Hey there, business owner! What makes a brand worth billions of dollars different from one that people forget? Often, it all comes down to a phrase, which is just a few well-chosen words.
A slogan is more than just a catchy phrase; it’s what your business is all about. Think of it as an important link that lets customers get to the heart of your brand. When writing this short but strong sentence, you should keep in mind that it has the power to make people feel good, bring back memories, and build trust with them. So, a really good phrase doesn’t just get people’s attention for a short time; it actively encourages long-term loyalty and builds relationships that last. If you want to stand out in today’s busy digital market, you have to master this art. Customers will remember your company forever if you use the right words.
Slogans Aren’t About You, They’re About Them
This is by far the most important piece of advice. A lot of founders make the mistake of making a slogan about their product or past, but a magnetic slogan is all about what the customer can get from it. Your slogan should talk about the end result, like the feeling, solution, or goal the customer gets. Your product is the means to that end. For instance, high-end running shoes are shoes, but they help you run faster or finish a race. So, always ask yourself: What is the main problem we’re trying to solve? What do we do to make people feel good? When you get that right, you’ll have the heart of a great slogan: a short, powerful Unique Value Proposition (UVP).
Tips & Advice for How to Make a Slogan
Creating a world-class slogan requires focusing on key elements to ensure your message is memorable, effective, and lasting.
- Focus on Brevity and Rhythm
- Use Active Language and Avoid Jargon
- Think About Longevity and Brand Identity
Focus on Brevity and Rhythm
When you look at the most iconic slogans in history, they all share two common traits: they’re incredibly short, and they flow beautifully.
The Power of Conciseness
For people to remember your slogan, it needs to be short. Aim for three to six words because it’s easier to think of longer sentences. It’s too long if a phrase makes you hold your breath! A good saying can become a great one by cutting out one word. For instance, “Connect faster, communicate clearer” is a lot more powerful than a long sentence.
The Importance of Cadence and Rhythm
Say something short like a song line. Does it sound good when you say it? Like any good writing, use alliteration and rhyme to make it sound catchy and full. So, read your phrase out loud more than once. If you make a mistake, fix the words until they flow well. A catchy rhythm makes your phrase easier to remember and share right away.
Use Active Language and Avoid Jargon
The language you use in your slogan should be clear, direct, and universally understood.
Action, Not Description
Use strong, clear verbs and an active voice all the time. Customers should act when you use active language because it shows confidence and motivates them to do so. Do not use passive voice. Say “Unleash your potential” instead of “Your confidence comes from us.” Strong verbs create movement that passive voice simply cannot match
Clarity Over Cleverness
It’s nice to be smart, but being clear always wins. Stay away from business jargon and ideas that are too abstract. Everyone needs to be able to understand your phrase right away. You have lost the attention of a possible customer if they have to stop and think about what you mean. Keep the words easy for everyone to understand. Don’t give up clarity for a quick moment of being funny or smart.
Think About Longevity and Brand Identity
A slogan is a long-term commitment. You want a phrase that grows with your brand, not one that forces you to change it next year.
Avoid Fads
Stay away from slang or technological trends that are out of style and will make your brand look old very fast. Your main message should be timeless and focus on wants that everyone has. Put ideas like comfort, speed, trust, and quality at the top of your list. These long-lasting values will make sure that your slogan is still important and powerful after years, so you won’t have to keep making expensive changes.
Ensure Broad Applicability
Is your slogan so limited that it only works for one item? Think about what happens when you start a new line. A really good phrase sums up everything your brand stands for. Your term should be based on the main goal of your brand. Your phrase can change and grow with your business, whether you only sell one thing or a lot of them.
The Final Test Vetting Your Slogan for Success
Once you have a few strong candidates, don’t just pick your favorite. Put them through a rigorous testing process.
The Stranger Test
Ten people who have no idea about your business should see your top three themes. Ask: “What do you think this company does?” If most people get the core value or business right, you have a winner. If they look lost or make the wrong guess, the phrase needs work.
The Legal Check
A lot of people forget to do this step. Before you print thousands of dollars’ worth of marketing materials, do a quick search and even talk to an intellectual property lawyer to make sure that someone else hasn’t already trademarked the phrase. After your phrase starts to get attention, the last thing you want is a “cease and desist” order.
The Negative Association Check
Does the term mean anything bad or embarrassing in other languages or cultures? In today’s global, connected world, skipping this important culture check could lead to a huge PR disaster down the road. You need to fiercely guard the image of your brand. Take the time, do these important testing steps, and write those few words that will not only bring in people but also make them want to come back for years to come. If you want your phrase to work, it needs to be a promise with no hidden downsides.
Conclusion
In the end, your slogan is the flag of your brand. It shows what you stand for, what you offer, and how people will judge you. As we’ve seen, writing a strong one requires going beyond describing the product and focusing on how it makes the customer feel and what it does for them. You can build a phrase that lasts by getting the basics right, like keeping it short and rhythmic, prioritizing clarity over cleverness, and making sure it can be used in many situations. Take the time to test these ideas and come up with those powerful few words that will bring in customers and keep them coming back for years to come. Your motto isn’t just a catchphrase; it’s the one promise that people will always remember about your brand.
