Slogan development (slogans for advertising) in KOLORO is:
“Kings are not born, they are made by the love of the people.” Creating a successful “king” brand that will generate revenue is hard enough. In this process, every component is important and packaging design, corporate identity, and how the brand name or company slogan, advertising slogan sounds.
Each brand element should be approached with knowledge and understanding of the target audience. A product that focuses on its consumer, arouses their interest and positive emotions, and satisfies their needs will always be loved. However, when your brand is still at the very beginning of a long journey, the first thing you need to do is grab your audience’s attention, establish yourself in their minds, and become a recognizable product.
How do you do that? The first thing that comes to mind is, of course, advertising, but no advertising will bring the expected result without an advertising slogan. A person may not remember what the advertisement is about or what the product is called, but he or she will remember the advertising slogan. You don’t believe me? See for yourself, each of us can continue such advertising slogans as: “Don’t slow down – …”, “Your pussy would buy …”, “Pause – eat …”.
The process of developing a slogan includes the following steps:
1- Researching product information and analyzing the market. What exactly needs to be promoted (product, service or product features), the main task of promotion (increasing sales, attracting new consumers, increasing brand awareness), characterization of the target audience, selection of means of communication with the consumer, determination of the slogan’s place in the visual concept of the advertising campaign.
Example: Pasta market analysis
2. defining keywords for the advertising slogan. Definition of the content part, the main motive of the slogan, the perception model it should evoke, selection of the slogan phrase size, accents and symbols.
3. Selection of the right form. What psychological and artistic techniques will be used in the slogan (rhyme, rhythm, aphorism, alliteration, etc.). Choosing the meaning of the slogan and coloring of words.
4. adaptation of the slogan to the concept of the advertising campaign. Harmonious connection of the slogan with the visual concept of the advertisement (color, font, form of presentation, etc.). Testing the effectiveness of the developed slogan, the level of its memorability and perception by the focus group.
A slogan is
An advertising slogan is a short memorable phrase that encapsulates the main idea of a product, its positioning concept and brand legend. A slogan is often part of an advertising campaign to create a viral effect among consumers when the advertisement is rebroadcast.
Advertising slogans carry a certain energy and create an important first impression. The stronger this impression is, the more successful the advertising campaign will be and the more recognizable the product will become. It is impossible to develop a slogan without knowledge of marketing, linguistics, psychology and sociology, as well as a creative streak. A well-crafted slogan for advertising has great marketing and artistic value!
Types of slogans
The following types of advertising slogans are distinguished:
- Company (brand) slogan – a short phrase that reflects the image and positioning of the company (brand) in the market. Often such a slogan displays those semantic aspects that could not be placed in the name (naming). Or on the contrary, it complements the name, makes it easier to interpret and understand.
- Definitor (descriptor) – a caption to the company name, in which the positioning of the brand, its mission, values are laid down. A definer creates a unique and understandable brand image, just as a tagline does.
- Slogans for advertising – designed for special events: promotional event, presentation, concert, social event, etc.
What should the slogan be?
When creating slogans, you should consider the requirements of the slogan. So, it has to be:
- Точным. It is essential that the slogan is clear and accurately fits the task at hand. The target audience for your product is not made up of one person, but a wide range of people, so the tagline should be understandable to everyone, written in the language of the audience.
- Кратким. A slogan should focus on one main idea of a company or its product and present that idea to the masses in just a few words.
- Простым. The consumer will not deal with something they didn’t understand the first time around. The slogan should be simple, concise and encourage you to make a purchase.
- Оригинальным. Creating a bright image through an advertising slogan, literacy of its writing are of no small importance. Spelling mistakes often make consumers nervous, but sometimes you have to break the rules to create the desired effect. An original slogan will make your product stand out from the competition.
- Срифмованным. Such slogans are better remembered, but there are exceptions to all the rules, the more creative the idea, the more bright and successful slogan.
- Запоминаемым. Ease of pronunciation, brevity, rhyming, use of non-standard words and other factors determine how recognizable and memorable your slogan will be.
Remember that the company slogan should focus on the needs of the target audience and not be ambiguous.
How do you come up with a slogan?
“How do you come up with a slogan so that it becomes an advertising slogan for the consumer and reinforces the brand’s position?”. The main rule when developing a slogan is “More meaning – less text”. This is the basic principle of a professional advertising slogan. Companies that prefer long slogans (slogans for advertising) to short ones, sooner or later, still come to understand this principle.
Just as an empty phrase will not be perceived by the consumer, a long slogan will be harder to remember or in parts. Therefore, to develop a successful advertising slogan means to fill a minimum number of words with maximum meaning!
A company’s slogan or slogan, like the entire advertising campaign, is built on the basis of brand positioning and strategy. Slogans for advertising carry the emotional load of PR-campaigns, form the brand image and future attitude of customers to it. Therefore, the techniques of using aphorisms, quotations, allusions, metaphors and puns in the slogan are used to create a corporate slogan.
Properly chosen words – advertising slogan can not only attract attention, but also entail a number of behavioral reactions of the consumer, to form a positive perception of the company or brand, and most importantly to stimulate the consumer to make a purchase.
Examples of effective slogans developed for famous brands by branding agency KOLORO You can see company slogans, brand slogans and advertising slogans in our Portfolio. We create slogans, for those who can afford everything, for the “kings of the market”. Our slogans are not only rational, but also emotional, which multiplies the effectiveness of communication with the consumer.
