How to Create an Effective Business Slogan
Marketing is a game of perceptions (using ones sense) so forget reality and forget product superiority. The perception is the reality. Start with the mind of the prospect and figure out a way to deal with those perceptions, (senses) even if those perceptions (senses) are negative. (Remember! People buy on emotion)
One of the biggest mistakes a marketer can make is to try to appealing to everybody. If you appeal to everybody, you appeal to no-one.
A new business owner may not consider developing a slogan or tagline as top priority. But if there’s a lot of competition in your market, a good slogan could be the thing that separates you from the competition.
As a matter of fact, they’re rarely called “slogans” anymore. They’re usually called “taglines” to indicate their diminished importance.
“Your slogan is shorthand for what you do,” explained Tom Fauls, Associate Professor of Advertising at Boston University’s College of Communication.
When creating a slogan focus on the side of relevance rather than cleverness.
Your slogan should express to people why they should care about your business. While memorable and clever slogans are good, they are not effective if they are not relevant to what you do.
And, while you might think that your slogan needs to be short, many of the most memorable slogans have been quite lengthy.
Here are some memorable and effective slogans, both long and short, that you’ve probably heard:
Breakfast of champions
When you care enough to send the very best
When it absolutely, positively has to be there overnight
It takes a licking and keeps on ticking
Melts in your mouth, not in your hands
Let your fingers do the walking
Plop, plop, fizz. fizz
Have it your way
The trick to creating an effective slogan is pinpointing what makes your business special.
Even when you come up with a slogan that you think is Great! You have to make sure no one else is using it. A quick check on Google search engine should give you an idea.
Once you create a slogan you like, that hasn’t already been used, you should copyright your idea in your state and on federal level.
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