11/ 18/ 2008
by Steve Strauss
It is almost impossible to understate the value and importance of your business slogan, tagline or catch phrase. Do it right, and people quickly understand exactly what your business is about, but get it wrong and you ruin that rare opportunity to brand with potential new customers.
Ideally, a great business slogan sells your desired benefit and creates your intended brand at all once.
Best of the best
In 2000, some of advertising's all-time top honchos analyzed 115 of the best business slogans ever, and after that, Nick Padmore analyzed the results. His conclusions are very informative.
The best slogans and catch phrases:
- Mention the brand only about half the time.
- Use declarative or "imperative" sentences. (Burger King: "Have it your way.")
- May bend the rules of grammar or spelling. (Campbell's Soup: "Mmm, Mmm good!")
- Use a rhetorical device like alliteration, metaphor or rhyme. ("You're in good hands with Allstate.")
- Are short, generally five words or less. (Nike: "Just do it.")
The only caveat with the analysis above is that the list was made by British ad execs. So do these rules hold up when used to look at what works in the U.S. alone? The answer is yes.
Top of their game
Inc. magazine recently looked at the Top 10 slogans of all time. They fit the model above. Consider (in no particular order):
- Apple: "Think different"
- Wheaties: "The breakfast of champions"
- Wendy's: "Where's the beef?"
- M&M's: "Melts in your mouth, not in your hands"
- Miller Lite: "Great taste, less filling"
- Maxwell House: "Good to the last drop"
- Clairol: "Does she… or doesn't she?"
- United: "Fly the friendly skies"
- Coca-Cola: "It's the real thing"
Branding takes place in the mind. It comes from the feeling, thoughts and impressions people have when they think about your business. That is why a great tagline is so important. Often, the first time someone is exposed to your business is when they see or read your advertising. Your tagline enables you to instill the exact image you want to create.
But only if you do it right.
