What is a Slogan?

Any type of business branding plan must entail the creation of a slogan. It is one of the basic elements necessary in building an effective brand campaign. A slogan typically consists of a short sentence or a phrase that serve to reinforce the business name or logo. Actually, many big time businesses has created extremely successful marketing slogans that it has been recognized by the consumers as much as their name.

Slogan is often dismissed as an element for effective branding methods, which is also the reason why even a potentially good business name fails to deliver. Its purpose main purpose is mainly to enhance and boost the name or provide a tiny glimpse of what the brand promises to deliver. Even plain words or phrases can go a long way when it works well with your brand.

Influence of Slogan to Branding

Brand recall is the main purpose of creating a slogan. They are there to address for the brand where images fail. This further enables the brand to create a more lasting memory to the minds of the consumers and enhances the market reach of the product.

Therefore, you need not just produce a creative slogan but an intelligent one. The purpose is mainly to catch the consumer’s attention and create interest about a given product. It enables your audience to stop and think about the possibilities provided by the brand. Depending on your marketing plan, you can utilize a slogan to appeal to either the needs, attitudes, or emotions of the consumers. Therefore, you are trying to compel them to make an action, which in this case is to purchase the product to avail of the benefits it offer.

Why is it such a strong part of your marketing and branding efforts, you may ask? Because it triggers the motivation of the consumers then driving them into action.

Making a Good Slogan

Due to the importance of the slogan in your business, it is best to assert careful planning into the process of creating a slogan. To achieve a good slogan, you must inform yourself of what the qualities of a good slogan are.

1.) A good slogan is memorable. Since the purpose of a slogan is to increase brand recall and trigger buyer motivations, it must first be able to capture their attention and stay in their memory for a given period. Staying power is an essential factor in the business industry, so you have to be able to produce something that stays in the mind of the consumers when they go out to buy.

2.) An excellent slogan produces images on the customer’s mind. Most people create images on their mind when they hear something. Hence, you can prompt the visual patterns of your consumers by using the slogan. For instance, you can remind them about your company logo and create a stronger link between the two.

3.) An excellent slogan drives people into action. Awakening triggers on the consumer’s part will aid make them the decision to purchase the product being represented.

4.) An excellent slogan highlights the benefit of the product. This is tied up with the efforts of creating product distinction, which is to emphasize the benefits that one can derive from using a company’s products or services.

Advertising versus Business Slogan

Business owners must be able to differentiate advertising from business slogans since they serve different purposes. The business slogan is more important since it concerns the brand identity. It influences your distinction in the market and the power of your brand.

Meanwhile, advertising slogans are made for a specific marketing objective and over a short period of time. It is more concerned over influencing a consumer’s immediate reaction to a given product while business slogan reinforces the reputation of a company as part of its branding efforts.

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Building a Business Brand

No business brand is created overnight. It follows a methodical process that involves strategy and organization. But if you think that once you have a business name and logo that your work is already done, then you need to know that even with long-standing business the process of brand management is still ongoing. Aside from time, some big companies even invest lots of time and amount just to ensure that the legacy of the brand remains consistent to the values embodied by the company.

Small-time business owners can take comfort in the fact that building a brand need not be expensive. All you need is commitment to the process to provide a focus and consistency on your branding efforts. There are four elements involved in producing a successful business brand.

Consistent Message

One of the best way to achieve a consistent marketing approach is to create a unified name, logo, and image. This is one of the most efficient ways that you can communicate what your business is about to your possible clients. Therefore, you need to remember about the vision and mission of your company, which is originally the inspiration behind the design of the logo. Then, you need to utilize that in relation with what marketing strategies you employ to advertise your brand image and increase awareness.

Even when you come up with innovative marketing ideas to reinvent your image or offer customers something new, it has to remain true to the ideals of your business.

Brand Planning

Careful brand planning is essential in building a strong business brand. Regardless of what marketing methods you utilize to enhance brand awareness, you need to look into each detail that is involved with the process. This helps ensure that you are able to achieve consistency, which is a crucial element indicated above.

You need to identify what branding strategies will enable you to achieve your goals. If it does not work, what back-up plans do you have? All marketing efforts are aimed towards strengthening your brand to gain a return of investment.

Branding System

This is the part wherein you put into action everything you have designed during brand planning. Different systems must be used for each phase involved in the overall business and brand development. It must correctly outline what steps you and your workers must take during certain circumstances. Bear in mind that a holistic and integrated system is key in creating a strong brand.

Review and Management

Every brand must constantly undertake a review process. Since consumers’ needs and demands change, so must your brand’s marketing approach. Here are aspects of the brand review and management procedures that you must take into account:

. Product benefits and features

. Market rivalry

. Changing consumer needs and demands

. Marketing techniques used

Continued evaluation of these factors in relation to your brand’s marketing strategies will help produce a more efficient and cohesive marketing efforts. You will have brand managers to look into the welfare of the brand and what methods are to be executed to improve its market performance. However, internal branding is still of importance since they are the ones that are accountable for delivering these goods or services.

So, it is therefore important that they are aware about the business brand’s objectives as well.

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Word of Mouth Marketing

There’s probably no more effective branding strategy in existence than word of mouth marketing. However, only few realize its actual potential in helping you build a successful business and branding system. What could be better than having actual people talk others into doing business with your company? It is a common thing for people to do, which is talk about something a recent product that they were satisfied or had good experiences with.

And yet, word of mouth marketing does not cost you anything. It is just as effective as other methods of advertising or increasing awareness about your company’s products or services but without the entailing costs and investments. Even marketing experts profess word of mouth marketing to be the most potent means of communicating a company’s marketing message.

Effects of Word of Mouth Marketing

If you have seen various TV commercials or websites that sell products, then you might already be familiar with testimonials. This is a marketing ploy utilized by most business owners in order to provide a valid proof with regards to the benefits and claims made by the company, which is in the form of actual users of the product.

However, there is a discrepancy here: if business owners were to tap people to provide a testimony about a product and the results experienced, then it is most likely a biased demographic. The business proprietor will pick only users who have something positive to say about the product, since their main intention is to influence the buying choices of the consumers.

This is when the power of word of mouth marketing becomes evident. Using this method to communicate the potentials of a given brand creates a personal connection between the consumers and the product in question. Previous users to the product who attained satisfaction from it can recommend the product to their friends or family members. Therefore, business owners can acquire free advertisement out of that, which is possibly as effective (or more) than a TV ad but without the costs.

Word of mouth marketing can work to a company’s disadvantage as well. It occurs when people who have tried the product have certain complaints about bad service, or bad quality goods, and unsatisfactory customer relations. Research reveals that word of mouth marketing essentially has a bigger impact on the buying decisions of people aged between 18 to 34 and 35-54.

Bigger Consumer Voice

It has been highly emphasized by marketing experts that if you want to maintain or increase your market share, you need to work on providing excellent customer service. This will ensure that you get a share of loyal customers who believe and trust in your brand. If you’re able to successfully enhance that trust, then you are able to produce a good customer voice. Therefore, when these individuals are asked to say something about your company, they only have positive views to say.

Hence, several companies are now devising methods to improve their “listening” ability when it comes to customer voice. In fact, improving customer communications will make satisfied customers and consequently increase the potential of producing more positive word of mouth marketing.

Tips for Increasing Word of Mouth Marketing

A recent study conducted to determine the most influential marketing methods, word of mouth marketing came out on top. Hence, it has raised awareness on the important role that consumers play in influencing other’s buying options. Therefore, you can utilize a positive word of mouth marketing to create your own sound branding strategy. Here’s how you can make it:

. Create a branding strategy that will get people interested and have them talk about it. Unless you can awaken their curiosity and awareness, you will not succeed in this.

. See to it that you gratify customer needs. When people are happy about your product, they will joyfully and willingly recommend it to others.

. Reply to feedbacks, whether positive or negative. Aside from promoting your business, you can utilize word of mouth marketing as a means to gather essential information on how you can improve your service and branding strategy.

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