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Marketing and Branding Blog | SilkCards

Company Taglines: Integrate Your Business's Strength in Its Slogan

[fa icon="calendar"] Mar 21, 2017 10:21:00 AM / by Brielle Yang

Brielle Yang

branding through company taglines and slogans

Great brands start with company taglines, a slogan that captures the essence of your business. Just imagine a catchy phrase that not only encapsulates what you do but also sticks in the minds of prospects and future customers. If you're struggling to find a way to distinguish your business from the rest, creating just the right tagline may be just what you need to strengthen your brand. You can add this slogan to your business cards and other communications to further increase the recognizability of your brand.

Related: Building a Brand that Lasts: How to Increase Your Brand Value

What Makes a Great Company Tagline?

Coming up with your company's slogan doesn't have to be difficult. If you want a tagline that will capture your audience’s attention, keep the following tips in mind:

Brevity

It’s no wonder why today’s top brands have taglines everyone can remember. They are short, catchy, and easy to say. Follow the same example for your tagline and you’re sure to have one your audience will remember. It’s best to use 11 or fewer words to make them easy to remember. Practice saying the tagline aloud to ensure it flows easily off your tongue.

Consistent With Your Brand

Your slogan shouldn’t have customers guessing what it is that you actually do. It might help to include a word or two that describes the industry you’re in. For example, if you’re an accountant, it could help to add “accounting” to your tagline. Be as clear as you can.

Related: Brand Reinvention Tips from Your Competition

It also helps to draw from the non-visual aspects of your brand such as mission statement and core values to convey exactly how you want your customers to perceive your brand.

Unique

Don’t forget to do an internet search of the tagline you’re considering to ensure it will be unique to your brand. After all, you want potential customers to associate that tagline with just your company.  

How to Come Up With Ideas for a Catchy Company Slogan

You might get lucky and in a moment of inspiration summon the perfect slogan from the aether. On the other hand, devising a catchy slogan can take long hours of brainstorming, testing different ideas with focus groups, and revising them until you get the one that successfully captures the essence of your business. For better or worse, the latter scenario is much more likely when you’re trying to find the right slogan.

While creative pursuits require intellectual freedom, you can still approach them in a systematic fashion. Here are a few key steps to follow when devising a new slogan.

Think About Your Company

When devising a slogan, think about what your company has to offer and what image you want to project to customers. Your unique selling proposition is an ideal reference point for this and can serve as a guide throughout the ideation process. It already offers a succinct summary of what your business has to offer and is a natural starting point when creating a slogan. If you are re-branding, consider the new direction you want your business to go and try to describe it in a few words.

Related: Overcome These Hurdles to Completely Nail Your Rebranding Strategy!

Brainstorm

Once you have a some guidelines, start thinking of different ideas for a possible slogan. No idea is too outlandish during this phase, so allow your imagination to run wild. If you are working in a group, make sure to encourage everyone to share their ideas free from judgment. These will likely frame the rest of your ideation, so make sure to come up with plenty to use. Use a variety of techniques, such as:

  • Word association
  • Freewriting
  • Cubing
  • Mapping

Test Your Slogans

Once you have plenty of ideas to choose from, start thinking up slogans. Play with them by making slight variations, rearranging words, or even altering their punctuation. Your slogan might fall flat as a simple declaration, but it could gain a new dimension when phrased as a question.

Test the ones you like best with others in your business or friends who are familiar with your company. You could gain new insights by bouncing your ideas off a even just few people. If you have the budget, you might want to run the best by a focus group to further refine your ideas.

Check for Trademarks

Research the slogans you like best to find out if they are currently in use. If your slogan is trademarked or is similar to one that is, you may have to change it. While it can be time-consuming, it’s best to come up with an original slogan so customers don’t associate your business with another.

Think About It

What seemed like a great idea at first could seem lacking a few days later. Crafting a new slogan will take some time, so be prepared to make allowances for this. Your slogan will be a cornerstone of your business’s marketing campaign, so it’s important to choose the right one. In today’s environment, your slogan could easily go viral for all the wrong reasons. It’s better to take a little extra time to create a quality slogan than it is to deal with the aftermath of choosing the wrong one.

Famous Company Slogans That Stuck

Before creating a slogan of your own, it may help to study those of the world's top brands. These companies have coined such iconic slogans that customers always think of them when the taglines are seen or heard.

"Just Do It"

Created by Nike, this short phrase encourages action. You don't have to be a super athlete to run, hike, cycle, etc. Nike products are for everyone. If there's something you've been wanting to do, the company’s slogan tells the everyday man and woman to "Just Do It."

Related: 3 Brands That Are Crushing It in the Apparel Industry and Why

"Because You're Worth It"

With this slogan, L'Oréal is speaking to their target audience: women. The brand understands how makeup makes women feel and distinguishes this in their tagline. Their makeup is designed to not only make women beautiful but also invoke a sense of worthiness. They want all women to know they deserve the feelings that makeup elicits within them.

"I'm Lovin' It"

McDonald's launched their new slogan in 2003, and it still stands strong with consumers today. Their tagline has a basic message: You'll love their product. While it doesn't claim to be the healthiest choice on the market, it does promise that you'll enjoy their food, convenience, and everything else the brand offers.

Related: 3 Proactive Questions You Can Ask to Form Your Brand Identity

Your slogan is something that will always be associated with your brand, so it’s important to consider it carefully. The above tips will give you a great start in creating a memorable tagline. The SILKCARDS design team is here to help strengthen your company’s brand and showcase your tagline with premium business cards. Add your slogan to your card and ensure your audience remembers your name.  

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Topics: branding

Brielle Yang

Written by Brielle Yang

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