3 Clever Ways To Incorporate Your Brand Slogan on Packaging
Your customers associate customer experience with your brand. However, customer experience is about more than just offering stellar customer service — your customer experience includes your branding and marketing as well.
In branding, creating the most effective and impactful experience requires consistency. One way to do this is by having a strong brand slogan that you incorporate both across your digital presence and in your marketing efforts and on your products and packaging.
Why Include a Catchy Slogan on Your Custom Boxes?
Think about one of your favorite brands. What is their best-known tagline? If you know it off the top of your head, they’ve done a good job.
The best slogans:
- Stick in a customer’s memory
- Set you apart from the competition
- Contribute to your brand identity
Many large companies are synonymous with their slogans and ad campaigns. Effective advertising slogans evoke the voice you are trying to portray through your brand. From witty to steadfast, it all depends on what's right for your business.
You don’t have to be Toyota, Apple, or Mastercard to have a memorable slogan. Keep reading for more on why you should include a catchy slogan on your custom boxes and some iconic examples.
Slogans Stick in a Customer’s Memory
Association is everything. If you can get a customer to remember your brand, you’re promoting your chances of retaining that customer.
Consider these slogans from household brand names:
- L’oréal: “Because you’re worth it”
- Nike: “Just do it”
- Bounty: “The quicker picker upper”
- Verizon: “Can you hear me now?”
- Coca-Cola: “Open happiness”
- Maybelline: “Maybe she’s born with it. Maybe it’s Maybelline.”
- Apple: “Think different.”
When a customer is walking through a store and trying to make a decision, they are more likely to choose a brand that they recognize. When it comes time for a customer to make a decision between those brands and their competitor, they will go with what they know.
Of course, this means you must highlight your branded content, logo, and slogan in your products’ packaging. Indeed, the best packaging design can improve your brand image and entice customers to buy your products.
Brand taglines build trust and recognition, so including one on your custom boxes is a little touch that will go a long way.
It Sets You Apart From the Competition
There are so many businesses out there, so the more you can help your business stand out from the competition, the better chance you have at growing.
Consider this: you’re on a road trip and it’s time for lunch. The exit sign shows there are three fast-food restaurants coming up. You see the logos and immediately associate them with their company catchphrases.
You think to yourself, “McDonald’s — I’m lovin’ it.” And then, “Burger King — Have it your way.” And finally, “KFC — Finger-lickin' good.”
Each of these catchy taglines is doing something different for its company.
Do you want to love what you eat? McDonald’s.
Do you want to customize what you eat? Burger King.
Or do you want to be licking the deliciousness of your fingers after your meal? KFC.
The slogans have pulled you in. They’ve set themselves apart from each other. You’ve got a decision to make. Who will win this competition?
Looking at slogans through the lens of competitive differentiation can help to think in terms of a few essential questions:
- What market is your brand in?
- What products or services do you offer that help you stand out from competitors in your market?
- What language do your competitors use in their slogans?
- How can your slogan highlight the differences and focus on your brand's unique product or services?
It Adds to Your Brand Identity
When a customer receives a box with your slogan, they should have a better understanding of who your brand is as a whole.
When creating a company slogan, keep in mind:
- Your target audience
- The message you want to convey
- How you want to serve them
Disneyland’s slogan is “the happiest place on earth.” Disneyland’s whole brand is fun and magic and happiness. Their slogan conveys that message and tells Disney’s audience exactly how they want to serve everyone.
Tips for Creating Slogans and 5 Brand Slogan Templates
Tips for Creating Slogans
- Know what you’re going for. Figure out your brand's niche and how you can market your ability to fill it. Ensure that you understand your target audience and the kind of language that appeals to them. Additionally, you must keep your brand voice in mind — your slogan should be an extension of your brand, fitting your values and existing marketing strategy.
- Don’t Overdo it. You’ve got a lot to talk about regarding your brand; however, your slogan must be more condensed than your elevator pitch. How can you capture your unique products or services, inspire audiences, and keep it to a single phrase? Focus on the immediate feelings you want to generate in your audience and associate with your brand; if it makes sense, tie in your main product or service.
Five Slogan Templates
Think of these five slogans as a template or a starting point. You can plug in your brand name or something specific to your brand and make it your own.
- Nice To Meet You.
- Treat Yourself.
- Your Day Just Got Better.
- Good for the Planet and for You.
- Thanks for Choosing Us.
When your customers open a package with a greeting from your brand, they will remember that little extra touch.
Where To Place Slogans in Packaging
When it comes to branded packaging, the placement of your slogan is key. You want it to stand out and catch your customers’ attention. However, depending on the goods you sell, the ideal place to include your slogan will vary.
Outer Packaging
Placing your slogan on the outside packaging is best for products you’ll find in retail stores. Your slogan can entice customers to purchase your product on unrelated shopping trips. Featuring it on the front of your packaging is a great idea.
Additionally, placing the slogan outside can be an excellent touch for eCommerce products. For example, a slogan placement on packaging flaps can generate excitement about your product — and your brand — that enhances the experience of opening your product.
Inner Packaging
Inner packaging is excellent for all kinds of products, but it won’t necessarily drive sales. Instead, including your slogan inside your packaging (with a small branded card or by featuring the slogan on the interior packaging itself) can generate personalization and a sense of reassurance around your brand.
This can enhance the customer experience, reassuring customers that you haven’t forgotten about them after they purchase a product.
Tips for Creating Your Own Brand Slogan
1. Shopify Slogan Generator
If you’re just starting the brainstorming process for your slogan, having external help can be valuable. With that in mind, Shopify’s Free Slogan Maker can be a game changer.
Include keywords you want to have in your slogan; the generator will handle the rest. While you won’t end up using any of the slogans verbatim, the free list can help point you in the right direction.
2. Think Simple and Impactful
Keep your slogan short, sweet, and to the point. Words matter, so choose the words that say what you mean.
As an insurance company, State Farm wants its audience to know that they can be trusted and that their customers can rely on them. “Like a good neighbor, State Farm is there.” Its competitor, Allstate, says you’re in “good hands.”
Their slogans are simple and to the point but also leave behind an impact. It makes a promise and aims to build trust.
When creating your own slogan, remember who your customer is and what promise you want to make to them.
3. Make Your Slogan Specific to Your Brand
Slogans should not be vague or off-topic. That might seem like common sense, but it can be easy to fall into the trap of trying to say everything and ending up saying nothing. Further, you must ensure your slogan is true to your brand’s voice.
BMW’s slogan is “The ultimate driving machine.” The word “driving” is the key here because it’s what adds specificity. “The ultimate machine” could be a brand in any industry, but adding one keyword makes all the difference.
Additionally, BMW’s brand is all about luxury and efficiency. It would be bad for them to include adjectives like tough, rugged, or affordable. For a different example, Ford trucks (known for their durability and ruggedness) have the fitting slogan: “Built Ford Tough.”
Remember to keep your brand’s mission when drafting your slogan.
Brand Recall and Custom Packaging
When it comes to branding, it’s the little things that make a big impact. As you create your marketing campaign, keep your customer as your main focus.
Custom boxes with your business’ slogan will:
- Create recognition
- Set you apart
- Promote brand personality
Your customers put their trust in your hands when they choose your business, so make their unboxing experience the best one ever with a customized package that shows off your catchy slogan.
Sources:
What Is Customer Experience (Cx)? | Oracle
7 Ways To Make Your Business Stand Out In A Crowd Of Competitors ⎸ Forbes
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