Tips & Advice - Advertising Slogans & Taglines

The Purpose of Slogans

By July 24, 2013 February 24th, 2020 No Comments

The first question a slogan maker needs to ask is what is the purpose of this tagline? The writer needs to know what objective that the entrepreneur is attempting to achieve with the phrase.

The purpose of marketing slogans is to sell products or services. An example of such a tagline is “we have the best prices in town.” Yet not all catchphrases are designed for marketing purposes.

Slogans and Philosophy

Another popular class of slogan sets forth an organization’s philosophy or code of ethics. A classic example of this is Google’s “Don’t do evil” catchphrase which demonstrates the organization’s commitment to ethical behavior.

Such slogans actually serve a dual purpose to publicize the organization’s philosophy and to set it apart from competitors. Therefore there is a marketing dimension to these taglines but it is secondary to the ethical or the philosophical statement.

Something to watch for when you write marketing slogans is to make sure that they do not contradict the organization’s philosophy or code of ethics. A business that is seen to be saying two different things at the same time will be seen as hypocritical and deceitful.

How to Start Designing a Slogan

The first thing that you need to ask yourself when sit down to write a slogan or set up a slogan writing contest is: what is the purpose of this tagline? If you cannot answer that question you’ll be wasting your time and effort.

Worse you could harm your organization by putting out a slogan that contradicts its statements or purposes. Many slogans including some for giant corporations seem to serve little or no purpose.

Even worse are slogans that sound good but serve no purpose. A meaningless slogan will be a waste of time and money even if it sounds good.

A great way to determine the purpose of the slogan is to write your goal down on a piece of paper. Then sit down and try to come up with a tagline that achieves the goal.

The Goal Determines the Slogan

Once you have a goal you can design a slogan writing contest around it. If you want a successful slogan you’ll need to have a clear cut and concise goal.

An example of this might be: “I want the public to know that my business has the lowest prices on this product in my area.”

The entrants in the contest will then have a clear cut goal to strive for. They will know that you want to tell the public that you have low prices. The writes will also know that you want to emphasize the prices in the tagline.

So why not sit down and write up some goals or a goal you want to achieve. Then build a slogan writing contest around those goals. Those goals can be simple or noble ones. Even a vague goal can be better than no goals.

A vague goal might be: “I want to set my business apart from my competitors.” Truly creative writers can make a slogan based on even the vaguest goals but they cannot create a slogan based on no goals.