A tagline is a short, easy-to-remember phrase that tells you more about a business. It must reflect its spirit and its culture. To create a good slogan, it is necessary to take into account the specificities of the company and the market to which it is addressed. How to construct a slogan? Here are our tips for finding an effective and impactful formula.
A slogan is a short phrase. Each company has its own slogan, so this one is original. There are very well-known slogans like:
The slogan is a signature. It reflects the brand image, in other words, its identity. It consists of a baseline which takes the form of a series of words separated by commas or a small sentence. It provides information on the activity of the company. A slogan also consists of a powerline, a powerful and ideally timeless phrase that is easy to remember.
A powerful slogan is an effective slogan. Easy to remember, it is associated with a brand or a company. To find the right formula, there are a few rules to follow.
The corporate culture is represented by the values that we want to share with employees, suppliers and customers. It builds over time. Everyone who works within (or with) the company is part of the culture. The same is true for history and significant elements such as a takeover or merger.
Company culture has become very important for consumers who want recognition. They no longer want to be mere buyers, they want to belong to a group or a community. The values of the company must be close to theirs. It has become a criterion of choice!
Finding the right slogan is not easy. The task is very important because this little phrase must appear everywhere and become inseparable from the company. To work on the slogan, several solutions exist. Of course, it is possible to call on a service provider and more particularly a communication agency. But this one doesn't know the company!
Brainstorming is a solution. This technique, based on creativity, makes it possible to collectively produce ideas. To be successful in the brainstorming session, it is important that the people who know the company best, such as the founders, participate in this task. Spying on competitors can also help to stock up on ideas and differentiate yourself. Finally, the last step is to test the slogan on customers. It is quite possible to ask them for their opinion.
Once the slogan has been found, and especially once it has been validated by all employees, it must be widely distributed to be known and then recognized. To do this, it is integrated into all communication campaigns. It can be found at:
On the graphic charter side, the slogan is coordinated with the logo but is distinguished by its size and sometimes its font. Because the presence of the slogan on all communication media is an investment, it is imperative to work it well.
