Creating an effective marketing slogan - checklist


Creating an effective marketing slogan - checklistIf you want your business to stay in customers' minds, a slogan could make you stand out from the others. Here's how to write a compelling one.

  • Consider why you need a slogan. You'll need to come up with something that is original and memorable, that differentiates your brand and includes a key benefit.
  • Be truthful - focus on something that distinguishes you from your competitors, such as the service you provide.
  • Look at other business' slogans and decide what works and what doesn't. Some simple slogans say it all - such as Intel inside or Nike's Just do it; others address the customer, such as L'Oreal's Because you're worth it. Above all, you need a slogan that people will believe in and remember.
  • Make your slogan customer-focused. Ask your clients what they like about your firm. If there's a recurring theme, integrate it into your slogan.
  • Ask staff to brainstorm potential slogan ideas or consider running a competition to find the best one. Draw up a shortlist and test your ideas with some of your customers and suppliers.
  • Make sure you're not using someone else's slogan. You can find out if your idea has already been trade marked by using the Intellectual Property Office's (IPO) online database.
  • Keep it short. If you want your slogan to stick in people's minds, try to keep it to a maximum of seven words.
  • If you are struggling to come up with an idea, consider hiring a copywriter or marketing consultant. Ask other business owners to recommend freelancers or agencies.
  • Protect your slogan. Register it as a trade mark at the IPO website, to stop others from using the same one. It costs in the region of £200 to apply to register a trade mark, with extra charges for applying to more than one trade mark class.
  • Publicise your slogan on your business cards, on stationery, on your marketing materials, at exhibitions and at the bottom of emails. You might also want to include it on your signage. Make use of it as often as possible and ensure you live up to its promise.
  • Review your slogan regularly. Like your offering, your slogan might need to be adapted if the needs of your market change.

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