How To Create A Tagline Or Slogan (Agency Process)

What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this video you're going to learn how to create a slogan or tagline with this agency process so you can create a memorable tool of real influence for yourself for your clients or for any brand that you're building now if you're new to the channel and you want to build brands that go beyond the visuals and the logo using strategy psychology and creative thinking and you're in the right place hit that subscribe button and the notification bell if you want to fast track your results make

sure you grab the pro brand strategy blueprint it's a free download and the link is in the description now i recently created a video on the best slogan examples from some of the most successful and most iconic brands in the world now this video is taken from an article i wrote which lists over 130 slogan examples to give you an insight into how big companies and big brands with big budgets use slogans to solidify their position in the market now one of the key takeaways from that video was in the defining difference between the slogan

and the tagline and when you should use each slogans are a tool to make marketing campaigns more memorable while taglines are a tool to make brands more memorable slogans have a shorter life span and often die out when the marketing campaign that it was born from finishes while taglines tend to have a much longer lifespan often staying relevant for decades and the reason that they're often confused or used interchangeably is that successful slogans often are promoted to taglines they outlive their original marketing campaign but are adopted as the overall brand tagline due to the success

of that campaign now if you want to get some inspiration for slogans then check out the video that i mentioned earlier or the extended blog post with over 130 examples i'll leave a link in the description for both of those below but when you're ready to develop a tagline or a slogan for your own business then you're gonna need some processes so let's look at the agency processes for creating a memorable and effective slogan for your own brand or for your clients number one uncover your target market so before you write a slogan you need

to define exactly who it's for now maybe you want to appeal to your entire market or maybe you want to run a differentiated marketing campaign to speak directly to a specific market segment knowing exactly who you want to appeal to is a critical step in uncovering how you want to appeal to them number two define your position so who you're targeting sets the tone for how you want that group of people to see you your brand your products your services your advantages your difference your experience or all of the above now of course embedding your

position in the mind of your audience is a long-term play though slogan that drives that position home is a valuable one number three isolate your difference the hallmark of an effective slogan is one that deposits a uniqueness wrapped in a concise and memorable phrase that's easy on the ear the short and catchy nature of the slogan is the trojan horse though the uniqueness wrapped inside is where the real influence lies when you're clear on your difference you can add weight to your slogan number four create a word map so armed with your audience their desires

your position and your unique difference you have the seeds for an effective slogan though don't expect something iconic to just jump out of the page this actually takes a bit of work so use a mind map of word associations to find synonyms and associated words to expand your wordsmithing options now there are no bad ideas here this is a numbers game so the more words you have to work with to craft your slogan the more likely you are to create an iconic one number five distill your findings your word map is all about expanding your

linguistic possibilities to give flexibility to your slogan development but that step is all about quantity while this step is all about quality although there are no bad ideas when creating your word map that doesn't mean that all ideas should make the cut and that's exactly where quality control comes in remove the words that aren't fit for purpose so you're left with highly relevant words to work with number six make it meaningful so as you're filtering through the quality words that have made the cut you want to prioritize the weight of those words to put it

another way the first words that you want to select need to represent the message that you want your audience to remember is your product or service faster is it better is it more convenient is it a better experience what's the end result the benefit to them and what's the difference to the rest be highly selective with your choice to increase the impact of your slogan number seven make it concise now although there are some examples of slogans that are both long and memorable they are few and far between as a rule of thumb beyond five

words every additional word reduces the chance that your slogan will be remembered so as you sit down to write your slogan think of your words as currency you have five words to spend and beyond that you're in debt number eight make it catchy the first job of the slogan is to be remembered if it's too hard to remember then it doesn't matter how much meaning or value is wrapped up inside it will be quickly forgotten only if it's catchy and easy to remember does the weight of the difference and the value have a chance to

embed itself in the mind of the audience so use phonetically appealing words that dovetail with and complement each other so it rolls off the tongue with minimal effort and maximum effect now within any strategic brand there are many different tools used to grab the attention of the audience deposit meaning in their mind and ultimately influence first their perceptions and then their decisions the slogan is one of the most effective ways to leave a lasting impression with your audience as to why they should remember your brand your product your service or your overall experience so take

the time to define exactly what you want them to remember then design a concise and catchy selection of words as your tool of delivery if you want to learn the professional agency processes to produce highly memorable and effective slogans then this video will help you out until next time brand like a master and I'll see you in the next video