Small Business Marketing 7 Tips to Creating a Memorable Slogan

Published on November 10th, 2015 | by Contributing Author

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7 Tips to Creating a Memorable Slogan

What makes a slogan memorable? If you’re creating a new slogan for your business or product, you want something that represents your brand and is easy to remember. According to The Washington Post, the top four most recalled slogans are:

  • Just do it! (Nike)
  • I’m lovin’ it (McDonald’s)
  • Have it your way (Burger King)
  • Melts in your mouth, not in your hand (M&Ms)

Newly Added Examples (November 2015):  Although these four slogans are likely always at the tip of your tongue, remember there are other classics and modern taglines across a variety of sectors and brand types that you definitely know when you see them:

  • Because You’re Worth It (L ‘Oreal)
  • What’s In Your Wallet (Capital One)
  • Like A Good Neighbor, State Farm is There (State Farm Insurance)
  • Get The London Look (Rimmel Cosmetics)
  • Strong enough for a man, but made for a woman (Secret Deoderant)
  • Virginia is for Lovers (Virginia Tourism)
  • They’rrrre GR-R-REAT! (Kellogg’s Frosted Flakes)
  • Double Your Pleasure, Double Your Fun (Doublemint Gum)
  • Redbull Gives You Wings (Redbull)
  • Mmm mmm good! (Campbell’s)
  • Get In the Zone (AutoZone)
  • Come Hungry. Leave Happy. (IHOP)

To help you create a memorable slogan for your business, here are seven tips to get your creative juices flowing:

1. Keep it short and simple

If Las Vegas had tried to use “Whatever you do while you’re in Las Vegas, Stays in Las Vegas” instead of “What Happens Here, Stays Here” it might never have caught on as one of the most popular slogans of all time. Keep your slogan under 9 or 10 words.

2. Be consistent

Consistent branding is key whether you’re a small business or a household name. Make sure your slogan complements your existing logo, company name and projected image. For example, with Pro Carpet Care’s slogan, “Your Greener Cleaner” they streamline their earth-friendly branding with a leaf logo. The color green is used in their website design and marketing materials.

3. Focus on what makes you different

Figure out what your unique selling proposition is and use it. Is your delivery business done with a fleet of electric cars? Does your dental practice cater to those with high anxiety? Crossoak Family Dentistry uses the slogan “We cater to cowards” with a big chicken on its website. Incorporate what makes you special into your slogan if possible.

4. Make it timeless

Verizon had a good run with, “Can you hear me now?” but it was only a matter of time before technology made all cell phone calls clear. You have to change with the times, but when you’re working on a slogan you want to think of its longevity. References to technology or phrases like “the only” are risky. Choose wording that can stand the test of time.

5. Ensure it can stand-alone

Lumberjack’s Restaurant’s “Where the BIG BOYS eat!” tell you about the target persona that you can probably figure out the business with no other hints. You want a slogan that tells your audience what your business is without any additional information.

6. Consider your target market

You’ll also need to consider if your customers are local, national or international. While some locals get Philadelphia’s new slogan, “PHL: Here for the Making,” it may have left tourists scratching their heads. The phased-out Wendy’s slogan, “It’s better here” sounds better suited to a “shop local” campaign than a national fast food chain. Make sure your slogan is clear to your target market.

If you sell to other countries, keep in mind that translating your slogan to another language can significantly change the meaning. When KFC launched in China, their “finger lickin’ good” slogan translated to the unfortunately less appetizing, “eat your fingers off.”

7. Get input

Being creative is a tough job, but there are ways to avoid going it alone. Use Facebook’s poll feature to get opinions from your followers. Use Twitter to host a slogan contest with a designated hashtag to track entries. Or consider some free tagline generators, like Sloganizer.net, Procato.com or SloganGenerator.co, to get your brain warmed up.

If you want to leverage expert designers, get a free consultation from the creative team at Deluxe.

Wendy Burt-Thomas is a full-time freelance writer with four books and thousands of published articles to her credit. Contact Wendy at WendyBurt@aol.com.

Editor’s Note: This post was originally published on April 22, 2015 and has been updated to include additional enhancements and examples.

© 2015, Contributing Author. All rights reserved.

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4 Responses to 7 Tips to Creating a Memorable Slogan

  1. Luke Smith says:

    I really like your advice to keep a slogan to less than 9 or 10 words. In addition to making it easier to remember, I bet that would force you to pack more meaning into each of those words as well. This would probably apply to creating a slogan for a cause, like anti-drug movements, as well as for a business.

    http://www.bestslogans.com/tag/anti-drug-slogans/

  2. Dereck says:

    Santa Claus is real

  3. Linzi Breckenridge Linzi Breckenridge says:

    Great point, Alex! Couldn’t agree more. Thanks for bringing this up.

  4. Alexander says:

    Hi Really great post I totally agree keeping your brand name short and simple is certainly the way to go. I think that when creating a brand it’s really important that you look which domain names are available.

    On many occasions I’ve seen some really great brand names been developed but the domain name is already taken by someone else. What happens then is that the startup goes for a domain which is often longer and more difficult to remember. That’s why I’d say the best advice is to check first before committing. We did a post on this a while ago at PS Website Design.

    I’ll look forward to reading more of your posts in the future.

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