What is a slogan?
A slogan is a short advertising phrase or motto that serves to strengthen brand awareness and support the promotion of products or services.
What is the purpose and structure of a slogan?
It can take various forms, but usually consists of two to five words. The shorter it is, the more effective it is. The text can be in the form of a rhyme, but it doesn’t have to be. However, today’s rhymed slogans may come across as clichés. The goal of a slogan is to grab attention right from the first contact and evoke interest in the brand. It should be easily memorable and automatically associated with the brand or product.
Types of slogans
Slogans can be divided into descriptive and associative:
Descriptive slogan directly explains what a specific product or service offers. This type is less original but can be very effective for new or lesser-known brands that need to clearly communicate their offering.
On the other hand, associative slogan expresses an emotion or feeling that the product evokes, and this is particularly effective in the case of established brands that already have their loyal customers.
Slogan and its role in branding strategy
It serves a similar purpose as a logo, but in written form. It is an integral part of the brand's identity and should be original, representative, and concise. Ideally, the slogan perfectly reflects the brand's values and creates an emotional and visual impression that remains in customers' memories.