Before the Internet age, the term ‘slogan’ was used for what is now known as a ‘slogan’. This is a word or set of words that, in a short statement, conveys a message to the consumer about a company’s particular brand or service.

This slogan or tagline should be designed with the purpose of being ‘sticky’ in the minds of consumers. In other words, it’s a phrase they remember. When those particular products or services are required again, the tagline pops into their mind and they know where to go to purchase the product or service.

There are famous advertising slogans that almost everyone remembers. Think of FedEx®. Over the years, they’ve changed their tagline based on the current business climate, but their first tagline was “When you absolutely, positively have to be there overnight.” Think about the message the customer receives with this. They get the message that if they have a package that needs to arrive at its destination overnight, FedEx® will get it there! This is a very powerful and famous slogan.

Know what your brand means to customers

Continuing to use FedEx® as an example: This company focused on the service they can provide, which is their ‘Brand’. They can deliver your package overnight! They didn’t say they were the ‘best delivery service in the world’, or that they were ‘Number 1’. Who would believe that anyway? Many companies have a bragging mentality and want their customer base to believe that they are the best. The way to get your customers to believe that is to stick to what you say you’ll do.

So, you have a business that you want to promote, and you want your target market to find you, buy your products and services, and remember you in the future. Then what do you do?

What is a personal brand? Personal branding is about you and how others perceive you. It is not about having a logo but sometimes this can be useful. It’s about providing goods and services to your customer that have value. “Under promise and deliver more.” This is how you build a strong personal brand, one that people will remember. Consider having a tagline or tagline that briefly tells the customer what sets your business apart from the rest. Help them remember with a phrase that sticks with them. The slogan must have meaning for the consumer. You want your tagline to inform your audience about the value you provide. What is the problem they may have that you have a solution for? This is the kind of message to get out.

What do you think is the problem that these slogans are solving for the consumer?

“Lose the carbs. Not the taste.” Michelob Ultra

“Raise and separate.” Playtex Cross-Your-Heart Bra

“How do you spell relief? ROLAIDS”. rollable

When you’re looking for a slogan, consider what it will mean in your consumers’ minds, the problem it can solve, or the pain it can ease, and you’ll be on your way. Who knows, it might become a famous catchphrase in the future.

Having a strong personal brand is a good marketing strategy and creating a suitable tagline or tagline can help your business remind customers of the value provided.