already using your slogan. This prevents confusion and potential legal issues.
Example Process:
Define Brand Identity:
– Mission: “Providing authentic NY deli food and local favorites, serving our community.”
– Values: Authenticity, community.
Identify Key Benefits:
– Unique fusion of cultural cuisines.
– Authentic recipes and high-quality ingredients.
Keep It Simple and Concise:
– Ideas: “Taste the World,” “Delight in Diversity,” “Savor the Fusion.”
Make It Unique and Catchy:
– Final options: “Deliciously Diverse,” “Only in America!”
Reflect Your Personality:
– Ensure the slogan feels inviting and inclusive if your business is warm and community-focused.
Test It Out:
– Share with loyal customers and get their input. Do they feel it represents your business well?
Check for Uniqueness:
– Quick online search to ensure no other local or national business uses the same slogan.
Winner: “Only in America!” This slogan represents the immigrant owner’s story, unique menu, and pride.
Following this guide, you can create a slogan that effectively builds your identity, connects with customers, and sets your business apart from the competition. Use these steps to craft a powerful slogan and build a strong, memorable image in the minds of your customers.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
