You may be familiar with the famous McDonald's slogan “I'm lovin' it”, or Nike “Just Do It.” Slogans are short and catchy phrases that are very popular in advertisements. Slogans are one of the effective ways to draw attention to the brand and their products. That's why slogans have been used in marketing for a long time. The purpose of a good slogan is to show customers the benefits of an organization. Slogans should highlight the brand image and be memorable. A meaningful sentence affects a customer more than just the brand name. This is because a good slogan not only gives the customer a commitment, but also tells them what the brand stands for.
good slogans combine organizational or product promises with consumer perception
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Good slogans combine organizational or product promises with consumer perception in a communication process that provides unique advantages compared to your competition. However, there are various slogans, such as business slogans and advertising slogans. Business slogans are informative. They emphasize and strengthen your organization's brand identity and reputation. These are perceptions about your organization that you want to be indelibly engraved in consumers' minds. Like trust, innovation, quality, or commitment to service.
Advertising slogans are transformational. They link product use to rewarding user experiences or feelings such as pleasure or excitement. Business slogans communicate qualities that you want consumers to associate with your organization. Advertising slogans communicate how your product “transforms” its users.
A good slogan summarizes the essence of your organization's advantage in one short sentence. A positive slogan also conjures up images about your organization. A good slogan has the element of directness. Directness doesn't necessarily mean that the slogan will inspire consumers to run right out and buy your product/service. However, it does mean that your tagline has an immediate cognitive impact. It forces your audience to remember your slogan promise as a necessary first step. A good slogan is memorable and sustainable. When your slogan takes up the most important real estate in the consumer's subconscious, it helps you remember and activates your organization's preference.
why are slogans an important part of branding?
The shorter, the better. Slogans are usually based on 2 to 5 words that are easy to remember. The longer your tagline is, the harder it is to remember. The message they leave behind and what image they paint in our head when someone reads, hears, or just “sees” a slogan is crucial. Since the brand name can't specify the essence of your organization, you need to create something memorable that represents your organization.
A slogan isn't just something advertisers make, they're playing a game of strategy. In the long run, good slogans play with the customer's mind, making them feel that your product/service is trustworthy. So organizations will keep experimenting until they have a perfect slogan.
McDonald's is the best example, they kept changing their slogans until 2003, when they found their perfect slogan “I'm lovin' it”. According to the organization, this was the ideal representation of their brand because they want every customer to feel the same after eating McDonald's. The slogans make McDonald's consumers feel good.
the effect of slogans in marketing
When you formulate a powerful slogan, it provides a precise picture of what your organization is about and the motto becomes an essential part of your organization.
positioning and recognition
A unique logo, catchy slogan, and brand name are the three most important components of your brand image. So having a catchy and memorable tagline would definitely help create your brand recognition in the industry. Based on the tone and language of the slogan, your brand will be positioned in the right industry.
strengthening customer relationships
In addition, slogans can also act as a bridge between the customer and the organization to build and strengthen the relationship, because it gives meaning to the name, it can create feelings and attract people to them.
Slogans are seen as an extension of your organization. It gives a certain image to the customer of your organization. When a customer recognizes your organization, in this case based on the slogan, the customer develops a positive attitude towards your organization. This is because recognition creates a positive feeling on the part of the customer.
stand out
By having a strong slogan, you stand out from the rest. It creates a unique identity that stays with people. For example, “I'm lovin it” almost everyone associates with McDonalds.
increase interest
A slogan aims to tell a lot about the organization, such as what you do, what the qualities are and how your target group can benefit from them. In short, it's how people look at your organization. So having a tagline is an effective way to make your product/service attractive in the industry.
