When we are thinking about an enterprise or a brand, we usually have in mind two things: firstly, the logo and, secondly, the slogan. The first concept, the logo, is the graphical element that represents a company. It usually consists of letters, abbreviations, symbols or numbers. By this logo enterprises are going to be identified by customers. However, not every logo works and it is successful: a bad design could make an enterprise or a brand not to be easily remembered. The characteristics that a logo should have to be successful are the following ones (Diaz, 2014):
On the other hand, for every brand manager or the person in charge of designing and planning the marketing strategies of a company, he or she must have very present the idea of the slogan, which is defined as a powerful tool used for attracting customers’ attention. The idea of this tool is to create the maximum impact with the fewer words, that’s why a long slogan will not cause that effect on the customer, and it could also divert its attention (Pineda, 2011). Moreover, it is important to highlight the origin of this concept: it comes from the Scottish Gaelic and it means “war cry” (SoyEntrepreneur, 2015).
Slogan or “tag-line“ (as it’s said commonly), means “the idea behind the concept”. It tries to create a memorable phrase in which are summarized the tone and the idea of a brand or product. To capture the attention of a reader with only taking a look, it is necessary to combine the three following elements: mission, promise and brand. If we use these three elements, we will be able to create a great slogan that really works. Moreover, here we have some tips to bear in mind if we want to create a successful slogan:
- It should be a short phrase (maximum 5–8 words)
- It should be very easy to remember
- It must be addictive
- If it motivates a smile on the customer, their effectiveness is multiplied
- Preferably use simple, common words or idioms (slangs)
- You should clearly identify your product or service
- You must highlight the qualities of what you offer
- It uses resources such as rhyme and repetition
- Creating surprise or pity are also techniques that should work
- It should appeal to a unique competitive advantage
It is also important to mention that we should always remember that people always want something. When you add the benefits through a slogan, you tell people what you have for them and what they get from you (Pineda, 2011).
In addition, the creators of these slogans tend to use the technique of the “nemotecnia“. With this technique they try to create mental associations and facilitate the memory through games of words, rhymes, pictures, etc. As we have said before, for a slogan to be successful, it has to be brief (if it is very long, it will not be easy to remember) and it also has to be composed of a catchy phrase showing the benefit for consumers. Among the most influential ones, we find the following examples: Adidas (“Impossible is Nothing“), L´Oreal (“because you’re worth it”), Nike (“Just do it“), BMW (“The ultimate driving machine“), Apple (“Think Different”), MasterCard (“Priceless”), Mc Donald’s (“I’m loving it”), Coca-Cola (“Always Coca-Cola”) and Adidas (“Impossible is nothing”) (Silva, 2011). Nowadays, everybody remembers these worldwilde known slogans.
As we were saying, creating a good slogan and a successful logo requires much intuition and inspiration, knowing perfectly the objectives pursued in the advertising campaigns and many hours of work to obtain information about the motivations of users.
To sum up all this information, we can say that one of the most important things in enterprises is to have a successful logo and also a slogan. As almost everybody can imagine, coming up with a good slogan is not something easy. Thus, if we want to make up one, experts give us some tips, such as: it should be a short phrase (maximum 5–8 words) and very easy to remember. For finishing, I would like to highlight that altought coming up with a catchy slogan requires lots of endless working hours, it really worths it. I say this because everybody can mention and recognise at least 5 or 6 logos and its corresponding slogans. This last idea shows that customers remember the logos of the products and if they remember the logos, they also remember the products, something that is essential if we want to be successful in our business.
- Diaz, J. (2014, 02 27). Negocios y Emprendimiento. Retrieved from http://www.negociosyemprendimiento.org/2014/02/publicidad-efectiva-importancia-logo-y-slogan.html
- Pineda, A. (2011, 10 22). Adrianapineda.wordpress. Retrieved from https://adrianapineda.wordpress.com/2011/10/22/la-importancia-del-slogan/
- Silva, M. G. (2011, 07 02). Blog de Manuel Guillermo Silva. Retrieved from http://www.manuelsilva.es/marketing-2/la-importancia-de-un-buen-eslogan/
- SoyEnterpreneur. (2015, 08 18). Soyentrepreneur.com. Retrieved from http://www.soyentrepreneur.com/19871-10-slogans-inolvidables.html