Jo Duncan

Write the perfect slogan, in 5 easy steps

Whatever you’re doing, you will need a strap line to support marketing and web content. Whether it’s brand guidelines, a mission statement, or a traditional slogan to refer back to as your organisation grows, here’s 5 steps to get you there.

  1. Uncover your strengths

To start with, draw a Venn Diagram. Label one side ‘Benefits’ and the other side ‘Strengths.’ Fill the bubbles with as many words as you can think of that describe the product or company, how others see it, how you view it yourself.

Think about what you’re good at. What are the tangible benefits of purchasing this item? The bit in the middle is the key. Whatever you’re best at, and is marketable, should be the crux of your new slogan.

2. The first attempt

Using the words from the middle of the Venn, write a really long sentence that describes what you’re offering to the marketplace. Think about your audience, what they will gain and simple truth of what you’re selling.

3. Keep it short

Now reduce your sentence by 20%, then repeat this twice. Leave yourself with five, or preferably just three words. These should honestly reflect what you do and one key benefit. You can connect these words together in the next step.

4. Take a break

Take a break from the project for a few hours, and do something completely different. Imagine you’re marinating something – it’s best leave it overnight in the fridge. When you come back to it with fresh eyes, the chances are you’ll realise it’s in the wrong order, it’s too lengthy or it just doesn’t hit the nail on the head. If this happens, start again.

5. The final bit

Turn your words into a short statement, by adding punctuation or one connecting word. Try to keep it as short as possible. To discover if it’s really right for you, print off a logo with the text next to it, and show it to someone else. Their reaction should tell you everything you need to know.

Find this useful? I’m keen to work with all sorts of businesses for new writing challenges. Give me a shout for a free consultation.