1. Ask yourself "What's the main point I want to make?"
Let's say you're trying to sell a copywriting program to people who don't know anything about the copywriting profession. You want to make the point that good marketing copy is vital to a company's success. So your slogan could be something like "Remember -- when it comes to making sales... Copy Is King!
2. K.I.S.S. (not the rock band)
The best slogans use five words or less. Think of "Ahnold" saying "I'll be back!" or Dirty Harry saying "C'mon, make my day!"
In other words, K.I.S.S. -- Keep It Simple, Stupid!
You might remember that when Bill Clinton campaigned against George Bush, he used a slogan that was roughly based on that K.I.S.S. acronym: I.T.E.S. -- It's the Economy, Stupid! And if you were, say, selling a marketing program, you might do something similar...
"If you want to exponentially grow your company year and year out, if you want a fail-safe method to accomplish this... you absolutely must adhere to the I.T.M.S principal -- It's the Marketing, Stupid!"
3. Use rhythm.
"It don't mean a thing if it ain't got that swing."
Slogans with a musical rhythm to them are easier to grasp, remember, and internalize. You know how easy it is to remember nursery rhymes -- and how hard it is to get a favorite song out of your head. ("Everybody was kung-fu fighting!" Yes, I am aging myself now.) Same idea.
4. Create a slogan that fits your message -- and only your message -- like a glove.
Try not to use a slogan that's been done to death -- even if it is perfect for your message. Giving a speech on how to improve self-confidence in the competitive business world? How about "First Believe... Then Achieve"? Giving a speech on nutrition? How about "Look Before You Eat!"?
5. Play with words.
Reinforce your core message by expressing it in an unusual or fun way.
Words that begin and end with consonants, for example, seem to stick in the brain. One of my favorites: Wassssuuuuuuppp! Or Tony the Tiger's: "They're grrrrrrrrrrrrreat!"
Giving a speech on leadership to your local Chamber of Commerce? Try repetition: Be Accountable... Be Straightforward... Be Consistent!
Presenting a new dog re-training manual to the head of a pet store franchise? Try a branding line that brings a smile to his lips: Give Your Dog a Whole New Leash on Life!
Speaking of humor... for some reason, "k" sounds and "p" sounds are funny. "Ketchup" and "cantaloupe" are funny words. And God bless you if you can somehow incorporate them into your slogan.
6. Tell 'em what you want 'em to do.
Your speech should inspire BUT also have a call to action. You want to motivate your audience to take the action that will give them the results you're talking about. So if you can, try incorporating a call to action in your slogan. Nike's "Just Do It" is a great example.
Brainstorm with verbs like "seize," "capture," "conquer," and "grasp" to come up with a slogan with a powerful call to action. (Now, YOU can Master the Art of Persuasive Public Speaking and Earn High Speaking Fees!)
7. Tell 'em once and tell 'em again.
You should incorporate your branding phrase about six times in a 60-minute presentation. Always begin with it -- and definitely end with it.
Brand yourself, brand your message. Rinse and repeat for continued success.