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Diseño Web: La combinación de estética y funcionalidad El diseño web no es solo cuestión de crear algo visualmente atractivo;
September 27, 2024 9:53 am
How To Create A Clever Slogan In 6 Simple Steps
Learn how to create a clever slogan for your business in 6 simple steps with this ultimate guide to slogans. Discover the methodology that branding agencies use to give unforgettable slogans to the largest companies in the market and how YOU can get one for yours. The best part? completely free.
The slogan (Also called "tagline) is a short and memorable phrase that highlights a relevant aspect of a brand's value proposition or its philosophy towards the consumer.
Brief and original formula, used for advertising, political propaganda, etc.
The slogan can be used as an "advertising campaign phrase" or in communication pieces and institutional material (such as letterheads or official letters) as part of a brand's marketing efforts. It is typically seen below the logo as a small piece of text or on a brand's website.
The difference between a good slogan and a bad slogan is that a bad slogan sounds generic (meaning that you have heard it before) and does not make clear any relevant or distinguishable aspect of the brand. On the other hand, a good slogan makes clear the brand's value proposition or a relevant aspect of it in an ingenious, concise and melodious way.
In my branding agency (Dizalo) we have a clear process when it comes to creating a slogan that leaves a mark on the mind of whoever reads it. To do this we have to understand the qualities of the brand and its differentials, because the slogan seeks to communicate this.
The first thing is to define in a list the qualities of the brand. Exactly what is good about your brand compared to others? Most business owners will tell you that "its quality and its good price" are its greatest quality and differential, but nothing is further from the truth.
They all claim to have the best quality, but it is necessary to go further and ask, in what do they have the highest quality? Exactly what aspect of your product or service is of high quality? We took your answer (or our own answer if we are the business owner) and wrote down a clear list of 10 qualities that the brand has.
Do you remember when in the movie Karate Kid the dojo of Cobra Kai had a big sign on its wall that said "Strike first, strike hard, no mercy!" while, on the other hand, sensei Miyagi constantly told our beloved protagonist Daniel-San "The best fight is when you DON'T have to fight."
Well this is a great example of two brand philosophies.
Both philosophies (both Miyagi's and Cobra Kai's) are different and reflect the different approaches he has to Karate.
This is reflected in their slogans or "Mantra". Miyagi's philosophy was one of commitment: if Daniel was going to learn karate, he had to commit to doing it well. While Cobra Kai's philosophy was more focused on victory, hence his mantra, "Strike first, strike hard, no mercy!" which made them more aggressive in fights.
In order to create an incredible slogan that gives you customers, it is important to take into account the philosophy of the brand.
This implies that, if the owner of the company has a specific approach to how he does business, it is advisable to use this in our favor, especially if the product or service is not particularly differentiable from others as such.
Using a brand philosophy as a method to create a slogan is a very useful strategy.
An example of this is when a motor company has the philosophy that "Every good motor is silent" or when a cleaning service has the philosophy that "Every house should be tidy". It is there where our differences shine brightest. And the slogan is an ideal tool to communicate this to future customers.
The difference between a quality or benefit and a differential is that the former can be copied by other companies while the latter is something intrinsic to the brand, such as its business model or specialization.
After writing down the qualities that the brand has, we need to define the differential aspects that the brand has, that is, those things that other companies can hardly copy. For example, if our brand is characterized by using a specific material in the industry that only we use, a group of specialized activities that only your company knows how to do, or a service focused on a specific audience, it is necessary to use pencil and paper to record these differentials. , because they are pure gold to use in our brand slogan.
Once we have clearly defined the differential aspects and qualities of our brand, it is time to brainstorm. We are going to take all the information that we have collected from the brand and set a timer (Typically 10 minutes) And we are going to write down all the slogan ideas that we can think of. It is very important to take into account that, at this stage, there are no bad ideas, only ideas. So there's no point in criticizing slogan ideas that we STILL have, because we're aiming for the quantity, not the quality of those ideas.
Once we have completed our brainstorming, we are going to stop the timer and we are going to proceed to make a top 5 of the best ideas. On average we should have about 30 slogans at this point, so it's a wise decision to remove those that don't interest us. We are going to take into account aspects such as brevity, relevance, originality and sound.
At this point, after having our top 5 slogan ideas, we are going to proceed to play with the words and the composition of these short sentences to increase their effectiveness, for this we can eliminate words that we feel are excessive or replace words with others that we consider most appropriate, which will leave us with 5 high-quality slogans to choose the best possible.
To create a slogan or tagline it is necessary to carry out the so-called "creative process for slogans" which consists of: Clarifying the USP (Unique Selling Proposition), qualities, distinguishable aspects and philosophy of the brand, to go on to collect keywords related to our brand, to continue with brainstorming, proceed to choose the best ideas and finally discard those slogan proposals that are not clear enough and require our ability to polish the most relevant aspects of their writing.
If you are one of those who loves to do things right, then these tips are for you. To create an incredible brand slogan, I share these 6 tips that every good marketer and entrepreneur should follow when creating an AMAZING slogan.
Using values as a source of inspiration for our slogan is a very smart tactic because all companies inherently share a set of values, but it is on the values that we can hook customers by creating a rather likable and humanitarian slogan. This focus on values will help create an emotional and captivating slogan.
Si el producto o servicio que le ofreces a un cliente no funciona o es defectuoso, es lógico devolverle su dinero así que ¿Por qué no convertir esto en una PODEROSA garantía que se comunique en el slogan? Es como cuando Domino’s Pizza en el pasado usaba su famoso slogan: “¡Entregamos en 30 minutos o menos, o es gratis!”
A long, tedious, complex slogan has the potential to make your customers ignore your brand more easily than a cat ignores its owner when called by a name other than “pspspsps”. Your slogan should be easy to remember and easy to say. Stick to a maximum of seven words and avoid using complex or unfamiliar language.
An emotional slogan always works, because most of the time people buy based on emotions and not logic. An emotional slogan should attract people's emotions and connect with them on a deeper level. Insecurities? Desires? A slogan that hits that button has the potential to “click” in the mind of whoever reads it and create quite a magnetic emotional connection.
Not everything that looks like gold is gold. The same rule applies to slogans, not every slogan that sounds good on a corporate board, sounds good in the minds of customers. Keep in mind that once you've created a slogan, it's ideal to take the time to test it out with a small group of people to see if it resonates with them. Get feedback and tweak until you have a tagline that really resonates with your audience.
A good rhyme is probably the easiest way to turn a slogan into the next hum and thought in your customer's mind when they think about your brand category. Adding rhymes helps make the slogan sound more appealing and more memorable.
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