12 tips | Key points you need to know about creating advertising slogans
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I won’t accept any gifts this year, and if I do, it’ll be Melatonin. I believe this is a familiar slogan, but is it a good slogan? I am sure that there will be a long queue of people both in support and against. The quality of an advertising slogan should be comprehensively evaluated based on the following three criteria. 1/ Strategic positioning A good advertising slogan is based on strategic positioning. Advertising slogans must be consistent with the brand strategy positioning, so that they can form the brand's personality, convey the brand's core values and market intentions, take into account the market needs of target consumers, and ultimately form their own unique brand image and differentiate themselves from competitors. I won’t accept any gifts this year, and if I do, it’ll be Melatonin. The positioning of this slogan is a gift, using the filial piety in traditional culture to cultivate the brand. Younger generations respect their elders, and children respect their parents. This value belief is recognized and pursued by most consumers. Naturally, Melatonin has become a filial brand. 2/ Brand tone The advertising slogan should be consistent with the brand’s own tone. Every brand comes into the market with its own mark, which can be felt from the company's name, characteristics and established image. The advertising slogan should bring out the brand’s imprint to the fullest and form its own unique brand tone. Brand tone is the market impression formed based on the brand's external performance. From the perspective of brand personification, it is equivalent to a person's character. Peking Opera has its own tonality, and Yue Opera has its own tonality. A brand can be given a unique tone based on its core values to enrich the brand's character, increase the brand's unique charm, and strengthen the brand's recognition and communication. For example, Haagen-Dazs embodies the tone of love, so its slogan is "If you love it, please buy Haagens", while Starbucks embodies the tone of comfort and leisure, so its appeal is Starbucks time, conveying the leisure of urban white-collar workers. 3/ Spread the word Advertising is about spreading the word. There are two aspects to advertising: one is to disseminate information widely, and the other is to convey information accurately. Advertising slogans should be easy to spread. The greater the spread, the greater the value of the slogan. The reason why those classic slogans are timeless is that they have strong communication power and are passed on by word of mouth from generation to generation. Of course, it also has something to do with the intensity of advertising . Advertising slogans should also convey information. Whether it is to convey the brand's tone or the product's features, the slogan must tell consumers what you want to say. Excellent advertising slogans can convey information smoothly. Unfortunately, in most cases, consumers do not understand what the advertising slogan is saying. In addition, the slogan should be concise and easy to remember. From multiple standard perspectives, it is easy to find that creating a good slogan is really not easy. However, after seeing countless advertising slogans, I immediately became clueless when writing my own. By summarizing and analyzing 1001 selected advertising slogans from home and abroad, we have summarized 12 techniques for creating advertising slogans, which can give you some ideas when you are out of ideas. 1/ Inspire specific actions By suggesting the time, scenario, purpose, and target of use of products and services, we can call for and stimulate consumer action. There must be a key "verb" in the advertising slogan to subtly trigger associations of action. Chew Yida after eating and drinking. If you love her, treat her to Haagen-Dazs. Drink a bottle in the morning and you will feel energetic all morning. I won’t accept any gifts this year, and if I do, I’ll accept Melatonin. 2/ Describe the efficacy results Directly state the results of using the product, and the results should be specific and positive. At the same time, directly link the brand to this result. Generally, the brand name will appear in the slogan. If you want good skin, use Dabao morning and night. After drinking Wahaha, food tastes better. Once Remy Martin opens, good things will come naturally. 3/ Unique Selling Point As homogeneity becomes increasingly serious, brands need to create psychological differences and personality differences. A USP must be something that competitors do not offer; it must be unique. Based on the differences between the product and other competing products, appeal to the product features and attract consumers with benefits. Nongfu Spring is a little sweet. (Nongfu Spring) Come to think of it, smaller ones are better. (Volkswagen Beetle ) only dissolves in the mouth, not in the hands. (M&M chocolate beans) 4/ Arouse physical sensations Through advertising slogans, a certain physiological feeling can be instantly stimulated and associations can be triggered. It is best to use a noun or adjective to make this feeling concrete. It tastes great. (Nestle Coffee) Taste the feeling. ( Coca-Cola ) Every drop is fragrant and leaves you wanting more. （Maxwell Coffee） 5/ Awakening psychological emotions Through psychological suggestion or other perceptual techniques, the corresponding consciousness in the mind is released. For example, if you are constantly affirmed and praised, you will become more and more confident. You are beautiful. (Chando) L'Oréal Paris, you deserve it. (L’Oréal) 6/ Expressing brand philosophy It can be the thinking and action concepts of the enterprise or brand entity, or it can indicate the direction of the brand's actions from a market perspective. Born for fever. (Xiaomi mobile phone) It turns out that life can be more beautiful. (Midea’s) whole family is your home. (FamilyMart) Impossible Is Nothing. ( Adidas ) 7/ Show Confidence This slogan expresses a hint of industry, market leadership, and long history, and can also be used to convey the brand's distinctive category and population positioning. Good air conditioner, made by Gree. (Gree) The best dandruff remover is of course Head & Shoulders. (Head & Shoulders) Not every drop of milk is called True Milk. (Telunsu) No one can own a Patek Philippe, it is just kept for the next generation. (Patek Philippe) 8/ Social creeds of recognition Use a slogan to express your life beliefs. If consumers agree with you, they will accept and even follow you. JUST DO IT. ( Nike ) Good things should be shared with good friends. (Max Coffee) How far we can go depends on how far our thoughts can take us. (Red Golden Dragon cigarettes) 9/ Raise a different point of view Different perspectives can always give people more to think about. When everyone is hiding behind, you stand out and may bring new directions to people. If you take it seriously, you win. (Zhihu) If you want to do something, be the first to do it. (Nike) Life should be wasted on beautiful things. （Mansard Coffee） 10/ From a competition perspective Look for different market segments, or assert your position from a competitive perspective. If you can't exceed your goal, you can choose to bypass it. Not cola. (7-Up) We are the second child, so we work harder. (Avis Car Rental) And sometimes, your competitors can also be your helpers. Use your opponents to attract public attention. Always believe that good things are about to happen. (Xiaomi) Better things have happened. (Huawei) Good things have just begun. (Lenovo) 11/ Consumer Positioning Directly tell consumers your positioning and attract the attention of the target group. Marlboro Man. (Marlboro) The choice of a new generation. ( Pepsi-Cola ) Heilan Home, a man’s wardrobe. (Heilan Home) 12/ Caring for consumers Establish a warm-hearted image for your brand. Care about consumers and serve them. With all my heart Cygnet. (Little Swan) Take care of your teeth and love you more. (Yida) Everyone is good, that’s the real good. (Guangzhou Haodi) It is worth reminding that the brand’s slogan is different at different stages. Take Wrigley for example. During Wrigley's growth stage, its slogan was "Chew Wrigley after eating and drinking". The main purpose was to tell everyone what my product is, usage scenarios, etc. It follows the order of product-brand. When a brand reaches a relatively mature stage, its copywriting is more about spreading brand value, following the path of brand-product. The past slogans have completed their mission, but there is still a new mission to come. Therefore, Wrigley's new slogan becomes: Laugh out of power. Finally, I would like to emphasize that these advertising slogan techniques are just summarized from past experience. There should be more angles to think about in the future. After all, not following the routine is a common tactic used in advertising. What's more, the charm of advertising comes from its unknown nature. This article was compiled and published by @黑小指 (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services Advertising |
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