A slogan can be a powerful marketing tool as it helps to increase the levels of recall in consumers and differentiate yourself from the competition. For a slogan to be successful, consider that it will be representing a constant reminder of what your business does. The success of a slogan is seen when customers or prospects repeat it and are familiar with it.

A good slogan must contain no more than eight words, must clearly identify the product or service, and highlight the benefits that make it special. It is a phrase that defines and captures in a few words the conceptual idea of your product or service.

Here are some ideas to help you think of your slogan.

Highlight your USPs compared to your competitors

What are the elements in your business that your competition don’t have? Can you create a phrase that represents this?

Original and concise

Use metaphors, rhymes and other elements to create a slogan that is hard to forget. You could use popular phrases and give them a twist to adapt them to your brand.

From a marketing point of view, a long slogan won’t generate the desired impact because it of its linguistic complexity. Therefore make it short and snappy to be memorable.

The brand as an implicit concept

In this case, the slogan goes without an incorporated brand. A good example of this type of slogan is ‘Breakfast of Champions’ by Kellogg’s cornflakes.

Summarise what the brand does

The slogan could represent exactly what the brand does and even describe the benefit that is promised. To develop a successful slogan, you must have extensive knowledge of your business, the advertising language and the direction you’d like to move in.

For more inspiration, take a look at your competition, as well as national and global brands.