When starting your brand, slogans might be the last thing on your mind. But messaging is integral to creating brand recognition for your business.
Slogans are all about association and building retainability in consumers minds. Consider if someone said they need a break, often someone will reply, ‘Have a KitKat.’ A brand shouldn’t entirely rely on visuals, establishing a verbal identity and brand slogan can ensure your brand has memorability.
Brand Positioning
A slogan plays an important role in your brand positioning. Not just by attracting attention, but also differentiating your brand from competitors. With a key message, your brand can own a unique position to consumers – assisting in setting you apart from the rest. For example, Nike’s ‘just do it’ message is short but memorable – and has been around since 1988. Although it doesn’t mention their products or services, it is able to connect to people. The deeper meaning is that consumers can believe that they can be successful too by wearing the Nike products to ‘just do it.’ It holds weight and still relates back to their mission statement to “bring inspiration and innovation to every athlete in the world”.
Brand Recognition
Slogans can do more than simply building positioning around your brand – they can also build your brand recognition. Slogans are all about being short, catchy and memorable. There are numerous slogans that have found their way into Australian language that we still hear day-to-day, like Yellow Pages, “not happy, Jan!” Slogans improve the recall of your brand as words can have a longer-lasting effect. A good slogan will link together all the elements and stages of a brand.
Tips & Tricks:
1. Keep it simple and punchy.
2. Relate it to your business’s mission (even if that’s just in a broad sense).
3. Keep consumers in mind by making them feel something.
4. Make creative marketing to ensure the message gets out there.
5. Consider a slogan that can change and extend over time.