A Short History of Slogans

A slogan is defined as a phrase, an expression of an idea whose purpose is to persuade people or a crowd on a particular product, good or service as per the context it is used. Slogans can also be used within political organizations, religious ones, socio-economic or socio-cultural groups. It is an easy and quick way to get the attention of people through subtle and catchy words.

A slogan is used as a “motto” to identify a business, thereby making it stand out from others. Wherever it is used, it automatically becomes one of the key elements of the identity of the company without any form of dissociation whatsoever.

The Origin of Slogans.

The word “slogan” draws its etymology or root form from a Scottish-Gaelic-Irish word “slogorn” which was an Anglicized word (meaning the modification of a word to ease pronunciation and spelling) of the then époque.

According to George E. Shankel’s research, it was observed that this term came into widespread usage by the English people in 1704. At the time, it meant: a distinctive note, a cry of any person. It was in use throughout Europe in the Middle Ages. It served as passwords for the recognition of individuals at night during different gatherings. It was again used at war fronts or in times of a crisis to ensure proper communication towards those concerned who were due a particular message at the time, for example.

Slogans further had their origin from Highland Clans who make use of a “motto” for communication. The word has however evolved in its etymology and modern-day usage since its formation. In the United States, for example, they refer to slogans as “Taglines” especially within a marketing context while in the United Kingdom, it is called “Streamlines”.

Slogans can be musical in tone for the purpose of catching an audience’s attention. Businesses use it because it is appealing to grab attention from the public within whatever business milieu it is used. Within a religious context, however, they would adopt the usage of a slogan in other to ease entrance for strangers within the community of faith for example.

An example of such could be: “come as you are” as was the case in time past. By this, the church welcomed all manner of people without exception and her growth was often rapid.

THE IMPACT OF USING SLOGANS WITHIN MARKETING:

Slogans influence advertising in a subtle but lasting manner. Great slogans affect the customer’s mind by causing them to think your brand or product is the best. Therefore, the constant reason why some entrepreneurs or companies keep modifying until they get the best one for their product which will leave a lasting impact on their consumers or products.

An interesting slogan within marketing or branding should, therefore, have 3 basic elements that will highly impact customers. These include reliability, it should be able to touch or communicate to the audience on an emotional level and of course, nothing should be missing or lacking in the product. Thus it should have a completion phase too.

THE IMPACT SLOGANS HAVE ON BUSINESSES.

For a slogan to have a lasting result on a business, creativity is needful. It doesn’t necessarily require a lot of money to create a great but simple and catchy slogan. A slogan can be a simple yet million-dollar idea, and customers get it because it communicates with the consumer through the words, even if few.

To do this, one must be thoughtful, straight to the point, and above all reinforce the value of your services which should be able to leave the customer with a memorable gravy and catchy impression, that makes them always want to come back for your services. If such communion is contained within a company’s slogan and the services they offer, they will definitely be successful with a lasting impact over time.

In conclusion, these are some things to consider when seeking to create a simple but unique slogan with a lasting impact over time as a company, business owner or sole proprietor.

-Ndongo Charis.