Slogan - What is it? How to do it? Examples and more

Slogan

A word or phrase that provides a distinctive and compelling message about a brand.

What is a slogan?

A slogan is a word or phrase that provides a distinctive and attractive message about a brand, directed at a target audience and establishing a specific value proposition. This must be short, easy to remember, original, and impressive since it will be used in advertising and propaganda as an identifying phrase.

A slogan must summarize the positioning of a brand or a company, and must appear in all communication actions of the organization. Slogan phrases are often used in conjunction with company logos, purporting to be an effective means of drawing attention to one or more aspects of the brand.

Regarding the origin of the word slogan, the term does not come from English, as is commonly thought, but from Gaelic ( sluagh – ghairm ) and refers to the war cry of the Scottish clans. Slaugh means army and ghairm correspond to shout, so the word slogan was originally a war cry used to bring together the members of a clan. That is to say that it served as an element of recognition of the group.

Over time, it began to be used in commercial language, and today it has become an essential element in advertising. In a figurative sense, the use of the slogan for advertising purposes corresponds to a war between companies, which disputes the consumer's preference for their products or services. The slogan is widely used in advertisements on television, on the Internet, on billboards, and in other media.

How to make a slogan?

In order to make a good slogan, it is necessary to take into consideration the main characteristics that it must have. Preferably, a slogan should be short, concise, and original, so that it exerts a degree of attraction on the recipient. In addition, it is intended to be easy to remember.

Certainly, not all slogans are short and not all advertisements are remembered for their slogan alone; however, advertising companies continually strive to create original formulas.

Listed and summarized below are the features that should be taken into account when preparing a slogan properly:

• Easy comprehension: for a slogan to stick in the memory it has to be understandable, regardless of the medium in which it is broadcast or reproduced (radio, television, posters, digital media, written press, etc.) To facilitate the understanding of a slogan the brand, the product, and the value of its use must be specified.
• Brevity: this is one of the characteristics usually most pointed out. A slogan will be better evoked the fewer the number of words that compose it.
• Concision: To achieve the greatest effectiveness of a slogan, all irrelevant terms should be avoided. The fact that this type of expression is brief does not necessarily imply that it is formulated with precise words.
• Capacity of attraction: it must be able to impact the consumer and position itself in their mind for a long time, focusing on what makes the brand different.
• Uniqueness: The word, phrase, or sentences in the tagline must be unique to the brand, original, and clever.
• Convey Positive Feelings – The tagline should create a positive connection between the consumer and the brand.
• Be distinctive: the essential quality of what you want to offer must be summarized.
• Rhythm and rhyme: Along with a phrase that is familiar to the audience, the slogan should have rhythm and rhyme to help it stick in people's memories.

slogan examples

There are countless examples of brand slogans that offer goods and services. The most common and well-known are listed below.

• Fast food:
  • McDonald's: I'm lovin' it.
  • Subway:  Eat fresh.
• Carbonated drinks:
  • Pepsi Cola:  That's What I Like(It's what I want).
  • Coca-Cola: Open happiness(Uncover happiness).
• Chocolate:
  • M&M^'s: It melts in your mouth, not in your hands.
  • Kitkat: Have a break…have a Kitkat(Take a break, have a Kitkat).
• Sports brands:
  • Adidas: Impossible is nothing (Nothing is impossible).
  • Nike: Just do it.
• Credit cards:
  • MasterCard: There are some things money can't buy. For everything else, there's MasterCard.
  • American Express: Don't live life without it.
• Beers:
  • Heineken: Think in Green.
  • Budweiser: The King of beers.
• Cellphones:
  • Motorola: Hello, Moto!
  • Nokia: Connecting people.
• Digital media:
  • LinkedIn:  Connect with people for no reason at all.
  • Skype:  The whole world can talk for free.

 

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