The Art of Creating a Catch Phrase

Creating a memorable catchphrase or slogan is not an easy task. You want your catchphrase to grab your audience's attention. The most popular slogans use only a few words. Nike's famous "Just Do It" and Wendy's iconic "Where's the Beef" are good examples. The following are a few tips to help you overcome the pitfalls of creating a lasting slogan.

Start with what you know best. What are you promoting? What does your business or organization do? Start with a list of strengths and features. How do you differ from your rivals? What makes your business stand out?

Polonius (a character in the William Shakespeare play Hamlet) says, "Brevity is the soul of wit." With this in mind, your catchphrase should include no more than seven words if possible. Shorter is better. A concise message is easier to remember.

Keep your message in line with other branding. Your catchphrase should not distract from your logo and other advertising. Your slogan should be consistent with your values and business image. The phrase should coincide with the impression you want to present to customers.

Include labial sounds whenever possible. Labial sounds are consonants that include both lips or the bottom lip and upper teeth to articulate. Examples include f, p, b, m, v, and w. Lateral sounds such as t, d, n, s, l, and possibly r can also be impactful. These sounds make a phrase more memorable. Just Do It! Where's the Beef?

Focus on your audience. What phrase will sound catchy to your customer base? The message should resonate with your target market. Humor can be incorporated when appropriate. For example, a Hand Specialist whose slogan is You Can Count On Us.

Once you have crafted a catchphrase you are happy with, test the phrase with family, friends, and employees. Try variations of the expression to see if one version garners more attention. Slogans should be resilient; however, it is not uncommon for the message to evolve in response to changing markets.

Your catchphrase should be more than just a description of your business. It should offer a message that is hard to forget. Your slogan should be symbiotic with other marketing. Crafting a catchphrase may be difficult, but with a little effort, it can be rewarding.