Does your brand need a slogan?

[shukla7789]

As a strategic planning and branding professional , I would say yes; as a consumer, I would say definitely. As a consultant, I would say without a doubt. As a teacher, I would say start building one now. Finally, as a book author, I would say that none of my books say anything contrary to what I said above.

A slogan is the synthesis of what your brand does, it is the phrase that unconsciously connects people to your brand, it is a link between what people expect versus what your company promises to do or be.

Branding 's mission is to create an emotional connection between people and companies; having a slogan is like Waze for this connection: it shortens the path and takes you faster to this love.

Who doesn't want to buy a computer or watch from a brand that self employed database differently? Who doesn't feel more comfortable spending 300 thousand reais on a car that is the best or nothing? Wouldn't you live better in an apartment that is more construction per square meter?

When you open a soda, do you open happiness? When you buy a TV, do you feel that the brand is completely dedicated to you? And when you buy an SUV, do you feel that the car is a legend?

Apple, Mercedes-Benz, Tecnisa, Coca-Cola, Casas Bahia, Mitsubishi Pajero. These were the brands mentioned above and I'm sure that at least 3 of them you guessed right when you read the slogan – which you recognized – in the middle of the sentences. You just went through a little experiment that showed the importance of having a slogan.

Their slogan, which is often their brand positioning , is so strong that just by reading it, we already know which brand we are talking about.

Are you thirsty? Thinking about changing your TV? Remembering a Mercedes you saw on the street? This is one of the strongest reasons why your company needs to have a slogan.

Slogan x Positioning
A question I always answer when the subject is positioning is the difference between slogan and positioning and I say there is none, for the simple reason that slogan and positioning can be the same phrase.

“The art of writing” is the art of writing. This is the slogan of Montblanc, the brand I admire the most, along with Mercedes-Benz and Coca-Cola. Montblanc has positioned itself as a luxury brand in writing, which has expanded into fashion with glasses, bags, wallets and perfumes. Perhaps in this case, the positioning and slogan are not the same, but they are extremely connected.

When Omo positions itself as “because getting dirty is good for you” it gains a territory that no other washing powder has, where it shows that a dirty child is a happy child. In my view, this is a brand positioning that has become a slogan.