Written by Dr Jacqulene Anthony
In a consistent effort to market any product or service, visuals alone are inadequate as accuracy of words used matters too. A simple three word tagline like “Just Do It” has done wonders in elevating brand recognition, recall and its relevance for Nike, a juggernaut company specialising in sports apparel and footwear business operating globally. This slogan is notably thirty years old, and it still occupies a distinctive position in the mind of customers till today.
Writing a slogan is not merely a compositon of words, however it requires a high level of consideration and comprehension of the company’s vision, mission and values which in essence underscores the entire branding process. It is significant to ensure that the words or phrases selected for the purpose of overall messaging take a deep effect whilst functioning as a catalyst in helping the market to identify with and eventually pick the respective company over its competitors.
Best slogans are usually those that are succinct, sweet, short and sincere(4S). The more catchy and concise a slogan is, it is easier to commit to memory. Slogans must at all times communicate the spirit of the business and its commitment to customers. In essence, this has a high correlation to branding which lauds the creation of positive experiences while having the message attached to the name resonate not only the efficacy of the product but also the brand promise.
In coming up with catchy and tactical slogans, for a certain brand, it takes a measure of wit and creativity with words.
Lastly, in any marketing or advertising initiative, be it traditional, online or a hybrid, creativity and flexibility is crucial and must be observed to ensure effectivity and success of the brand promise to its target market.