Effective Slogan Creation

Living in such a fast-paced electronic world, organizations have only a few seconds to create a first impression.  A good slogan is an effective way to catch a prospect's interest. A major slogan like AOL's “So easy to use, no wonder it's number one” is recognized by millions worldwide.  In fact, the "easy to use" benefit originated from user research we conducted for them.

Here are a few tips for creating an effective slogan:

1. Form a creative committee

A slogan committee allows for lots of input upfront and in-depth brainstorming. This way, diverse ideas can help fine-tune a slogan to convey a more direct, yet compelling, message.

2. Keep it short

The ideal length of a slogan is between three and 10 words. The message should be simple, but meaningful. If a slogan is too long, it will be harder to retain. Remember, it's easy for people to lose focus.

3. Make it memorable

If appropriate, incorporate rhymes and humor in your slogan. The use of simple words and common situations also helps. It's even better to incorporate the company name!

4. Consistency is key

Keep the slogan in the same spot in collateral and on a Web site.  If you use television or radio advertising, be sure to vocalize it at the same point in every commercial. The repetition of your organization name makes the slogan part of the organization's brand.

5. Stay positive

Positive words can create a favorable impression of the product, service or organization, while negative or controversial words may lead to declining interest. Keep the message upbeat to attract more interest.

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Looking for an article or trusted interview source on advertising, branding, marketing and public relations? Contact Jessica Klenk at 301.588.2900 or via email.