You only have a few seconds to interest a potential customer. The name and logo are not the only tools that you can use to create your company's business card. The slogan is equally important! A slogan is seemingly a few simple words, but in fact - an incredibly valuable and valuable slogan that can tell more about your company than you think. How to create an effective company slogan? What were the biggest brands guided by when creating their slogans?
What is the company's slogan?
The company's slogan is its verbal calling card. It's something that defines brand value, is the carrier of its main idea, a certain promise made to consumers. The company's slogan is not the same as advertising slogan. The password is communicated constantly, regardless of the promotional activities carried out at a given moment.
The slogan is an element that creates the image of the entire company. One of the first things a potential customer pays attention to. The slogan creates a certain image of the brand in the recipient's mind. Therefore, it must be special. It should ideally define what the brand represents. After reading the password, the recipient should immediately know what he is dealing with.
3 steps to creating a great company slogan
The company's slogan is aimed at the audience. Therefore, it must meet their needs. It should communicate something that is of value to them. The secret to successful passwords is perfect knowledge target audience. The first step in creating a company's slogan should therefore be its detailed analysis. Focus on the language your audience communicates. In addition, find out what principles they follow in life, what is most important to them, what they like, what is their life motto.
The company's slogan is an element that creates the overall image of your company, therefore it must be consistent with its visual identification. Set the selected slogans with other branding elements, i.e. the logo, name, company color and tone of communication, and check which of the proposals suits them best. Consistent, aesthetic identification will make the perfect one brand positioning.
A company slogan usually functions in combination with the aforementioned elements branding. However, it can also be useful on its own. Make sure your slogan is self-explanatory and logical. A great trick is to put the company's name in the slogan - just like the Frugo brand did, creating the slogan "No to Frugo". Seeing such a phrase, each recipient knows what it is about. No additional explanation needed.
How were the iconic slogans created?
One of the most popular slogans is Nike's "Just do it". There are two stories about the rise of this iconic slogan. One of them says that the slogan was invented in 1988 during one of the meetings of the brand's founders. Dan Wieden, wanting to motivate the team to work, said: "You, Nike guys, you just do it". The text allegedly inspired the company to create a slogan that is known all over the world to this day.
According to another version, Wieden was inspired by the last words of the serial killer Gary're Gilmore. The convict, moments before his death, was to say "Let's do it". Apparently, Wieden changed "let's" to "just", giving the phrase a stronger tone.
Which version is real? For a long time, Nike was referring to the second story. She did not want to be associated with a serial killer. Years later, Dan Wieden admitted that he was inspired by the famous words of Gilmore. Was it really so? Or maybe the author of the slogan just wanted to warm up the atmosphere? We are unlikely to find out about this. There is only one message - you can look for inspiration for the company's slogan almost everywhere!
Words have power.
We know how to use them effectively.
Where do companies get their inspiration from?
Concise, unique, filled with valuable content and consistent with the vision - this is, in a nutshell, the company's slogan. The best slogans intrigue, arouse curiosity and create unusual images in the minds of recipients, which they later associate only with a given brand. What were well-known companies guided by when creating their passwords?
The first group of slogans are those relating to the tradition or history of the brand. Communicating the unique origin of a brand or events that affect its current value is a great marketing move. Among the examples of slogans with tradition, we can mention:
- Grycan "Ice cream from generations",
- Bytom "The art of tailoring since 1945",
- Tatuum "Inspired by generations".
A slogan can be a promise. He can tell a potential customer what he will experience by buying the brand's products or using its services. The promise slogan includes "You will try. You'll love it. " by Dawton, "We give joy to eat" by Iglotex, "Shopping like a cereal" by the Stokrotka group, or one of the most popular slogans in Poland - "Everyday low prices" of the Biedronka store.
A password can explain what the company does. It is such a short description of the company's activity, an indication of the idea of creating the offered products. Popular examples are: Janex "Straight from nature", Ryłko "We don't make shoes, we create them" and Delecta "Straight from the heart".
Another inspiration to create an effective slogan is to emphasize the character of the brand. Mlekpol describes itself as the "leader of the dairy industry", Soraya claims that each of its products is "My skin's best friend", and Optimus promotes its "World of Optimal Solutions".
The company's slogan can also:
- show what the company knows best, e.g. Calgon "We know everything about washing", Alior Bank "Higher banking culture", Nowy Styl "We KNOW HOW to #MakeYourSpace",
- indicate values and principles, eg Tymbark "Love Life", Apart "For Love to Beauty", Motherhood "Beauty in Simplicity", Bielenda "Think about yourself".
A few words at the end
Company slogans are hackneyed phrases that do not matter much? If they're poorly prepared and don't point to anything important, then they probably are. A slogan cannot be "some." It should perfectly reflect the idea of the company. It must define its value. Real, genuine value that means something to the audience. Then it will fulfill its function.
Do you need a slogan? Not. However, it is undoubtedly worth it. A well-prepared, creative and well-thought-out slogan will be the essence of your brand. Something that will make it unique, one of a kind. Therefore, be sure to consider this option.