How to create a good Slogan?

Brand Slogan is a creative slogan that shows the importance of the brand and product value. A good brand Slogan can suggest the best consumption plan to consumers at the right time.

So how to create a high-quality Slogan? What kind of slogan can make people shine?

▲The old lady at the orange stall is comparable to the slogan copywriter of the 4A advertising company

In this answer, I summarize the definition, function, and creation method of the brand slogan. The creation method includes 4 types of creation , 6 creative principles, and 4 creative strategies, applicable to all walks of life. Hope it brings you a little help. one. What is the brand slogan?

Slogan translates as slogan or advertising slogan. Brand Slogan is the slogan or slogan of a corporate brand, usually a short sentence. Its function is to express the characteristics and advantages of a company or product in the shortest text, giving people condensed advertising information. It is a specific business term that is used repeatedly over a long period of time. two. What are the functions of a good brand slogan?

1. Be able to explain what the company does

Nongfu Spring’s slogan “We don’t produce water, we are just porters of nature” is not limited to the product itself. People remember Nongfu Spring mineral water, and it also makes people feel that the company is doing something valuable.

2. Able to convey the brand’s philosophy

A good brand slogan can give the brand character and convey the brand’s values ??and concepts.

For example, the well-known Nike Slogan "Justdoit!" is very simple and powerful.

Haier’s Slogan is “sincere forever”, conveying the brand’s value concept of “sincerity”.

3. Can enhance the value of the brand

The advertising slogan created by JWT Chicago for Tbilisi, the world's largest diamantaire, is "A diamond is forever, a diamond lasts forever." This slogan is extremely contagious, sublimating the value of a diamond to eternal love, and its profound meaning transcends its own value.

"Think Different", in 1997, after Apple launched this Slogan, it immediately felt the huge sales boost and huge stock growth brought by this Slogan. Its appearance also brings the brand's "innovation consciousness" to consumers. They later introduced color computers and many revolutionary designs.

4. Can represent the professionalism of the brand

A good Slogan is exclusive to the brand and unique. Highlighting the company's professionalism in the Slogan is to highlight the company's strength. Wong Lao Kat’s slogan “Drink Wong Lao Kat for fear of getting angry” tells everyone very confidently, “Wang Lao Kat is a leader in the herbal tea industry and has its own unique professional characteristics among many beverages.”

Country Garden “Give you a A five-star home." Likewise, show that you are unique and professional in your industry.

5. Can better connect with consumers

Consumers will not buy a lofty slogan. A good Slogan can connect the corporate brand and consumers, making people feel warm and cared about. For example, Baidu Cloud "The days on the cloud are shared by you and me."

Xiaomi "allows everyone to enjoy the fun of technology" 3. How to create a good brand Slogan 4 types of creation

1. Image building type

This image can be corporate image, product image, brand image, service image, the purpose is to establish An image that the target consumers trust and appreciate.

2. Advantage display type

Generally, it displays the advantages of the company's products or services, using the most convenient way to let consumers understand the key features and advantages of the product, and compete with other brands. Compare and make choices and judgments.

Quicker and more economical.

——Jingdong

3. Call-to-action

This type of advertising slogan generally adopts a direct method, by promoting encouraging imperative sentences to incite consumers' desires and promote consumers' desire. Take action to buy.

Desire, now. ——PepsiCo

4. Emotional arousal type

Emotional arousal refers to calling and talking to the audience with the help of emotional factors in the audience's mind, so as to arouse consumers' enthusiasm and generate excitement. Emotional consumption.

Self-discipline gives me freedom - keep 6 creative principles

1. Short and easy to remember, spoken style

2. Highlighting features and full of personality

3. Clarify interests and stimulate interest

4. Emotionally friendly and touching

5. Strong appeal and prompt action

6. Adapt to the media and use 4 creative strategies for a long time

1. Refined and accurate

Brand Slogan is to convey the core concept of the brand or product to consumers and is a condensed conceptual information, so You must be precise in your language expression. The so-called precision is to find out the focus of the slogan, that is, the unique selling point of the product and the unique pursuit of the product by consumers.

In the 1940s, the famous advertising man R. Reis received M&M chocolate bean products and found that this chocolate was the first chocolate wrapped in sugar coating at that time, so , the slogan "Only dissolves in the mouth, not in the hands" blurted out.

This slogan, which was created in only 10 minutes, is extracted from the product. These 8 words make the unique selling point of the product jump out at once, which is very specific and useful. It is not only different from similar products, but also related to the interests of consumers - it is not sticky to the hands. The implication is that other chocolates are always "sticky" in the hand.

2. Distinctive characteristics

Distinctive characteristics mean that your slogan must stand out in the ocean of information and must be differentiated and personalized. Psychology points out that people take common and similar things for granted, but feel deeply and react strongly to all new things that are rare, strange, abnormal, outstanding, in short.

Consumers usually receive advertising information inadvertently. If your slogan cannot be different, consumers will naturally turn a blind eye to it. If a slogan wants to stand out in the information category, it must have a certain personality.

3. Vivid and beautiful

The slogan of a corporate brand must bring consumers beautiful enjoyment in order to deeply impress consumers. American marketing guru Emma Heila said it well: "Don't sell steak, sell sizzling sound." Facts have proved that whether it is a written advertisement or an audio advertisement, the vividness and image of the language will leave a deep impression on consumers. impression, which is conducive to establishing product image, disseminating product information, and promoting product sales.

The classic Slogan is always a combination of rich connotation and beautiful sentences. For example, Maxwell Coffee is "rich and fragrant every drop of it, and the meaning is not exhausted." These eight simple words express the characteristics of the brand coffee and the artistic conception of people when they taste the coffee.

4. Concise and clear

The slogan is to make consumers quickly remember the corporate brand or product, and concise language is the easiest for people to remember and is also easier to spread. A long slogan contains many appeal points and involves many memory factors. At the same time, it exploits the unique interest appeal of the product or brand.

Therefore, the Slogan should enable consumers to quickly capture and remember it in the dense information. The language should be concise and clear, not confusing and cumbersome. It should be easy to read and easy to remember. short sentences.

Summary: A high-quality brand slogan, even though it is just a short sentence, requires profound insight.

To create a good slogan, you need to know what the brand's slogan is, think clearly about what purpose you want to achieve through this slogan, and then follow the above 4 creative types, 6 creative principles, and 4 creative strategies, according to your company Create based on the actual situation of the brand.

Hope it can bring you some inspiration?