How to Create a Slogan

The placement of a brand in commerce and in the memory of the end user is represented by the slogan. 

An slogan or claim is understood to be a brief but impactful text that is capable of representing the product being advertised.

In order for a claim to be successful, it must be crafted in such a way as to capture the user's attention in a positive manner, promote specific actions and promise a realistic result.

Oftentimes, a slogan is associated with a logo or the brand name in an effort to evoke emotions from the target audience and ensure easy and immediate recall.

Let's now see how to create one.

How to create a successful slogan

An slogan needs to be effective by incorporating certain important characteristics and following some principles. A slogan must:

• Start with the logo: a slogan works best only when accompanied by a logo, so ideally they should be created together, in order to have a complete vision of the final project;
• Be simple and representative: a slogan is truly efficient only when it can be immediately understood by the user. It also needs to be memorable. To this end, it should contain few and short words;
• Be honest: the promise within your slogan must be truthful, as through it the company aims to build a trustful relationship with its customers;
• Representing a company's philosophy: showcasing the aspects that make a company unique.

Before using a slogan, we always advise to test its effectiveness, perhaps through a search engine like Google, making sure it isn't already in use by another company, or even testing it within a small circle of acquaintances.

How to make an effective slogan

An effective slogan must be immediate and easy to remember; the text should make an impact within those first few seconds of viewing.

What makes a perfect slogan is its simplicity, and the words must be able to persuade the customer, engage and create trust between the brand and consumer. But beware, if you use words that are too generic, the slogan could fail in its purpose.

Some brands use simple phrases to make their product stand out, like for instance Burger King “Have it your way”, or McDonald's “I'm Lovin' it”.

We could say that a claim can become successful through various measures, such as being:

• Brief: between three and ten words;
• Simple: made up of easy-to-understand words;
• Unique: one-of-a-kind, should not remind you of other claims;
• Genuine: must be able to gain the customer's trust;
• Appealing: offer a unique service;
• Memorable: easily remembered by the end user;
• Immediate: instantly attract attention to the product for which it was designed.

There are some techniques used by various brands that allow the claim to remain as indelibly as possible in the end user's memory.

Some strategies involve alliteration, repetition, and rhyme, making the phrase catchy, memorable, and consequently very easy to remember. 

How to create a slogan for a company

To create a functional slogan, one that is capable of expressing the philosophy of a brand, it is necessary to establish an appropriate strategy, which can be broken down into two phases if desired:

• Analysis phase: identify through market analysis the values to focus on; it is very important to define the unique selling proposition, which is the value proposition of a company, through a series of factors that allow it to differentiate and make it recognizably unique, compared to competitors. It is necessary to work on these elements to create an original slogan, capable of capturing the attention of the target audience and influencing their decisions;
• Creative phase: a slogan must not only express a certain concept but also be able to evoke emotions and sensations in the end user.

How and where to use a slogan

After creating a slogan, it is appropriate to use it in highly visible places where customers can see it, such as:

• Within the company's website;
• Within business cards;
• Above the product packaging;
• On the company's social media profiles.

Leverage your slogan with Framework360

An effective slogan could also be essential for using a landing page in your advertising campaign.

With the Framework360 platform, you can indeed create a perfect landing page, taking advantage of the intuitive operation of the visual builder, and, once created, you can insert the slogan within it and use it in various sections of your advertising campaign.

Try Framework360