Five standards for enterprises to build excellent brand slogans

Enterprise brand slogan is different from product slogan and cannot be as simple as a single product. The brand slogan of an enterprise should be inclusive and extensible, and at the same time, it can guide the business or products of the enterprise to form a unique value commitment of the company.

To this end, we believe that a good corporate brand slogan should have five standards: conciseness, comprehensiveness, simplicity and empathy.

1. Concise: straightforward and simple, catchy, easy to identify and remember.

For example, Song Cheng slogan, Give me one day and pay you back for 1000 years. Simple and easy to remember.

2. From point to face: the slogan is just a point, but the customer base is a face. A good slogan can detonate the cognition of the core appeal with a key point, thus accurately targeting a wide range of customer groups with a point and generating greater coverage.

For example, the slogan of COFCO, "Industrial chain, good products". This slogan follows the strategic positioning of COFCO as a food enterprise with full industrial chain and a city complex with full service chain. Based on the control of the whole industrial chain, the concept of "nature" runs through the products and highlights the brand proposition of "the source of nature shapes quality life". Finally, under the background of the concept of industrial chain, COFCO organically organized industrial chains such as wheat, corn, oilseed, rice, barley, sugar, tomato and meat. , realizing the smooth development of the whole chain of grain, oil and food from planting to food marketing, driving the whole business with a little bit, and enhancing the extensibility of brand value.

3. Simple explanation: "In-depth" emphasizes a deep grasp of customers, and it is necessary to know who my customers are and their needs and preferences. "Simplicity" emphasizes that you must use a language that customers can understand, not just the language of the enterprise.

For example, when we created the brand slogan for Bordeaux town in the western region, we proposed "Drunk Bordeaux in the Western Region" for the local core advantage wine. There are many extended explanations for this drunkenness.

4. Throw a brick to attract jade: the advertising language throws a sentence or two composed of several words, but it should lead to core values or brand demands.

In any case, a good brand slogan should have good extensibility and make people have good connections. For example, CCB's slogan "Those who are good at construction will do it, and those who are good at construction will build CCB" highlights the key words of CCB-kindness, construction and doing. Those who show kindness, builders, and do it. It expresses the beautiful implication that we should be "good at doing things" and "be kind to others". On this "good" road, CCB should be brave as a builder, "prosper" on the road of "good construction" and be a "good CCB" recognized by the public. This will better complete the value output and make the target audience feel this value personally.

Therefore, once again, we can see that the value of slogans lies not in "bricks", that is, exquisite vocabulary, but in "jade", that is, interests and values.

5. Empathy: A good advertising language should be able to stimulate the voice of consumers. If there is a voice, there must be action.

For example, the slogan of China Mobile M-Zone, "My site is my master", captures the young people's ego and rebellious psychology. This slogan with strong impact is firmly remembered by countless young consumers at once, which not only makes the main consumer groups-middle school students, college students, young wage earners and so on. Tesco's M-Zone card and recharge service, with the help of Jay Chou's advertising performance and a commercial song "My Site", spread the brand's concept of "young, stubborn and domineering" all over the country, deeply affecting the hearts of young people.

Finally, it should be emphasized that after following the above rules to create advertisements that are suitable for enterprises and beneficial to customers, enterprises must also adhere to an equally important task-repeated communication.

Repetition is the mother of memory, and a good slogan will be submerged in the ocean of information if it is not inserted with the wings of repetition. In order to make the slogan effective, enterprises must concentrate on marketing resources and deliver the main information that can stimulate people to visit the target tourism market. Only by concentrating marketing resources and transmitting those simple and exciting messages to the outside world-and transmitting these messages over and over again, can we maximize the chances of success.