Take a moment and think about some of the most memorable marketing slogans. Whether referring to the “Just Do It” phrase associated with the Nike brand or the “No Fear” retail clothing franchise, such approaches share some factors in common. They are catchy, easy to remember and they appeal to a broad audience base. However, simplicity here is somewhat of a deception.
It takes a great deal of time to create a successful slogan and psychology plays an important role. While many articles address such concepts as the power of targeted SEO and the proper analysis of big data during the process, few have touched upon how the human mind works in relation to a slogan. Let’s break this notion down so that we can better appreciate what is involved from an organic point of view.
The “Me” Concept Within the world of online advertising
It should already be obvious that slogans are meant to resonate with the reader or viewer. Still, we need to recognise that every individual is different. The core concept is to bridge the gap between different personalities to create a “one-size-fits-all” slogan. This seems a bit counter-intuitive, as the concept of “me” directly contrasts with a top-down approach. Or does it?
Business owners need to be able to strike a balance between the individual and the crowd. To accomplish this seemingly impossible goal, it is first necessary to understand the audience in question thoroughly. Let us return to the Nike “Just Do It” mantra to understand this point.
The phrase “Just Do It” is associated with a younger and more proactive crowd. It appeals to those who are seeking to “grab life by the horns” and to fulfil their own destinies. This is likely the reason why we do not see many pensioners purchasing the latest pair of Nike trainers. However, the term “Just Do It” is still generic enough to resonate with a wide demographic. It does not implicitly focus upon a particular age group, location or gender. It is therefore appealing, timeless and memorable. The power of three simple words should never be underestimated.
It is, therefore, reasonable to assume that the most appropriate slogan for your business will take time and insight. This is why brainstorming is one of the most powerful tools within your arsenal. There is also nothing inherently wrong with developing a handful of options and presenting these to a test audience in order to obtain any feedback.
Mistakes can and will be made. Above all, appreciating the very human influence that must be taken into account when creating a slogan is essential from the very beginning. While there is no “I” in team, there is certainly a “me” involved when creating a catchy slogan.
Experimentation process at a glance
Now that we have a basic understanding of the role that psychology plays, how can you begin experimenting with your own brand identity? It is wise to start by looking at the most relevant keywords associated with your business. This is relatively simple thanks to online tools such as Google Analytics. You could also choose to view your closest competitors to appreciate better how they have leveraged such slogans. While these should never be copied, they can serve as excellent forms of third-party inspiration.
Let’s now assume that you have narrowed the options down to a few phrases. Take a step back and ask yourself these following questions:
• Does the slogan represent the core values of my company?
• Is it easy to remember?
• Can it be used in conjunction with my current branding?
If the answers to one or more of these questions are unclear, it may be better to go back to the proverbial drawing board. As a slogan will be associated with your company for years at a time, patience is indeed a virtue during the formative processes.
It is nearly impossible to create a timeless and relevant slogan if you do not take human psychology into account. Customers need to feel as if you are addressing their discrete needs.
Subscribe for entrepreneurial & small business advice
Subscribe to our newsletter for advice and insights on starting, managing and growing a small business in the UK.
A top-down approach will generally not suffice; particularly when we consider the sheer number of businesses entering into the online marketplace every month. Standing out from the crowd has become more critical than ever before, and a catchy slogan can make all of the difference in the world.