Discussing brand slogans (2023 edition)

What is a brand slogan? What is the role of a brand slogan? How to write a brand slogan? This article gives the answers.

There are three main points in a brand slogan: connecting the past, linking the middle and ushering in the future.

The connection between the above and the implementation of the brand value proposition communication is the next step, which is the simple, direct and efficient expression of communication with consumers . The middle is the core output of brand strategists.

Next, we interpret the brand slogan from a strategic perspective.

1. What is the brand slogan?

Before talking about brand slogans, let's first look at the original meaning of slogans. Slogans are short sentences that have programmatic and agitational effects and are used for verbal calls.

Therefore, the concept of slogan itself must include two main points: forward is the guidance of the program, and backward is the agitation of dissemination.

To understand the brand slogan, you need to pay attention to five key words: brand, communication, encouragement, long-term, and management.

1. The root is the brand

The brand is the outline of the slogan, and this prefix determines that the slogan needs to be placed in a specific box.

The brand here refers to the brand value proposition, and consumers buy the product value. Therefore, the brand slogan is first the brand and then the slogan.

2. The purpose is communication

The slogan is the expression of the brand, and this suffix needs to place the brand's point of view in the context of communication.

If the brand value proposition of the former is "say it right", then the slogan is "say it well" in communication. Saying it right means considering the business model, and saying it well means determining the target group and studying consumer insights.

3. Demand is agitation

In order to make communication more efficient, effective expression is needed, which should be provocative and add icing on the cake to create momentum.

For individuals, this push is not only the understanding layer of information, but also the touching layer of content, and it can even trigger individuals to share spontaneously to spread it to more people.

4. The cycle is long-term

Repetition is the essence of communication. The repetition here refers to both the number of times the media reaches it and the uniformity of the information content.

Therefore, only long-term consistency in the brand slogan can ensure the efficiency of communication.

5. The key is management

As the guiding slogan of communication, the brand slogan is equivalent to the root of a big tree, which determines the branches and leaves that grow out.

It is also equivalent to a yardstick, which is used as a standard to measure and judge other communication outlets.

Therefore, we define brand slogan as: a short sentence that conveys the brand value proposition and drives consumers to make decisions in a long-term and provocative manner.

Of course, the long-term nature of a brand slogan is not static. The company's stage and market environment are different, and it also needs to be adjusted and optimized to a certain extent according to the company's strategic direction.

2. What is the use of brand slogan?

A good brand slogan should effectively serve the brand strategy, mainly solving four major problems: correctness, efficiency, assets, and leadership .

1. The right question: value delivery

The meaning of strategy is to do things right first and then do things well.

The brand slogan is to drive consumers to place orders. It needs to meet consumer needs, and the satisfaction of needs must provide meaningful value.

2. Efficiency issue: Memory level

Communication also follows the logic of reducing costs and increasing efficiency. Talk less, invest less and do more communication.

At the communication level, if you can only say one sentence to the user, what would you choose to say? If the user can only remember one sentence, what would you want him to remember?

3. Asset Issues: Brand Equity

Brand assets mainly include three key points: brand awareness, brand association, and brand loyalty.

Being remembered increases brand awareness, sensationalism gives the brand positive associations, and consistency in values ​​strengthens brand loyalty to a certain extent.

4. The question of leadership: dissemination of guidance

Brand slogan plays the role of brand strategy communication.

Strategy is about choosing and giving up. Choosing a brand slogan means choosing the direction of the information, and of course giving up other directions, and using it as the standard for communication outlets for other nodes and forms.

3. How to write a brand slogan and give examples?

Although some companies have changed their brand slogans, we mainly discuss the brand slogan itself, not just the current slogan.

1. Directly present the core selling points of the product

Be straightforward and extract the brand slogan directly from the product selling points.

• Pinduoduo: Buy together to get a bargain
• JD.com: Fast, Good and Cheap
• Nongfu Spring: Nongfu Spring is a little sweet
• Feihe: Freshly extracted active nutrients are more suitable for the physique of Chinese babies
• Meituan: Meituan’s food delivery service is fast
• Alibaba: Making it easy to do business anywhere

2. Usage scenarios + product instructions

There are four key points in product strategy: users, scenarios, problems, and solutions.

Our products can solve different problems in different scenarios. This is a simple, direct and efficient way of thinking, and it is a logic that allows consumers to form conditioned reflexes.

• Wanglaoji: Drink Wanglaoji if you are afraid of getting angry
• Six walnuts: Drink more Six walnuts if you use your brain frequently
• Alipay: Pay with Alipay
• Melatonin: I will not accept any gifts this year, I will only accept Melatonin
• Lanxiang: Which excavator school is the best? Lanxiang is the best in Shandong, China

3. Brand spirit communication

Brand spirit is not simply about talking about corporate values, but the thinking logic of product development.

Because of certain values, companies can produce products that are more valuable to consumers. Consumers pay for the product concept under this brand spirit.

• Apple: Think Different
• Haier: Sincerity forever
• Google: DO not beevil
• FOTILE: Great because of love
• OnePlus: No compromise
• Wuling: Salute to every generation of strivers

4. Hot-selling certificate of trust

The best-selling certificate of trust not only dispels consumers' purchasing concerns, but also reflects the quality of the brand from another perspective.

• Bull: 7 out of 10 Chinese households use bulls
• Bear Electric: Small home appliances favored by young people

Summarize:

The brand slogan is the implementation of the brand strategy. When it comes to conveying information, accuracy is far more important than being witty.

Having a brand slogan is just the beginning of communication; a series of practical marketing initiatives are also needed.

Author: Zang Feng

WeChat public account: Strategy person Zangfeng (ID: clrcf2020)