19 Feb
Entrepreneurs should put a lot of thought and time into creating their brand descriptions. Brand descriptions or slogans are one of the timeless aspects that define your brand. However, many fail in coming up with a memorable slogan. And that reflects your brand in general.
Having a compelling slogan is beneficial for brand recognition and customer demand. But what should go into excellent brand descriptions? Here are four components you must remember:
- Memorability
- Key benefit
- Differentiation
- Positive connotation
If you haven’t decided what your slogan is, here are 10 steps to creating killer brand descriptions that stand out.
1. Create your logo before brand descriptions
Don’t decide on brand descriptions without creating your logo first. Your slogan should go in tandem with your logo. That said, ensure that the description is relevant and conveys your overall offer, personality, and benefits. One look at your slogan, and customers should be able to tell what you’re offering. The same applies to your logo. Both should be able to stand alone without the other but should equate when put side by side.
2. Determine your target audience
Narrow down your target audience. Your brand description should communicate with your audience. One misuse of a word can shun customers. For instance, if your target market is local, then try using some words or jargon popularly used in your area. If you have an international market, make sure the slogan doesn’t offend other cultures.
3. Think it through
After knowing all the rudimentary details, take time to create brand descriptions that sell. The best ideas always take time. Jot down a couple of slogan ideas. See what works with your logo and the rest of the branding details. Even seasoned copywriters take time in creating copy that is timeless and memorable. So don’t rush this process.
4. K.I.S.S.
Keep it short and simple. Brand descriptions or slogans shouldn’t be more than 10 words. You want to make customers remember your slogan for top-of-mind awareness. So it’s recommended to keep it short yet compelling.
5. Integrate humor
If you go through several slogans, there are only a few that will stand out. These slogans are funny, captivating, and will stick with you no matter what. If you want a memorable slogan, integrate humor. If you have a formal branding, incorporate wit or puns instead.
6. Focus on a key benefit
Figure out what your unique value proposition is and leverage on that. Brand descriptions should tell what the brand offers the moment customers read it. Think about what makes your brand unique or what unique benefits you have.
7. Don’t oversell your brand
Never exaggerate, or else, you’ll turn people off if you don’t deliver. Experts suggest staying away from including these words in your slogans:
- Best
- Only
- Number 1
These words are so cliche and don’t mean anything, as most brands use these to describe themselves. Be honest and never oversell your offers.
8. Make it scalable
Always anticipate scalability when running your business. Your aim is for your business to expand, and your brand descriptions should stand the test of time. Ensure that it suited your brand when it started and will suit your brand when it becomes a multi-million dollar corporation.
Denny’s started with the slogan, “A good place to sit and eat.” But this line seemed too vague and general for any diner for that matter. They then changed it to “America’s Diner is Always Open.” This line implies that the fast-food chain is America’s go-to when it comes to comfort food.
9. Create an absolute description
As mentioned, brand descriptions should stand on their own. Make sure it can serve its purpose even without accompanying elements like logos or product images.
10. Give it the right rhythm
Having a good slogan rhythm is better than having none at all. Give it a good tone or rhyme so people will remember it once they hear or read it. People’s brains remember rhymes more because of the sound that links to humans. Plus, rhyming brand descriptions sound more unique.
10 Examples of Excellent Brand Descriptions
Here are a few of the world’s most popular brand descriptions.
1. Nike “Just do it”
There is nothing more fitting than a sports apparel brand that encourages people to be more active. This three-word slogan might be succinct, but it expresses the brand’s passion in a lot of different ways.
2. Dollar Shave Club “Shave Time. Shave Money”
One look at this slogan, and you know what the company offers. The brand hits two birds with one stone by dwelling on convenience and affordability. The pun is also a nice touch!
3. M&M “Melts in your mouth, not in your hands”
Rich and delectable are two words to describe chocolate. And M&M’s wanted to paint a picture within their audience that their chocolate is unlike others. The shell naturally melts in your mouth, giving you a delightful experience.
4. Uber “Move the way you want”
Uber rebranded their slogan from ‘Everyone’s private driver” to “Move the way you want.” The latter is undeniably more inclusive, relatable, and friendlier.
5. Kellog’s Rice Krispies “Snap! Crackle! Pop!”
Just reading Kellog’s brand description already wants to make you pour a generous serving in milk. This is the perfect example of integrating rhythm into your brand descriptions.
6. KFC “Finger lickin’ good”
This slogan was coined after receiving a call from a woman complaining about a man licking his fingers after eating KFC’s fried chicken. And this three-word slogan implies one thing — the chicken is just finger-licking good!
7. Apple “Think Different”
Apple is a brand that revolutionizes everything about technology, communication, and user experience. The brand has always set the bar high, making sure they release novelty products and high-tech features. And in only two words, their slogan depicts the overall brand personality and vision.
8. California Milk Processor Board “Got Milk?”
CMPB wanted to offer milk as a healthier drink alternative. And this line is fitting to remind consumers if they have a stock of milk in their refrigerators or counters.
9. Pringles “Once you pop, you can’t stop”
Here’s a perfect example of a rhyming slogan. And everyone who has tried Pringles can attest to how addictive the chips are. Once you pop open that can, you’ll be able to finish the entire stack!
10. McDonald’s “I’m Lovin’ It”
The fast-food giant wanted to serve tasty and convenient comfort food. Over time, McDonald’s has become a go-to chain for those who want quick and affordable food. You can very well say that you’ll love every bite, as expressed in McDonald’s slogan.
