I’ve already written before about tag lines, or brand slogans. To put it briefly, a successful tag line is similar to a chat up (or pick up) line: it triggers interest and the “chattee’s” wish to explore the “chatter” further, without giving away too much information about the “chatter”. You can also think of it as your tiny elevator pitch: it gives enough clues for what the product or service is about, triggering further interest to discover more.
Giving your tired brand a catchy tag line can sometimes revitalize your business, and spark the love of more fans.
I’ve already shared my list of criteria for a successful tag line, check out the blog post What’s your brand’s slogan?.
But what is actually the process, or technique, of coming up with a juicy brand slogan? True, sometimes you’d come up with an amazing tag line (or even a company name) in your dream, or while jogging in the park, but it’s of course difficult to rely on these strikes of genius. There is, however, a bit of a nerdy nerdy way forward:
1) If you are a brand and marketing nerd, do a proper brand audit of whatever brand you are working on. Shake up the old stuff, and see what has been done to the brand in question in the past. Ask questions. Challenge.
2) If you not a marketing nerd, then you gotta find one to help you with this task.
3) The brand audit will be a good preparation before you start crafting a new brand concept, based on some concrete data about your consumers, and/or making assumptions where necessary.
4) Identify the main brand values of your freshly baked brand concept. Some companies come up with as many brand values as possible, but my advice is to keep a number of brand values to maximum 3 (this number can of course change depending on a concrete brand in question!).
5) Brainstorm a catchy brand slogan based on the identified brand values. You don’t have to be direct and declare to the world that your car brand is “all about cars”. This is something that your potential customers will find out anyway. Instead, flirt with your customers and communicate in a fun and intriguing way — after all, you want to build a funky brand, right? Maybe your cars are all about giving the sense of being ultra-funky, and contemporary in an urban environment. Or, they can give us a sense of freedom each time we drive across the fields. In this way, the word “car” might not even show up in your brand slogan at all!1
There aren’t actually any exact rules of how to organize a brainstorming session. It’s really not exact science, and each brand consultant will have her own set of creative boxes to tick to come up with a brand slogan.
In the case of SCHMOOZY FOX, we combine the necessary knowledge of business and brand strategy with creativity and the knowledge of linguistics. The latter helps us to make sure that your brand name and brand slogan don’t sound strange in the countries where you operate, and that the subtle associations with the desired brand values are evoked by carefully selected words.
- After all, Just Do It doesn’t have the slightest mention of “sneakers”! [↩]