The fact that a phrase can help your company’s marketing and advertising efforts is probably not a problem. However, a slogan is one of those nebulous advertising ideas that can serve various functions. As a business owner, your task is to link your tagline to a well-defined goal. Otherwise, you risk creating a shibboleth: a slogan that says nothing and communicates nothing.
Company slogans and advertising slogans
Good slogans combine company or product promiseswith customer perceptions in a communication process that communicates distinct advantages over your competitors. Commercial slogans are informative in nature. They accentuate and reinforce your company’s brand identity and reputation. These are the customer perceptions of your business that you want to remain indelible in their minds, such as trust, innovation, quality, or dedication to service. Advertising phrases have transformative power.
They associate the consumption of a product with pleasant experiences or feelings for the user, such as satisfaction, excitement or pleasure, as in the iconic slogan of Maxwell House coffee: “Good to the last drop” . Business slogans convey the characteristics you want customers to identify with your business. Advertising slogans show how your product elevates – or “transforms” – people.
Characteristics of a good slogan
In one word, a good tagline conveys most of the value your brand promises to consumers. A good slogan conjures up favorable images of your business or product. A good slogan conveys a sense of urgency. Immediacy does not always imply that the phrase will entice consumers to buy your product immediately. However, it implies that your phrase has an instant cognitive impact. It forces your audience to “stop and think” after exposure, which is an essential first step in remembering your slogan’s promise. A good slogan is memorable and lasting. When the promise of your phrase takes pride of place in the customer’s mind,
Tactical aids to create a catchy slogan
In 1759, the famous English essayist Samuel Johnson complained of advertising clutter in his magazine “The Idler”: “The advertisements are now so numerous that they are much neglected and it is therefore necessary to attract attention by the magnificence of the promises and by an eloquence sometimes sublime, sometimes pathetic”. What would Dr. Johnson say about the advertising clutter at the start of the twenty-first century? Nonetheless, using decluttering methods in your tagline could help you get out of the current ad congestion. Consider using a mnemonic device to help you remember things. Catchy words, rhymes, music, jingles,
Resources for Slogan Development
Small business entrepreneurs must, of necessity, wear many hats. Creating a slogan for your business or promotion is a hat you don’t have to wear unless you want to. Many freelance copywriters and musicians offer low-cost slogans. Local radio and television stations will gladly help you develop your slogan to thank you for your advertising sponsorship.
The importance of advertising slogans
Definition
An advertising slogan is often a short phrase – less than five words – that informs potential consumers of the benefits of buying your product or service or that defines your company’s identity. Most taglines are catchy statements that combine simple, vivid language with techniques such as metaphors, alliteration, or rhyme. In most cases, taglines do not include the name of the company or product, but rather focus on what the company or product accomplishes and how it differs from others in the market. Customers will remember you and your organization when they search for the product or service you provide.
Differentiation
In today’s media-saturated world, customers are bombarded with hundreds of advertising messages; consumer firm Yankelovich estimates that between 3,000 and 5,000 advertisements are delivered to them every day. Consumers are inundated with information about products and services virtually every minute of the day, whether on television, in print, on social media or on blogs. Creating an effective advertising slogan allows businesses to stand out and quickly capture the attention of consumers. While an explanation of your product in paragraph form can provide enough information to potential consumers, a catchy slogan helps to stand out from the crowd and produce a lasting image in the minds of customers.
Brand image
When you create a successful advertising slogan, that is, a memorable slogan that accurately describes what your business is about, it becomes an essential part of your brand. An advertising slogan can say a lot about your business, especially if it contains information about your prices, services, or what customers can expect. In some situations, the tagline says even more, like a technology company’s tagline highlighting its distinctions or a shoe brand’s tagline encouraging consumers to strive for their dreams. These phrases help create a brand identity for the company, attracting customers who want to experience the benefits of that brand. You can also, reference your site on Google with this agency.
Consistency
Businesses that promote their products or services often develop a marketing strategy that incorporates a range of methods, such as print and electronic ads. A powerful advertising slogan ties all aspects of the campaign together, generating brand awareness in the eyes of shoppers. The same phrase can appear not only in advertising, but also on promotional products such as caps and T-shirts, PR materials, and product packaging. All of this contributes to creating brand awareness in the eyes of customers.
