Slogans are catchy phrases often used in conjunction with company logos. They are the most effective means of drawing attention to a product or brand. However, with millions of memorable brand names with clever slogans and beautiful logos out there, how effective a slogan should really be in order to be a factor of success for a brand? Of course, you can nail it and write a great slogan but your competitors can do the same.
So, how can you guarantee to be original and unique? Creating your slogan according to the brand personality you aim to achieve is truly a science: you just have a few seconds of attention from the public to convey the right message. You need to really understand what makes you different, because high quality of your product is just not enough.
“The happiest place on Earth” takes you immediately to a mental trip to Disneyland. Now, think about this slogan carefully. Is it a description, a fact or a promise? It’s all of them. And it aims to provide a solution for a lack of joy, while fulfilling a life goal.
In fact, a killer slogan need to accomplish several objectives simultaneously. Not only to be of less than seven words as traditional theory says, but to be accurate and dreamer at the same time.
The science behind a slogan
According to recent research, published in the Journal of Business Research, there are three primary factors that determine whether people like a given slogan:
• Clarity of message
• Creativity
• Familiarity with the brand
The study revealed that while repeated exposure can help people remember a slogan better, people are unlikely to have a more positive reaction to it because they have seen it more frequently. The same happens with jingles and short slogans, which have no effect on people. Demographics play no role, since neither age nor gender or income differences resulted in any change of effect.
On the contrary, researchers found that stating a product benefit and making sure the tagline is appropriate for the advertised product can make a slogan more likable. Excluding the brand name and using rhymes in the slogans also had better liking.
Where to find slogan writers
If you are a business client that needs a logo and slogan, you may want to use an advertising agency or a combination of a graphic designer and a freelance writer, depending on your budget.
Coming up with a slogan isn’t easy, even for seasoned veterans. If you are hiring a slogan writer, there needs to be an element of trust there before you hire them. The slogan writer commonly needs 2 hours to research the company that you are doing the slogan for, 2 hours to brainstorm ideas, and 2 hours for client consultation and editing.
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