What do “Just do it,” “I’m lovin’ it,” and “The quicker picker upper” have in common with The Joker movie? They’re recognizable by almost everyone in North America. Why: because they are timeless, easy to remember, and evoke emotion from the audience. Even if you’ve never had a burger at McDonald’s, or watched The Joker in theatres, you can associate “I’m lovin’ it” with those infamous golden arches, and that creepy, red-cheeked smile with Joaquin Phoenix’s bizarre character.
From the SEO experts at Axagen, here are a few tips on crafting a slogan that will make your brand as memorable as The Joker movie:
What is a slogan?
Let’s take it back to basics for a minute. A slogan is a phrase or series of words that accompanies a company logo or brand. The purpose of a slogan is to represent what’s at the heart of a company, in as few words as possible.
Here are 5 tips for crafting a successful slogan:
- Work With the Logo
Generally, a slogan is paired with a pre-existing company logo. Before the brainstorming session begins, it’s best to analyze your logo, and determine any limitations it might have on a slogan. Consider the logo’s size, shape, and colour, and, when paired with a slogan, what both might look like on the web, and printed on other marketing materials.
- Make it Memorable
If people can’t remember your slogan after seeing it once; it’s not memorable enough. One simple trick: keep it short. Anheuser-Busch gives us a perfect example of what not to do in their slogan for O’Doul’s non-alcoholic malt beer: “What beer drinkers drink when they’re not drinking beer.” The slogan doesn’t make sense, and therefore is not memorable. It also uses the work “drink” three times, and “beer” twice. Keep it short, sweet, and simple.
- Deliver What the Slogan Promises
When marketing a small or medium sized business, honesty is essential. A slogan represents the values of a company, and should evoke a positive feeling from customers. The bottom line is this: do not promote a product or service you cannot deliver. Imagine if McDonald’s used “I’m lovin’ it” but sold horrible, undercooked burgers. Yuck.
- Make it Timeless
Telecommunications company Verizon Wireless used the slogan; “Can you hear me now?” to sell mobile phones. As phone companies evolved, and fuzzy, static phone calls became a thing of the past, this slogan became obsolete. A good slogan will withstand the test of time. Avoid using words like “the only,” “the best,” or any messages relating to current events. Ask yourself the question: will this slogan mean the same thing in 50 years?
- Ask the Audience
If, at the end of the day, you just can’t pick the right slogan, hand the reins over to your audience. After brainstorming with the creative team and coming up with the top 3-5 slogans, let the audience choose which on they like best in a poll. Post the contest on social media – it’ll allow customers to contribute to your brand and help build community around the business.
A good slogan will stick around long after the launch of a company – if done right. If you want your company to gain popularity fast, just like The Joker is doing in theatres across the world, get in touch with the SEO experts at Axagen. Contact us today!