How To Create a Great Brand Slogan

11 May

Yesterday, Boris Johnson launched the second phase of messaging for lockdown. The new campaign slogan stood in stark contrast to its predecessor, going from a simple call to action - “stay home” - to a mind boggling message of “stay alert”. What was once a clear directive with a clear consequence of protecting the NHS and saving lives has now become increasingly ambiguous. The new slogan is “stay alert, control the virus, save lives” - an ambiguous message that begs the question, what does staying alert actually mean? It’s created confusion, mixed messages and anger across the country. But what is it that makes a good slogan?

It needs no explanation

A good slogan doesn’t need to be elaborated on. It either defines your brand by standing alone as a quirky message that’s uniquely yours (for example, Skittles - Taste The Rainbow, which was accompanied by a multi media advertising campaign) or is so clear in what it’s communicating that no questions need to be asked (Nike’s - Just Do It is a great example of this).

It’s centred on the benefits/outcomes/positives of the brand

It’s marketing 101 that your USP (unique selling point) needs to be clearly identified before you start on any public-facing communications. It can focus on the visual identity of a product, a perk of a service you offer or the feeling it creates - whatever it is, it needs to feel positive, entertain, engage and evoke emotion in the audience you’re speaking to. Getting this right will give a customer a clear reason why they should pick your brand or business over others.

John Lewis’ “never knowingly undersold” is also a strong example. It promotes trust within the brand that the customer isn’t being ripped off and gives reason to be buying from them.

Focus on your target audience

Knowing who’s attention you’re trying to attract with your slogan should be your biggest focus when creating it. Without knowing, in depth, who you’re speaking to, your slogan will fall on deaf ears. L’Oreal’s “because you’re worth it” is a great example of this. It’s a clear campaign that speaks to women who deserve to be made to feel special and valued. They partner their campaigns with iconic women - the kind of women, other women aspire to look like to bring this to life and it speaks. Loudly.

Make it timeless

A slogan that only works for a specific campaign or timeframe is going to fall flat. A good slogan should work as well in ten years time as it does right now. Referring to technology , specific events or identifying yourself with “the only” within your slogan, will be risky.

It’s memorable

The epitome of a great slogan is one that everyone remembers from the onset. To do this, the slogan obviously has to sit alongside a tight communications campaign but ultimately, if the slogan is strong enough, it’ll be the most impactful piece of real estate that your brand could have. Test run it amongst a focus group or trusted group of friends/family before launching it. Gauge their reactions. Ask them a week later to talk about the campaign you’ve shared with them and see what they remember the most.