For a slogan to be empowering it has to be memorable. The slogan should also touch the reader emotionally and have a personal impact. To write empowering slogans, you need to understand your target audience thoroughly. If you know your target audience, you can write to what moves them, motivates them and matters to them.
Research Your Target Audience
Researching all aspects of your target audience can help you understand what is empowering to them. This could include education level, spending habits, family values, average levels of debt and income, and typical pastimes and extracurricular activities. By leveraging this data against what your company offers, you can begin to unravel how your company's products or services benefit your target consumer, and from there how to translate that into a slogan that speaks to this need.
Making the Slogan Memorable
According to Inc.com, slogans need to have rhythm, rhyme and a ring. This helps the slogan itself be memorable. An empowering slogan not only needs to resonate with consumers, but also stay with them. Having patterns of rhythm and rhyme help keep it in the minds of the consumer. Inc.com gives the example of Bounty paper towels being the "quilted quicker picker upper." This has a rhythm to it, while also using alliteration and rhyme.
How Your Product Helps
Through your research, you identified a need in your target consumer that your product fills. Inc.com advises integrating this need into your slogan. In the Bounty example, the slogan exemplifies that the paper towel is a strong (quilted) and fast (quicker) solution to a mess. In as few words as possible, translate your company's benefits and how they empower the consumer to fix or fill the need you identified.
Simplicity and Honesty
A slogan that resonates honesty can have higher emotional response in the consumer. According to WebDesignerDepot.com, a slogan shouldn't simply claim to be "the best" but instead relays in a simple and honest manner why your company is the best choice. Being honest about your company, even its shortcomings, can go a long way to earning the trust of a consumer. For example, Inc.com references an iconic Avis advertising campaign that used the slogan, "We're No. 2, so we try harder." This could connect personally to consumers, making them feel empowered and likewise encourage the likability of your company.
Michelle Barry graduated from Salve Regina University with a Bachelor of Arts in English. Since then, she has worked as a reporter for the Wilbraham-Hampden Times, an editor for Month9Books and Evolved Publishing, editor and has spent the past seven years in marketing and graphic design. She also has an extensive background in dance.