Having a Good Slogan

15 Feb Having a Good Slogan

Thinking about a sloganWhen you think of company slogans, the first ones that come to your mind are probably McDonald’s “I’m Lovin’ It,” and Nike’s “Just Do It.”  These slogans are ridiculously catchy and unique.  In fact, it is hard to think of the company without thinking of their slogan.  Too many companies use a generic slogan like “Serving you since 1978,” missing out on what they could be doing with a catchier slogan.  Here are 5 tips to help you make a great slogan.

Keep it Simple

Your slogan needs to be short and simple.  A good rule of thumb is that it should be between 6 and 8 words long.  It should be one sentence and to the point.  Ideally, it should have a rhythm to it so that it is pleasing to read and listen to.  Many companies put their slogan to music and create a catchy jingle that will get stuck in people’s heads.  “Like a good neighbor, State Farm is there.”  Just try to pretend that you didn’t sing that as you read it.  

Think About Your Audience

Your slogan should appeal to your target audience.  If you are catering to people 50+, you don’t want to throw in pop cultural references that they will not understand.  Nor do you want to bore the younger generation with a super generic slogan.  This also applies to businesses that are national or international.  Your slogan needs to make sense not only regionally, but on a national level, and if you are international, it needs to translate well to your target audience’s language.  For example, KFC’s slogan “Finger-lickin’ good” unfortunately translates to “Eat your fingers off” in Chinese.  

Make Sure That it Can Stand Alone

If people hear your slogan, there needs to be something that relates them back to your company and your business.  Someone should be able to figure out what you do and who you are just from your slogan.  A good example of this is The New York Times “All the news that’s fit to print.”

Be Honest

Advertising that you are the best in the business may not be the most effective slogan.  Whether or not it is true, potential customers will scoff at your arrogance.  Make sure that you can actually deliver what you are advertising with your slogan.  However, it is ok to occasionally stretch the truth for humor or to make your product more fantastical, for example “Red bull gives you wings!”


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