Slogan for business

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We hear the phrase "You're not you when you're hungry," and a picture of a delicious chocolate bar pops up before our eyes. If the song "Mr. Proper, have fun, the house is clean twice as fast" starts playing somewhere, we immediately imagine a bald man in white clothes helping his grandmother with cleaning. Just two words "Drive your dream" draw a beautiful foreign car in our imagination. This is how one phrase can become a good help for business development. But the developed slogan is not always to the liking of the audience. It can cause negative emotions and push away buyers. In this article, we will tell you what a slogan is, why it is needed and how to come up with an interesting, non-trivial option.

A slogan is a short, memorable phrase designed to convey basic information about a brand, attract the wordpress web design agency target audience and convey the company's goals and advantages to them. A well-chosen slogan will highlight the brand and help potential buyers make a decision in its favor. It can be created for a company, goods, services, political campaigns, films, books, and various services.




Differences between a slogan, mission, motto and USP
Slogan, mission, motto and unique selling proposition (USP) are concepts that are closely related to each other, but they should not be confused.

The first is used to promote a product, while a motto has motivational goals. A motto is most often developed for employees of an organization to increase team spirit, productivity, and stress resistance. In the future, a motto can become a slogan.

The mission, in turn, tells about the goals, principles and objectives that the company pursues.

USP is the main advantages of a product that distinguish it from competitors' products. USP can be part of a slogan or not have anything to do with it at all.

Is a slogan always necessary?
Is a slogan always necessary?

The slogan should convey the unique characteristics or mission of the offer. If there are none, then it is usually done without.

For example, an ordinary roadside cafe "Uncle Vanya's" with average prices and an ordinary assortment does not need to develop such a marketing element. But if we talk about a chain of roadside cafes called "Ivan the Terrible" and with traditional Russian dishes on the menu, then, let's say, the phrase "Treat like a Tsar" will arouse interest and tell about the advantages of this establishment.

Types of slogans
The whole variety of slogans can be divided according to the goals they pursue and the form and linguistic techniques used in their creation.

If we consider the classification by goals, they can be divided into:

image. They talk about the company's values ​​and philosophy. Their main task is to create a brand image, increase customer loyalty and trust (L'Oreal - you deserve it);
product. They inform about the product and its advantages. Their goal is to evoke emotions or reveal the USP, thereby increasing sales (There is a break - there is KitKat).
According to form and linguistic techniques, the following varieties are distinguished:

statement. This type can tell about both the company and the product. Its distinctive feature is the affirmative way of constructing the phrase (McDonald's is what I like);
question. This format helps to establish contact with a potential client, inviting him to a dialogue. The question in this case can be rhetorical or built according to the scheme "There is a problem - we found a solution" ("Snow Queen". Where do you get dressed?);
appeal. Another way to attract a client is to appeal specifically to him. Let him know that the company knows about his desires, problems and needs (Sprite. Don't let yourself dry up);
a play on words using humor. A good way to win over consumers is to evoke positive emotions in them. The main thing is that the humor is understandable to the target audience, and the play on words does not turn into a complex puzzle (Stimorol. Sometimes it is better to chew than to talk).