The purpose of a slogan or tagline is to catch attention. This should be done with a short and simple phrase that is innocent and decent (appropriate for all ages).
The slogan should highlight a particular concept or aim through its memorable expression, motto, or lyrical rhyme. Characteristically a good business slogan will harmonize with your overall brand/business image. It must be fresh and exciting, calling a visual image to mind. Remember your objective is “expansion.” As many elements as you can incorporate into a short phrase, the better. Like crafting catchy titles, your slogan should be short – 3, 5, or 7 words at most – 3 is best!
In those three words, can you add a musical jingle? Music will aid in memory. You know, like those annoying commercials that get stuck in your head. They work! Think of McDonalds “Ba da buh ba ba, I’m lovin’ it.” Or Subway’s uber-catchy, “Five. Five. Five dollar foot lonnnng.”
Those examples are very simple. Other effective techniques for business slogans include puns and plays on words. This includes inspiration, attraction, self-involving, and use of proper language focusing on painful memories, contradiction, literary blunders, or strange tones. Unexpected combinations are highly memorable. Pair a serious concern with lighthearted tone. Or try questions that pose a challenge, “Are you smarter than a fifth grader?”
And if you’d like to use my handy worksheet on crafting your Unique Selling Position, simply request the document via email terra(at)fletcherfreelance(dot)com. Put “USP worksheet request” in the subject line.
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