What is the value of a great company slogan? If you ask Allstate, it’s getting seven decades of results from a single six-word phrase.
“You’re in good hands with Allstate.” in the following article, we’ll look at some other examples and discuss the seven tips for creating a great one of your own.
Table of Contents
1. Focus on Uniqueness
Developing a signature company slogan should focus on what sets your company apart from others. Explore the vision of your organization.
That’s what took a shoe focused on high athletic performance to adopt “Just do it.” It’s also what led Wheaties to adopt the line “Breakfast of Champions,” emphasizing a healthier alternative to other breakfast cereals proliferating at the time.
2. Stay Away From Trends
A business slogan should be something that can be handed down from one generation of customers to the next. Nike’s slogan was coined in 1988.
It was an offshoot of a more dubious line, “Let’s do it,” which were the final words of Utah spree killer Gary Gilmore. However, the three lines were co-opted well and fit with the use of the company’s core products.
Over three decades later, only one thing comes to mind when you hear those three words. A big part of this was Nike choosing to keep it simple and timeless.
3. Keep Audience First
Successful business marketing depends on knowing your audience. You’re targeting them, not the masses. Always fashion your slogan on the culture, morals, and beliefs of your ideal customers.
4. Short and Simple
You can build a massive marketing strategy around as few as two small words. That’s what Apple did when they told customers to “Think Different.”
Anyone who uses Apple products know how much the operating systems, programs, design, and functions differ from Windows and other mass-market technologies. It’s a fitting slogan that differentiates the company from all others.
5. Workshop It
Whether you have a slogan or a business jingle you’d like to try out, it works best when you bounce it off as many people as you can. That’s why Hollywood loves test screenings and probably why you don’t want to send that highly sensitive email to the rest of the company until a trusted colleague has read it.
6. Align With Branding
Whatever you do, whether creating a slogan or a catchy jingle, make sure that it aligns with the other branding that you’re doing. If your branding uses vivid colors and is trying to appeal to a more youthful demographic, you wouldn’t want to use outdated language more at home with previous generations or older demographics.
7. Avoid Intrigue
The last thing you want your prospective customers doing with your slogan or jingle is researching it. You want them to know who you are, what you’re about, and how they can support you.
Intrigue has its place, but not with consumer education. Make it easy to connect the dots.
Mastering Your Company Slogan Can Have Long-Lasting Benefits
A memorable company slogan or jingle can do a lot of heavy lifting for your marketing efforts over the years. Just look at the popular brands still getting results from campaigns they launched decades ago for proof!
Now it’s your turn. Try out several slogans and jingles, and present them to people you trust to see which one sticks. For more marketing tips and information, check out some of our additional posts!
