How to Create a Successful Business Slogan in Five Steps
When we think of slogans, we might think of catchy phrases or simple mantras like Nike's "just do it." However, there's much more that goes into a slogan than simply being catchy. Slogans are complex branding tools. When used properly, they're one-liners that make your business stand out from your competition. Not only that, but they can match your business with a benefit that makes your business stand for quality, service, or anything else you choose.
So how does one go about creating the perfect slogan? This short guide will help you weed out weak slogans and meaningless catch phrases. Heck, you might even create an awesome slogan following these guidelines alone!
1) Determine if you need a slogan. Not all businesses need a slogan. Here's the general rule: The more niche-specific your company is, the more likely a slogan would work out for you! However, the more general your services are, the less likely you need a slogan. In fact, a slogan can hurt your company if you have a wide range of services by leaving out all the wonderful benefits your company provides.
2)Find Your Business' Strongest Benefits. A benefit is an explanation of how an aspect of your company directly benefits your customer. A good benefit is something you can actually quantify. If you can't measure your claims, they won't mean anything when you say them. The easy way to figure this out is to ask your customers; "What do you like best about doing business with us?"
3) Consider Your Company's Image." Is your company spunky? Funny? Professional? Targeted towards moms? Your slogan should be aimed at your market. These are the people who are most likely to buy your product.
4) Don't Use Puns. They're just not "punny." They also don't tell your customer what your company really does.
5) Make Your Slogan Unique. Include your company's name, trademark, or mascot into the slogan. If your slogan can be picked up and used as is by a competitor, then it's not unique!
When you follow these steps, you should have a list of clear benefits and be in the right direction towards finding your new slogan! If you're unsure about any of them, try saying them out loud to yourself, and cross-check any new lines against the five steps!
If you can't come up with something good right away, don't get frustrated. Just remember that good slogans and good writing take time. When you're stuck, step away from your list and come back to it later with a fresh mind. If you're working hard at that slogan and just want that professional touch, you can always contact an experienced copywriter to give you pointers or write business slogans up for you!
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