A Slogan to Remember
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I’m currently working with a small business on a company rebrand, and today I was focused on creating a slogan/tagline. It got me thinking - what makes a company really stand out and what’s my process to create something truly memorable?
Brainstorming & Collaboration
My workflow for tagline and messaging creation differs greatly from client to client. Sometimes it’s a month-long brainstorm with key stakeholders in their office; other times I’m left to fly on my own and come back with something interesting, unique and downright brilliant. No pressure, you know?
With my current client, I’m flying somewhat solo, so Google has been the ultimate collaborator. I’ve found myself searching all types of keywords to get a little inspiration - there’s no shame in looking at what other companies in the industry (and out of the industry) have created. This gives you an idea of what’s out there and starts those synapses firing. It also helps you understand what taglines to avoid, in case you have the same brilliant idea as another writer (or the sneaky tagline has lodged itself in your brain without you realizing!).
Three Steps to Creating a Slogan
Even before I consulted Google, I took a look at the brand workbook I had the client fill out which includes answers to questions I outlined in the 5 Brainstorming Exercises blog from last week. I organized the content by keywords and key messaging phrases and highlighted recurring themes and words that struck a chord with me as interesting and unique.
Then I turned to Google and looked at taglines that companies within the client’s industry used. Understanding how the competition or just brands in a similar field are marketing to consumers is very helpful as I begin my own brainstorm. And remember - not all taglines can or need to be “Just Do It” or “Can You Hear Me Now?” Do what feels right for your brand - if you’re true to your brand, the slogan will be memorable!
Now comes the fun part - brainstorming. Start taking those words and combining them into catchy, interesting phrases! Use these tricks to get started:
Challenge yourself to make phrases that are five, four or even three words long.
Take adjectives or nouns and turn them into verbs, and vice versa.
Use the thesaurus! Make a list of synonyms for all the words that you’ve highlighted and see if any of them fit better than the original.
As an exercise, take a few of your favorite taglines (industry-related or otherwise), and substitute your words in their phrase. This will urge your brain to think in different ways and get you out of your rut.
Build the same phrase over and over with different synonyms.
Come back next time for a look at different types of slogans / taglines that companies use, along with some of my personal favorites.