How to write a product slogan? (2023 edition)

A good product slogan should be provocative and appeal to users.

After writing the brand slogan, many fans and friends asked if I could also write an article specifically talking about the product slogan.

Based on my past experience in product strategy for brands (equivalent to half a product manager), let’s talk about product slogans from the perspective of strategic thinking.

Article Directory:

1. Definition of product slogan

2. The logic of the product slogan

3. How to write a product slogan

1. Definition of product slogan

A product slogan needs to solve three major problems: brand level, product level, and user level.

1. Brand layer

Brand and product are the relationship between commonality and individuality. The former is the measuring line, and the latter is the landing point. The brand is the source and origin of the product. The product slogan needs to follow the root of the brand, and it is the continuation of the brand value proposition and the continuation of the brand tone. A good product slogan is recognizable and is the effective implementation of the brand concept.

2. Product layer

The essence of a product slogan is to convey the selling point. There may be many selling points, but because they need to be condensed into a slogan, you need to focus on finding the most core selling point.

Strategy is about making choices and focusing on one thing. If you only have the time and space to say one sentence, what would you choose to say?

3. User Layer

The so-called user-level thinking is to have "user thinking". If we use the FAB rule, that is, thinking in terms of features, advantages, and benefits, it is to find out "what benefits are given to consumers".

Product slogans need to be translated and communicated to find the connection points between product selling points and user buying points.

When the product selling point is determined, the user's expression may not be able to provide timely help, but it can add icing on the cake. And this clever small step of adding icing on the cake may also help the product take a big step forward.

Therefore, the definition of a product slogan is: a sentence that implements the brand value proposition, effectively outputs the core selling points of the product, and drives consumers to make purchasing decisions.

2. The logic of product slogans

1. At the category level, it is important to say

Clusters of similar products are categories. They meet similar needs of the same group of people, and the communication contexts of product slogans in different categories are different.

Categories are limited, and what they limit are specific users and communication contexts.

2. At the brand level, it’s about suitability

If the category layer is the commonality that products must follow, then the brand layer based on players requires differentiation. Some things that are suitable at the large category layer may not be suitable for your own brand. This is determined by your own genes, otherwise it would be a case of imitating others without success.

The brand must be suitable, and what is suitable is that the brand DNA and product expression are not abrupt.

3. At the product level, the core

A product may have many selling points, but you need to find the point that most impresses consumers and then expand from this point.

The core of the selling point is a strategic choice.

4. At the user level, be clever

The selling point is at the enterprise level, and the buying point is at the user level. From the former to the latter, we need to find a point of clever expression.

The product slogan is a bridge that connects the selling point and the buying point.

5. At the communication level, remember

Communication mainly solves two major problems: one is the communication efficiency at the content layer, and the other is the breadth and frequency of reach at the delivery layer.

Product slogan, solve the effective communication of information.

3. How to write a product slogan

The product slogan can basically follow the FAB thinking logic. F (Feature) is the product support point, A (Advantage) is the product selling point, and B (Benefit) is the consumer benefit point.

The overall logic of product slogans is basically "because of the product selling points, we get the consumer's interest points", but there will be some emphasis on the specific expression.

1. Because/So Logic

First summarize the core selling points of the product, and then bring out the consumer benefit points. The first half of the sentence is because, and the second half is so (the following explanation of the product slogan is to explain why I have these selling points. This is what we often call the supporting point, or RTB).

Example:

OLAY "4th Generation" Antioxidant Whitening Bottle: Anti-sugar, Anti-oxidation, Anti-yellowing, Whitening and More Delicate

PROYA Double Anti-Aging Essence: The "Third Generation" Oxygen-Glycolic Double Anti-Aging Essence is more vivid, more transparent, and brighter

Runben electric mosquito repellent liquid: scientific formula gently repels mosquitoes

Head & Shoulders Anti-Dandruff Shampoo: Refreshing and thorough dandruff removal

Feihe Xingfeifan Zhuorui Infant Milk Powder: 9 key active nutrients for precise maintenance and excellence

2. “Digitalization” describes value and increases user experience

Benefits are not described using conventional adjectives, but rather expressed using numbers that are perceptible to consumers.

Example:

OPPO R9: 5 minutes of charging for 2 hours of talk time

iPod: 1,000 songs in your pocket

3. "Time + Effect" expresses value and satisfies users' "first aid psychology"

How long will it take to achieve what results?

Example:

Estee Lauder "Fifth Generation" Little Brown Bottle Eye Cream: fades 3 colors and 4 areas of dark circles and removes eye wrinkles in 2 weeks

L'Oreal "Second Generation" Purple Iron Full Face Eye Cream: 3 weeks to reduce an average of 48 eye wrinkles

4. Use metaphors and images to exaggerate the value

Compare the interest points with a familiar concept and present the selling points in an exaggerated form.

Example:

Hansu "Red Capsule Water": Hyaluronic acid that replenishes water

PROYA "Long-Lasting Liquid Foundation": Makeup lasts for 12 hours and does not fall off at sunset

Chando Niacinamide Ampoule Mask: Instantly brightens and lasts for 28 days

5. Convey brand spirit and reflect product image

The product slogan focuses on inheriting the brand spirit and reflecting the product image, and the selling point lies in these two.

Example:

iPhone 4: Changing Everything Again

Mercedes-Benz S-Class: The world is in your mind

Summarize:

The product slogan must be provocative, and this provocation should come from the product and go to the users.

Behind every good product slogan is in-depth research and thinking about the product and users.

Author: Zang Feng, WeChat public account: Strategist Zang Feng