How to Create a Winning Advertising Slogan

I've been involved in the creative side of advertising for about a decade. Most of my work has been for large local and regional companies with a few national campaigns mixed in. Making TV commercials and pitching to clients is interesting work but being asked to come up with a slogan - a new branding statement - is arguably the most challenging and enjoyable project to tackle. Here's how to come up with a killer slogan that will make you the toast of the office...at least for a few days.

Instructions

Difficulty: Moderately Challenging

Things You’ll Need:

• A Client
• Legal pads & pencils
• A Computer

1. You need to define where your client wants to go with this new slogan. What is their unique selling position - what are they best at? The best slogans are clever but concise, have a double meaning that gives a deeper understanding of the company and, of course, a slogan must be memorable by everyone who hears it.
2. Once you've defined the client's goals and researched their company then you must get to work. Here's the hard part. Most jobs can be tackled head on...but it takes time (and some magic) to create a slogan. The client would do it for themselves if it was easy. You can't just say "Joe's Pizza...The Best Around." It sounds generic and not all too authentic. You need to focus on their uniqueness and strengths and kick something out that connects to them but that is also simply poetic.
3. Make a list of key words for this client on a legal pad and start brainstorming about a possible slogan. Make sure that everything that enters your mind makes it onto the page. You never know what form a great idea will take. Often times your early instincts are best so hold onto all this - this is your commodity.
4. If this is a company-wide challenge be sure to share ideas with others. It's not just that teamwork is a good idea (it usually is) but it's possible that you might just get the spark for which you were looking. There are many great writing teams in Hollywood because writing with two brains is often better than working alone.
5. Start entering your finalists onto a computer. It's as if the really good ones are graduating to the digital world. Start polishing them around too. A good trick is to take a tired cliche and make it fresh. Using the software "A Zillion Kajillion Rhymes and Clichés" is a good place to start. You supply the key words and it kicks back clichés that can be modified for your purposes. Try it.
6. Now get ready to present your finalists to the key decision makers in your company. Make sure your delivery is clean and bright. You only have one shot to make a first impression - seriously. One slogan I created (which saved our agencies biggest account) was heralded by the agency owner in about 3 seconds. Weeks of work went behind it to save the account - and it did just that. These eureka moments do come - I've seen them first hand...
7. When you finally decide on the main slogan (have a backup or two but that's all) then it's time to pitch it to your client. Present it simply but don't be afraid of surrounding it with some fanfare. Just make sure it deserves the fanfare or you could fall flat on your proverbial face. A good slogan is self-evident and has to stand on it's own. You can prop it up a bit but that has to be right from the start - no second chances here. Good luck - Just Do It!

Tips & Warnings

• Keep it short and sweet
• Keep it positive
• Funny is okay for campaigns but not usually the way to go for slogans