Brander Slogan Creation Guide

B R A N D I N G
B R A N D S L O G A N C R E A T I O N
Brand
Slogan
Creation
Guide

Why do brands use slogans and why do you need one?
Well, you’re going to have the answer to those two
questions right here in this video.
Then we’ll give you the exact formula all successful brands
use to help you create a powerful and memorable slogan to
help you stick in the mind of customers.
T H E S L O G A N D E V E L O P M E N T P R O C E S S
B R A N D I N G
D E V E L O P E D B Y S C O T T L A N C A S T E R
W W W . W E A R E B R A N D E R . C O M

T H E S L O G A N D E V E L O P M E N T P R O C E S S
W H A T M A K E S A
G R E A T S L O G A N
E X P L O R I N G
E X A M P L E S
T H E T H R E E
K E Y R U L E S
S L O G A N C R E A T I O N
S T E P - B Y - S T E P
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B R A N D I N G

A slogan can be defined as a short and striking or
memorable phrase used in advertising.
The right slogan can help your business grow by improving a
person’s ability to recall your slogan when they have a need
for your service or offering.
Naturally, this results in more customers doing business with
you which in turn helps generate more revenue and
opportunity for profit.
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T H E P U R P O S E O F A S L O G A N
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You can confirm how powerful a brand slogan is by asking
yourself if it highlights a unique benefit of the brand’s
offering (or message) in a way which will resonate well with
their target audience.
A great slogan should link the brand (or products promise) to
the target customer’s perception by communicating a
unique benefit to help the brand stand out in its
marketplace.
Let’s look at some mini case studies based in the fast food
industry to give you some examples which are easy to relate
to.
W H A T M A K E S A G R E A T B R A N D S L O G A N ?
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For 50 years, KFC used the slogan “Finger Lickin' Good”.
This was because it highlights what makes them different to
all the other major fast food options out there in a way that
their target audience can relate too easily.
Do you lick your fingers after eating a Big Mac?
Most likely not.
What about after eating a Subway?
Even more unlikely.
Yes, you may eat with McDonalds & Subway with your
hands, but do you lick your fingers as much as when you eat
the deep fried chicken at KFC?
Not a chance.
M I N I C A S E S T U D Y - K F C
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Another brand who have established a great slogan to
position them effectively in the fast food market is Subway.
They pioneer the slogan ‘Eat Fresh’.
This creates the perception that the food from Subway is
‘healthy’ and ‘fresh’, which would appeal to someone
wanting fast food without the side serving of guilt that
usually comes with it.
Subway takes what they do different (their unique benefit)
and communicates it in a short and concise way.
The slogan could not be more direct if it tried.
If someone is looking for a fast healthy food option, Subway
is going to be one of the first brands that come to the
hungry customer’s mind.
M I N I C A S E S T U D Y - S U B W A Y
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So now we know a slogans purpose, what it should do and
how some brands have done it successfully, it’s time to learn
the three key rules all great slogans follow.
You’ll see all the best slogans in the world follow these
principles.
T H E T H R E E K E Y R U L E S T O S L O G A N D E V E L O P M E N T
T H E Y C O M M U N I C A T E S T H E B R A N D S U N I Q U E B E N E F I T
T H E Y H E L P T H E B R A N D D I F F E R E N T I A T E & S T A N D O U T
T H E Y A R E S H O R T & S W E E T
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As we’ve touched on before, a great slogan communicates a
unique benefit or characteristic which will resonate well with
the brand’s target audience.
This is important because a slogan has to be clear and easy
for the customer to relate back to your business.
So it has to make sense to them.
For example, it would be pointless for McDonalds to
communicate a slogan such as ‘Eat Healthy’, just because
they sell salads.
Even through they do sell healthier alternatives, this isn’t the
main benefit or unique characteristic they can offer their
customers.
T H E Y C O M M U N I C A T E S T H E B R A N D ’ S U N I Q U E B E N E F I T
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If your slogan helps communicate a unique benefit or
characteristic no one else within your market offers, this
should naturally help you stand out.
This can be seen as a very basic form of positioning. To
create a ‘position’ in your target audiences mind by
communicating what you have to offer in a particular way.
T H E Y H E L P T H E B R A N D D I F F E R E N T I A T E & S T A N D O U T
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Lastly, every slogan out there is nice and short.
3 or 4 words at the very most.
This is for one simple reason.
To maximise the likelihood that your target audience will
remember the slogan and be able to recall it more readily,
when necessary.
The best examples of branding and marketing make a
customer’s life easier.
Creating a slogan is no different.
So first confirm what you need to say. Then say it in a
relatable way, whilst keeping the slogan as short and sweet
as possible.
T H E Y A R E S H O R T & S W E E T
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Now you finally time to produce a slogan of your very own.
The process for doing this is really simple and straight
forward, so just follow the step by step guide and you’ll
have an amazing slogan you can be proud of.
S L O G A N C R E A T I O N S T E P - B Y - S T E P
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Let’s pretend we’re creating a slogan for a candle company
so we can take you through each stage, step by step.
For the first step, we need to figure out what the benefit is
that your brand or product offers.
S T E P 1 : F I N D Y O U R U N I Q U E B E N E F I T
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Think about what your brand does which no other
company in your market can.
In the candle brand’s case, they found research
suggesting lemon and lavender notes can increase focus
and productivity in the work place.
This benefit is different to other candle companies who
focus on relaxation and calmness so we know the benefit
is unique.
We also know there will be a very particular type of
customer who would be interested in buying a product to
help them become more productive.
So the unique benefit the candle company offers is it
allows customers to get more done, stay focused for
longer and be more productive as a result.
S T E P 1 : F I N D Y O U R U N I Q U E B E N E F I T
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B R A N D I N G

Take a moment to think about your own brand or product in
this way.
Take a pen and write down all the benefits and unique
characteristics your offering can provide a potential
customer.
What are you doing no one else is.
This may take a little research, but once you find a few
approaches, we can move on to next stage of the process.
S T E P 2 : W R I T E O U T B E N E F I T S C L E A R L Y
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B R A N D I N G

Now we have your benefits, we now need to think of a
simple and minimalist way of saying it.
Remember, it needs to be short, sweet and memorable.
3 or 4 words at the very most, ideally.
S T E P 3 : R E F I N E U N T I L M I N I M A L I S T
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B R A N D I N G

If the candle company’s unique benefit is to help
customers increase productivity through the power of
aromatherapy, there are a range of directions we could
take to create a powerful slogan.
One could be ‘Kindle Productivity’.
Kindle is word which relates to candles (the brand’s
product) as it can mean to ‘light or set on fire’.
But on the other hand, Kindle can also mean ‘arouse or
inspire’, so in just two words we have created a clever
slogan which suggests the product can enhance your
productivity.
It’s as easy as that.
S T E P 3 : R E F I N E U N T I L M I N I M A L I S T
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B R A N D I N G

The last stage is to bring together your ideas and being
completely honest with yourself.
Which slogan ticks the three key rules all great slogans
should follow best?
Revisit the rules and take some time making your decision.
If you’re really struggling to make up your mind, feel free to
reach out to us. We’re always happy to help.
S T E P 4 : W H I C H S L O G A N I S B E S T
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I’m sure you have a few slogans to choose from right now.
Each may be appealing in a certain way.
I wanted to share some key things you should think about to
help you make your decision.
S O M E K E Y T H I N G S T O R E M E M B E R
W H I C H W I L L C O N N E C T W I T H Y O U R T A R G E T A U D I E N C E B E S T ?
W H I C H I S E A S I E S T T O R E M E M B E R ?
D O E S O N E H A V E A P A R T I C U L A R R I N G T O I T ?
C O U L D O N E B E U S E D I N A M U S I C A L S E N S E ?
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Everyone remembers the McDonalds slogan I’m Lovin’ It.
Why?
Because they created catchy audio signatures and jingles to
help it be perceived as fun and engaging.
Do you need to hire Justin Timberlake to write a jingle for
your slogan?
Most certainly not.
But creating a musical version of your slogan to be used
throughout advertising materials is certainly going to help
customers recall your slogan more readily.
B O N U S : C A N Y O U C R E A T E A M U S I C A L V E R S I O N O F Y O U R S L O G A N ?
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B R A N D I N G

If you need any further support, please don’t hesitate to get
in touch with us. The Brander team is always here to help.
We hope this
helped you!
B R A N D I N G

Brander Slogan Creation Guide

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