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Five Strategies For Creating A Powerful Company Slogan

A Powerful Company Slogan

While only a few words, slogans are powerful marketing tools that can have a dramatic impact on brand recognition and authority. A company slogan is often the first thing that draws a potential customer in, and what helps establish your company’s personality and trustworthiness from the get-go.

Short, sweet, and recognizable slogans – like “Just Do It” or “Got Milk?” – may sound casual and off-the-cuff. However, a lot of thought and intention went into their creation. Marketers are tasked with summing up the essence of their entire brand in a short, memorable statement. Doing a lot with a little can be a daunting task.

While generating a powerful company slogan is no easy feat, there are some strategies that can help you with the process. Below, we’ll go over five key strategies to help you come up with a winning tagline that will ensure your branding is rock solid. 

Keep It Short & Simple

The most memorable company slogans tend to be short. Some even use as little as three words, like McDonald’s “I’m Lovin’ It” or General Electric’s “Imagination At Work.” Even slogans that run on the longer side are still very brief. Both Meow Mix’s “It’s So Good, Cas Ask For It By Name” and M&M’s “Melts In Your Mouth, Not In Your Hands” are under 10 words.

Most marketing copywriters will tell you writing 12 words is usually more challenging than writing 1,200. Why? Brevity is difficult – how do you sum your brand in under 10 words? While this might sound nearly impossible, keep in mind that a slogan does not have to tell a customer everything.

You do not have to get into the nitty gritty of what your company does, how it does it, and why. What you are giving the customer is a small taste of your personality and a brief preview of what you are selling. It can help to ask yourself, “What is the biggest benefit of this company?” or “What positive feelings are associated with our product or service?” 

WalMart’s slogan is an excellent example. What is WalMart known best for providing? Day-to-day products at a reduced price. Their slogan – “Save Money. Live Better.” – conveys this without going into unnecessary detail. A lesser company might have chosen something like, “Essential Products Sold At An Unbeatable Price.” While this might be a fine tagline for an advertising campaign, it’s a little long and a little clunky for a slogan. WalMart’s less-is-more approach has resulted in one of the most memorable slogans on the modern market.

Focus On Your Audience – Not Your Company

What does your company offer consumers? This is the central question a tagline answers. When writing a slogan, it is easy to get sidetracked by thinking about all the wonderful things your company does. The products and services you provide are of course important, but the best slogans convey your company’s value on a deeper level. 

Ask yourself, “If I could sum up what people want from my industry in one sentence, what would I say?” That sentence can serve as a jumping off point to generate some powerful slogans.

A hair salon might be able to boast of high-end products and experienced stylists, and these are definitely points worth mentioning on your website. Your slogan, however, should place more emphasis on the broader appeal of salons in general. When you book a hair appointment, what do you really want? To feel good about yourself by revamping your style right? Ulta Beauty sums this up with the catchy motto, “The Possibilities Are Beautiful.”

Another excellent example is AllState. Customers want the tangible benefits of insurance, of course, like financial protection in the event of an accident. However, a great deal of trust goes into working with an insurance company, and consumers seek out providers who will be their advocates. The saying “You’re In Good Hands With AllState” is reassuring, and immediately establishes trust.

Pick A Company Slogan With Staying Power

As slogans are so heavily associated with a brand, changing your slogan is always a risky move. It is not impossible to adjust a slogan, and many brands have done so successfully, but it’s best to avoid the problem if you can. Therefore, you should select a slogan with staying power. A slogan that was once relevant, fun, and clever can become obsolete over the years as our world changes.  

This can be through no fault of your own. A recent example is KFC, who for decades used the slogan “Finger Lickin’ Good.” However, after the 2020 COVID-19 pandemic, they suspended use of the slogan due to increased concerns regarding public hygiene. These were not circumstances most people could have foreseen.

However, sometimes a company can be shortsighted when it comes to writing a slogan, usually by failing to predict technology will inevitably evolve. Verizon’s “Can You Hear Me Now? Good” was an excellent slogan for years, but was risky in that it referenced specific technology. In modern times, phone calls are only one of many tasks people do on their phone, and more and more consumers use text as their primary mode of communication. 

Apple provides a good example of how a tech company can get around the issue of obsolescence when choosing a slogan. “Think Different” conveys everything we associate with the Apple brand and cutting-edge companies in general – a sense of innovation, the ability to be on the forefront of change in the market. It does so without signaling out a specific technology, giving the slogan a sense of timelessness.

Pick A Company Slogan That Compliments Your Logo

Copy and design go hand-in-hand when it comes to cultivating a memorable brand, so much so that some marketers recommend designing your logo before your slogan. Consistent branding is one of the best ways to ensure your company is recognizable on a wider scale, and a solid combination of vision and text is the best means to achieve this.

Your slogan and logo should complement each other. They should suggest the same thing about your product or service. A cartoonish, light-hearted logo wouldn’t pair well with a somber slogan, and vice versa. An unclear brand identity can easily make potential customers feel confused or unclear about your company.

A good example of a logo and slogan that work well together comes from Nike. Nike arguably has the most memorable logo and slogan on the modern market, and one major reason is both capture the essence of Nike’s brand. The swoosh logo suggests movement, while “Just Do It” is a motivational statement that encourages drive and initiative. Combined, they reflect the athleticism we associate with the Nike brand.

Don’t Be Afraid To Get Creative

Marketers often want to stay professional when writing a slogan. You should of course avoid slogans that are obscene, or slogans that are suggestive, abrasive, or potentially offensive in other ways. However, that does not mean slogans have to be 100% serious. Sometimes, a playful slogan that employs creative elements can be an excellent means to get potential customers to pause for a moment. 

Wordplay, rhyming, and casual humor can all make a slogan feel fun, which can be beneficial if you’re aiming to brand yourself as a more lighthearted company. Lay’s Potato Chips uses slang in their slogan, “Betcha Can’t Eat Just Once,” for example. Bounty’s slogan – “The Quicker Picker Upper” – employs rhyme and rhythm in a playful fashion. Citgo’s “Fueling Good” makes a customer do a double take through wordplay, which catches their attention.

Overreliance on humor or wordplay can be a bad thing, especially if you are selling a more serious product. However, in many cases, a creative slogan can give you a major edge over the competition.

The Bottom Line

There is no denying that composing a good slogan can be a challenge, but it is integral to building a strong brand. Therefore, take the necessary time to come up with something truly unique that will both stand apart on the market and positively reflect your brand. The above tips should give you a solid foundation to get started.

Need some help? At LookinLA, we build data-driven marketing strategies for clients to help them become industry leaders. We have experience working with a diverse range of clients. You can read success stories here and reach out to book a call here. We look forward to hearing from you.

Conversation Rate

How To Improve Your Conversion Rate With SEO

For years, business owners have struggled with one major question regarding their website:

Should they tailor their site design to satisfy the humans who visit it, or should they tailor it to satisfy the search engines that lead visitors there in the first place?

It’s not an easy choice to make. You need the search engines to love you in order for people to find your site. But you need humans to have an excellent experience on your website if you want those visits to turn into conversions.

Fortunately, there’s no longer much need to choose between SEO (search engine optimization) and CRO ( conversion rate optimization). In fact, the more sophisticated search engines become, the more SEO and CRO go hand-in-hand.

After all, search engines have one objective: to identify the web pages that will be most useful to the human beings searching for them. With advancements in technology, the bots are increasingly sensitive to the nuances of the user experience. They’re no longer just trolling for keywords (though keywords are still important!). Now search engines collect hundreds of clues to determine how informative, intuitive, and engaging your site is.

This means search engine optimization is also a stellar guideline for improving your conversion rate.

If you’re still just keyword-stuffing in an attempt to get more eyeballs, you’re a couple steps behind. The good news is that there are countless moves you can make that will boost your search engine rankings and inspire more conversion rate at the same time.

Here are some game-changers to start with.

Add Video Content

If you’ve been following our blog regularly, you know we love video. It’s such an incredible tool for raising brand awareness, inspiring a more personal brand-customer connection, educating users about your product or service, and ultimately boosting conversion rate.

Another great benefit of video is that search engines love it. They love it because they know people love it. Plus, video increases the duration of visits to your site. Generally speaking, you’re doing fairly well if people spend 30 seconds to 2 minutes on your site. If you can get above 2 minutes, you’re really rocking it, and the search engines notice.

And what’s one reliable way to get visitors to stick around that long? Providing something that will keep them engaged so they don’t go anywhere. It could be a longer video that’s deeply compelling, or it could be multiple short videos on the same page. It could even be a combination of video, infographics, and really killer content.

So video engages your visitors and gives you more credibility with search engines. But what about conversion rate? Well, here’s a fun fact:

77% of buyers say they’ve decided to purchase a product or service after watching an explainer video.

Video is an essential part of the strategy. And don’t feel intimidated if you’ve never tried video before. There are now tons of beginner-friendly video content tools like Animoto and Biteable to get you started.

Create Content with Real Value

On that note, it helps to make sure all your content has value to a human audience. Use a combination of written content, images, infographics, and video. Provide information that’s useful or ideas that are entertaining. Not only does this help increase your average duration of visits, but it’s also important to write for humans because the search engines scan for things like relevance and readability. Search engines love blog posts that are around 1,000 words or more. They prefer short, simple, easy to read sentences.

Frequent paragraph breaks are great, too.

Another idea worth considering is whether there is a way to create dynamic content for your website. Dynamic content is content that adapts depending on the locations, needs, and behaviors of the individual visitor. An example of dynamic content would be an ecommerce store featuring a banner advertising free shipping to the visitor’s specific state. Dynamic content also includes purchase suggestions we see so often on sites like Amazon.

Dynamic content is AI at its best. It helps search engines connect your site with people looking for the very specific goods and services you provide. And once those people find you thanks to stellar search engine rankings, they’ll see the specific answer to their specific pain point laid out in black and white. Boom. Conversion.

Focus on Long-Tail Keywords

While we’re on the topic of providing very specific solutions, let’s dig into long-tail keywords.

Long-tail keywords are those specific phrases Internet users search for. Rarely does a human being type “used cars” into the search box. They’re much more likely to search for “used cars in San Jose,” “pre-owned BMW in San Jose,” “how do you know you’re getting a good deal on a used car” . . . you get the idea.

People search for specific solutions, not a general theme. Which means the more you can tailor your content and keyword strategies to resolve a specific search request, the better your chances at getting on the first page of the search results. And, in turn, the likelier you are to get visitors who are actually looking for the very services you provide.

There are many keyword tools that can help you figure out what your prospective customers are looking for and which words they’re using to search. We recommend Google Keyword Planner and KW Finder.

Increase Site Speed

Nobody likes a draggy site. Human beings don’t have patience for it, and neither do the bots.

Optimizing your loading time is one of the simplest things you can do to boost your SEO and your CRO in one step. It’s one thing business owners all-too-frequently underestimate. But we’re willing to bet you’ve abandoned a website before because you just weren’t willing to wait for a sluggish page to load. You can assume your target audience would do the same.

If you’re not sure how well your site performs, speed-wise, run it through Google PageSpeed Insights. This should give you some idea of whether it’s time to look into kicking your speed up a notch.

Optimize for Mobile

How does your website perform on mobile devices? If it looks sloppy or is confusing to navigate, you’re losing yet another opportunity to tell the search engines your site has value.

You’re also losing customers. A lot of them. In fact, nearly 40% of all online purchases made during the 2018 holiday season were made on a mobile device.

If you’re not sure if your page is mobile friendly, run it through Google’s Mobile-Friendly Test. When you run this test, you get one of three results. Your site may deemed mobile friendly, end of story. You may learn that it’s mobile friendly, but there are some issues with loading a specific page or two. Or you’ll learn that you have some major issues to address. Fortunately, Google tells you exactly what they are so you can resolve them without too much guesswork.

This is by no means a comprehensive list. Modern search engines look at literally hundreds of details when weighing the value of your website. But the bottom line is that SEO is absolutely essential for your business . . . not just because it helps buyers find you, but because it shows you how to give buyers the best experience possible.

You should care what the search engines want, because the search engines want what humans want.

That said, we know improving your website’s SEO can be a sizeable and confusing undertaking. If there’s anything we can do to help, we’re always here and happy to talk to you. Drop us a line.

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