Has it ever happened to you that you heard a slogan and the brand’s name instantly came to your mind? We all have had this experience several times in our life. That’s how impactful it is. A good slogan lives in your memory, rent-free! It is clever, it is catchy, and it is obviously easily memorable.

You may not see the social media post, the TV commercial or the web page often, but the slogan still sticks around. So for writing something this significant, you also need to be extremely careful. If you are planning to experiment with slogan writing, you must know these tips before you start:

A slogan is a sensory tool. It gets registered when you hear it. Similarly, a logo is registered by the eyes. So there needs to be parity between the two. Both logos and slogans are long-term identities of your brand. So we recommend you invest time and make them sync with each other. If you are at the beginning of your brand, we suggest you combine them.

Another reason to make them sync with each other is that sometimes the logo has the slogan within it. This absolutely depends on where the logo is being used, but they complement each other.

2. Simple is the way to go!

Being creative does not mean using XXXL words from the dictionary. People like their words simply. This way, people of all literacy levels can understand the message that you are trying to convey.

‘Less is more is one of the golden rules of copywriting, and adhere to slogan writing as well. Too many words can be confusing, and the message might not reach your user the right way. Remembering a long, complex, wordy slogan is also extremely difficult.

Most of the famous slogans are no longer than 6 words, some even half of them.

3. Keep the words smaller too.

Just as you are mindful of how many words are in your slogan, you also need to be mindful of how many letters are there in your words. On average, we try and keep readability for a 7th to 8th grader. However, for slogans, it needs to be much simpler.

The idea is the same as limiting the number of your words. People from all kinds of literacy levels will understand it. As an example, “Just Do It” Nike’s slogan only has three words. However, all three of these words are extremely small.

These words are also extremely common, so understanding won’t be an issue. Keeping that aside, simpler words are also easier to remember.

4. Make a list of words which align with your brand and domain

Making a list of words you identify better with is crucial. Identify what describes your brand. Think about factors like:

  • What does your company focus on?
  • What are its workings?
  • What does it produce?
  • How is it different from its competitors?
  • What makes it unique?
  • Why should people choose your brand over others?
  • What emotions do customers go through when they get your product or service?
  • What are you and your brand passionate about?

Keep your focus on power words. With these words, you can impact a reader or a customer in the right way. If there is room, incorporate sensory words too. Pull out a dictionary if you need to. Once your list is made, read it over and over again. See which words resonate with you and your brand the most.

Then, use those words, but not too many. The shorter, the better!

5. Use Power and Sensory Words

Power words have a different impact on your brain. They also tend to insinuate a specific emotion when you hear them. Invoking emotions helps your users connect with your brand better.

Here are some examples of power words:

  • Happy
  • Love
  • Freedom
  • Safe
  • Security
  • Warmth
  • Smile etc.

6. Make it interesting enough to say it over and over again.

Your slogan has to be catchy and, at the same time, accessible. If it’s easy enough to say out loud, it’s also easy enough to remember. Catchier words tend to get embedded in your brain faster and are likely to be retained for longer.

7. Do a trial run on your slogan-

Running a trial on your slogan is extremely important. It allows you to check how your slogan is going to turn out to be. It also helps you to understand if the audience is receiving your slogan well.

If you want, you can create multiple options too. Then, you can poll these options to see which slogan is received the best. However, try not to give these people a context on the slogan before they choose. This will keep their opinion unbiased and accurate.

8. Make your slogan timeless.

Your slogan has nothing to do with the current trends. Therefore, it needs to be timeless. As mentioned before, your slogan will remain with your brand for decades; it will also target an audience of all age brackets. So keeping your slogan timeless makes sure that it remains for a while.

Business Slogan writing has to have a tone of professionalism. To make your slogan timeless, you can use and target emotions like trust, faith, bond etc. To make sure your slogan is timeless, you can perform a test on it. If people of all ages like it, then it is highly likely that your slogan is timeless.

If you have the money and are planning on making people hear it, again and again, pairing your business slogan writing with a jingle can be a good idea. Like a catchy slogan, a catchy jingle also lives rent-free in your brain.

If people keep humming your tune jingle mindlessly, know that you have made a mark on them.

10. Safeguard your slogan

Slogans are the intellectual property of your brand. If you can, get a patent or a trademark on your slogan. With this, as your brand grows in popularity, your competitors cannot misuse your slogan. 

Moreover, this can also be a way to make money. In case someone decides to use your slogan once it’s famous, you can also make money out of it.

Conclusion

Business slogan writing is more challenging than it seems. However, if you plan and put effort into your slogan, it will reach your users the right way and will likely stick along. Keep backups and alterations ready. You will also need to invest to ensure that your slogan reaches the masses. So even if you make a really nice slogan and not advertise it properly, then how will it become a memorable slogan? So be prepared to invest in your slogan, so it reaches everybody. If your slogan is playing somewhere, make sure it plays on a look to get engrained in the target audienceโ€™s brain.