pairs nicely with instant brand recognition
Brought to you by The Art Of Positioning Podcast
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“Every time I read ‘Hecks yeah’, I hear it in your voice”.
That message from a mutual made me have a butt-wiggle “yes, it’s working” moment.
But that wasn’t my first clue.
People often comment with that phrase under my posts.
And when I started working with a copywriter, that was one of the first phrases she used to capture my voice in her writing.
And my clients?
They say “badass” a lot during our interactions, and honestly, I've lost count.
Point is…
It's one thing to grab attention for a second and dish out your best insights that wow your audience, and it's a totally different thing to:
😎 Get them to remember you or attach you to something so you're stuck in their mind.
😎 Influence how they interact with you.
These are your first signs that you’re building a community.
It shows when:
You make them comfortable and feel connected to you and your brand.
They quickly get an idea of what your brand stands for.
They prefer you over time because they’ve gotten familiar (which breeds trust).
Match the fun vibe they seek.
That's the power of word association.
It links you to the subconscious minds of your audience.
And do I need to mention again how being stuck in their mind is the roadmap to dominating?
But that’s barely all.
Through good word association, you get to:
🔥Distinguish your brand
🔥Encourage word-of-mouth
🔥Foster a sense of community
🔥Give your marketing campaign direction.
Of course, like many other elements that bring good results, you would need to be strategic to use word associations to your advantage.
Let’s cover what that entails today, shall we?
Certain words can evoke specific feelings, memories, and perceptions for you.
It’s why you see "luxury" splashed across a car ad and immediately picture yourself cruising down a sun-drenched coastline.
Daydreams in 4k
📸: GIPHY
Or why "home" conjures up images of warmth, comfort, and belonging.
Words can transport us and even shape our beliefs, which is why the words you choose to describe your business, services, and values impact how people perceive you.
When you use certain words in your messaging, it can create mental links to emotions or experiences.
And in case you’re wondering why you should care, know that it is one way your favorite brands shape their identity and position themselves in the market (no wonder you vibe with them, right?).
Some of the fun ones include the likes of:
Nike: "Just do it."
McDonald's: "I'm lovin' it."
Gary Vaynerchuk: "Crushing it."
Conan O'Brien: "Conan is here!"
Gordon Ramsay: "Idiot sandwich."
Richard Branson: "Screw it, let's do it."
Arnold Schwarzenegger: "I'll be back."
These phrases make you instantly catch the right vibe.
But it's not just about the words.
It’s the choice of words and effective use to create that lasting impression.
Because anyone can claim luxury, but not everyone can pass the message to affect.
How can you, though? That‘s the question.
Badass Tip
↘ Revisit your existing slogan, tagline, or catchphrase (If you have one)
Does it truly reflect your brand's unique value proposition? Is it memorable and easy to recall? Does it resonate with your target audience?
Check for relevance. Has your brand evolved since you created it? Does it still accurately represent your current offerings and positioning?
Conduct a small survey or poll to gauge your target audience's familiarity and opinion of your current slogan.
↘ Brainstorm new ideas
Focus on your unique selling proposition. What makes your services stand out from the competition? What are your key differentiators?
Keep it short and catchy. Aim for a concise so it’s easy to recall and repeat.
Tap into emotions like trust, confidence, and success. How does your service make clients feel?
Reflect on your brand's unique personality and voice in your slogan. Is it playful, serious, innovative, or down-to-earth?
Experiment with different slogans and see which ones resonate most with your target audience.
↘ Create your word bank and involve your team
Create a list of words or sayings unique to your brand regarding how often they’re said. Now, I don’t mean technical words, features, benefits, or industry terms. You don't need to do anything crazy or innovative. Hecks, they may be corny like mine: “Hecks, yeah!”, “That’s badass” or "Son of an Arabian Goat!"
There's no need to get all fancy. Go open Google Sheets or Excel, create a table, and pop in your terms. Viola!
Then, make the word bank accessible to your team and hires so they can incorporate it into brainstorming sessions, content, marketing materials and campaigns, presentations, etc.
↘ Leverage it
Use your slogan, tagline, or catchphrase consistently across all marketing materials, including your website, social media, emails, and even business cards.
Ensure that all team members are familiar with the slogan and can incorporate it into their interactions with clients.
Encourage clients to use your slogan in their conversations and social media posts.
↘ Regularly review and re-evaluate
Periodically review and re-evaluate your word bank, to ensure it remains relevant and effective.
Be open to adjusting or updating your slogan as your brand evolves and your business grows.
📝 Like Bugs Bunny always had a witty comeback or a zany scheme up his sleeve, your brand needs a catchy tagline to leave a lasting impression. You can go a little "Looney Tunes" with it. So even when you’ve decided on one or a couple, experiment, and see what sticks.
After all, a memorable tagline or slogan is more than just words; it's a weapon in your marketing arsenal and a constant reminder of your brand's unique personality plus how that personality relates to your audience.
