You may know the famous slogan of McDonald's "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. This is why slogans have been used in marketing for a very long time. The purpose of a good slogan is to alert the customer to the benefits of an organization. Slogans should emphasize the brand image and be memorable. A phrase with meaning touches 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 perceptions
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Good slogans combine organizational or product promises with consumer perceptions in a communication process that provides unique advantages over your competition. However, there are different slogans, such as business slogans and advertising slogans. Business slogans are informative in nature. They emphasize and reinforce your organization's brand identity and reputation. These are perceptions about your organization that you want to be indelibly etched in the minds of consumers. Such as trust, innovation, quality or commitment to service.
Advertising slogans are transformational in nature. They link product use to rewarding user experiences or feelings such as pleasure or excitement. Business slogans communicate qualities you want consumers to associate with your organization. Advertising slogans communicate how your product "transforms" its users.
A good slogan summarizes in one short sentence the essence of your organization's benefit. Also, a positive slogan evokes images about your organization. A good slogan has the element of directness. Directness does not necessarily mean that the slogan will inspire consumers to run right out and buy your product/service. However, it does mean that your slogan 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 lasting. When your slogan occupies prime real estate in the consumer's subconscious, it helps with recall and activates preference for your organization.
why are slogans an important part of branding?
The shorter, the better. Slogans are usually based on 2 to 5 easy-to-remember words. The longer your slogan is, the harder it is to remember. The message they leave and what image they paint in our minds when someone reads, hears or just "sees" a slogan is crucial. Since the brand name cannot specify the essence of your organization, you must create something memorable that represents your organization.
A slogan is not just something advertisers create; they play a strategic game. In the long run, good slogans play with the customer's mind, making them feel that your product/service is reliable. So organizations keep experimenting until they have a perfect slogan.
McDonald's is the best example, they kept changing their slogans until 2003. Then they found their perfect slogan "I'm lovin' it." This, according to the organization, was the ideal representation of their brand because they want every customer to feel the same after consuming McDonald's. The slogans make McDonald's consumers feel good.
the effect of slogans in marketing
When you formulate a powerful slogan, it gives 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, a catchy slogan and the brand name are the three most important components of your brand image. So having a catchy and memorable slogan would definitely help in creating 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 relationships with customers
In addition, slogans can also work 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 it.
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 toward your organization. This is because recognition generates a positive feeling in the customer.
stand out
Having a strong slogan makes you stand out among the rest. It creates a unique identity that sticks 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 its qualities are and how it can benefit your target audience. In short, it is the way people look at your organization. So having a slogan is an effective way to make your product/service attractive in the industry.
