Slogans, which sell

Slogan carries out function of explaining essence of the brand positioning to consumers. Along with logotype, which attracts attention and remembered visually, slogan fills up basic message of the brand. From logotype and slogan depends will consumer spend time to watch your advertisement message or lose interest to it.

How should be slogan? It depends on brand peculiarities and stage of presence in the market. For brands, which just entered to the market, slogan should clearly informative. It should tell about concrete competitive advantages of new product and familiarize auditory with opportunities of its use and explain why it is better than similar products.

Here are some slogans for non-existent enterprises, which launch new products: “Delux car – five stars in security rating”, “Black tea” washing powder – for saturated color of dark clothes”, “Arka plastic panels – serve five years more compared to others”, “HR Staff agency – personnel selection for three days”, “Fast Food Burger – each third lunch is free”.

If brand exists in the market for long-time and well-known to target auditory, the slogan can be changes to image slogans. Image slogan has less information, but it has strong emotional message to consumers.

I gave examples of image slogans in the beginning of the article. Here you can see how they look and what impressions give when they are with logotype.

Nike – Just Do It

Canon - You can

Mercedes-Benz – The best or nothing

In many cases, it is mistake to select image slogan for unknown brand or product at the initial stage of entering the market. In this case, the consumers understand emotional message, but does not understand what product offers it. In the result, such message does not fully impacts to target auditory.

The slogan should be created after creation of brand, but before the logotype. So, the designer will get clear idea what graphic solution should be selected.

Remember, slogan is one of the first tools for perception of brand by consumers. From correctly selected logotype and slogan depends further action of consumers. Consumers decide to buy your product and not to spend time to it.