If you take a moment and think about the most memorable marketing slogans. Whether it's the “Just Do It” phrase associated with the Nike brand or the “No Fear” franchise, these approaches bring together some common factors. They are catchy, easy to remember and attract a wide audience. However, the simplicity here is a kind of deception. It takes a long time to create a successful slogan and psychology plays an important role. While many articles address concepts such as the power of targeted SEO and proper big data analysis in the process, few have touched on how the human mind works in relation to a slogan. This concept is analyzed here so that you can better understand what is happening from an organic point of view.


The Concept of "I" in the Online Advertising World It should be obvious that slogans are meant to resonate with the reader or viewer. However, we must admit that each person is different. The main concept is to bridge the gap between different personalities and create the slogan “one size fits all”. This seems a bit counterintuitive as the concept of self is in direct contrast to the top-down approach. Or is it not so? Business owners need to be able to find a balance between personality and crowd. To achieve this seemingly impossible goal, you first need to thoroughly understand your audience. To do this, it is worth going back to Nike's mantra "Just do it" to understand this point. The phrase "Just do it" is associated with a younger and more active crowd. He appeals to those who seek to "grab life by the horns" and be the master of their own destiny. This is probably the reason many don't see some retirees buying the latest pair of Nike trainers. However, the term “Just Do It” is still quite general. It does not imply focusing on a particular age group, location or gender. That's why he's attractive, timeless and so memorable.


The power of three simple words should never be underestimated. Therefore, it is reasonable to assume that the most appropriate slogan for a business will take time and understanding. This is why brainstorming is one of the most powerful tools in a company’s arsenal. There is also nothing wrong with developing multiple options and presenting them to a test audience for feedback. Mistakes can and will be made. First of all, an understanding of the very human influence that must be considered when creating a slogan is necessary from the very beginning. Although there is no “I” in the team, “I” is definitely involved in creating a catchy slogan.


The Experimental Process Now that you have a basic understanding of the role that psychology plays, how can you start experimenting with your own brand identity? It is advisable to start by finding the most relevant keywords related to a specific business. It's relatively easy thanks to online tools like Google Analytics. You can also look at your closest competitors to better assess how they have used such slogans. While they should never be copied, they can serve as a great form of outside inspiration. Now suppose the choices are filtered to a few phrases.


Now you need to take a step back and ask yourself the following questions:

• Does the slogan represent the core values ​​of this company?

• Is it easy to remember?

• Can it be used in conjunction with the current brand?

If the answers to one or more of these questions are unclear, it may be best to go back to the proverbial drawing board. Since the slogan will be associated with the company for many years, patience is indeed a virtue in the process of its formation. It is almost impossible to create a timeless and appropriate slogan without taking human psychology into account. Clients need to feel as if they are speaking directly to them and their individual needs. A top-down approach is usually not enough; especially when considering the sheer number of businesses entering the online market each month. Standing out from the crowd is more critical than ever before, and a catchy slogan can make a difference for a business.

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