BMW gave us The Ultimate Driving Machine. Bounty is the Quicker Picker-upper. Meanwhile, companies like McDonald’s have had innumerable slogans, from I’m Lovin’ It to Put a Smile on. These slogans are memorable because they tell the value proposition of the brand, underscore the company’s mission and speaks these things clearly. If your slogan doesn’t accomplish the preceding then your slogan is terrible.
Tells the Value Proposition of the Brand
More easily said, why would someone buy your product/service over the competition’s? What do you offer that is different? Say the business is an ice cream shoppe that specializes in unique flavors with a very creamy recipe. Their slogan could be The Special Frozen Treat. It’s clear, simple and tells you why them and not Baskin-Robbins – they’re special. It also says why them over a cake shop – it’s frozen. Once this criteria has been satisfied, you’re ready to move on to step two, capturing the mission.
Captures the Company’s Mission
If we stick with the ice cream shoppe example. the company’s mission is uniquely tasty ice cream that is especially soft and creamy. The value prop isn’t price, fun, ease of finding a store or anything else like that. So, it’s safe to assume that the ice cream is high end and a little more pricey than it’s rivals. The word “Special” connotes and heir of class. Also it works with the uniqueness of the flavors. The creaminess of the ice cream is a “Treat” because the average customer will not have had ice cream of this softness and caliber. If this company wants to say their mission is offering the highest quality unique ice cream, then this slogan works to promote that mission.
Marketers and brands should be sure to use language that people understand. No matter how nice the ice cream is, the brand should appeal to the bulk of potential consumers with their slogan. Plus, clarity is better than trying to be flashy and clever. Clever is a slogan that makes so much sense you can’t imagine it any other way. If pizzaz and flash works while still capturing the other elements, like Bounty’s The Quicker Picker-upper then fine, but don’t try to be cute for cuteness’ sake. No one likes the person/company/brand that tries too hard. Be natural, speak with the voice of the brand and be direct.
Be bold and unafraid to make the change for the long term enhancement of your business. As previously pointed out, some of the best and biggest brands in the world switch up slogans with every major campaign change. Take a look at your slogan and truly scrutinize whether it accomplishes these three objectives. If it does not, then well, you know…