Businesses large and small have been using slogans in advertisements for more than a century. The right slogan can become the centerpiece of your business’ identity. Some of the most memorable slogans, ones in which we automatically associate with certain companies, include Nike’s “Just Do It” and BMW’s “The Ultimate Driving Machine.” But what makes a great slogan?
Slogans should always be five words or less. The best slogans describe what a business stands for in the shortest amount of words possible. A slogan should encapsulate the benefits potential customers can expect from your business, e.g. Disneyland’s “The Happiest Place on Earth,” or establish your brand. The right slogan becomes ingrained in the minds of consumers instantaneously.
Studies show that slogans that have no brand name included are more likeable. In fact, in most cases, slogans don’t actually mention the business name or product. Furthermore, more creative slogans and those with greater message clarity result in higher liking. Your focus should be on what your business or product does and how it is different from your competitors, which will help potential clientele remember you and your business.
We are bombarded every day with advertisements -- between 3,000 to 5,000 -- from TV and print to social media and grocery cart ads. Creating an effective slogan helps your business be heard through the cacophony. Always ensure your slogan also complements your business’ existing logo and company name, and make it timeless.