What Is A Slogan - Types, Examples, And Tips To Create One

April 19, 2022
Authored by:
Kari Amarnani
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What is a slogan?

Simply, it’s one of the fundamental components of marketing, advertising, and branding. A slogan is not just a couple of pretty and entertaining words strung together. It’s a strategic tool that, in the long run, makes your brand more memorable and adds credibility to your products or services.

This article covers:

  • What is the definition of a slogan?
  • What are the different types of slogans?
  • What is the importance of slogans?
  • What are some of the best slogan examples?
  • How do you create a slogan for your brand? 

By the end of this article, you’ll be equipped to create a great slogan for your business.

What Is A Slogan?

A slogan definition would be "A catchphrase representing a product and a company, communicating the key message you want consumers to associate with your brand."

A unique and strategic slogan allows your business to be on the front lines and become relevant and memorable to a worldwide audience.

This paves the way to its key trait: slogans must be memorable. They give people an insight into what your business stands for and how your products or services will benefit them. 

Naturally, a slogan must relate to your brand, but it must also paint an invisible picture of what your brand stands for. A great slogan is one that represents the essence of your business—its mission, vision, and goals. Though slogans are often just a few words, they can take hours, weeks, even months to perfect. 

A great way to start thinking about your slogan is to look at your logo. Use that visual branding as inspiration. Analyze your logo. What words or phrases come to mind as you're looking at it? Your slogan should ideally reflect that sentiment. Your business name, logo, and slogan are often displayed together and it must all come together beautifully. 

If you have yet to find a suitable logo for your brand, check out our logo maker's vast array of customizable features and designs. The process of your logo design will help you brainstorm some slogan ideas that you can highlight along with your logo when designing your website.

All you need to get started is your company name and a few keywords relevant to your business or industry to create a beautiful logo for your business.

Another great way to come up with a slogan is to go with literal and symbolic representations of your business. However, that creative and intuitive knack isn't always present. Is there possibly a formula for creating a successful slogan? 

The answer is yes and no. Writing a quality slogan requires effort and creativity. But before anything else, a good stepping stone is to understand more about what is a slogan and its types.

Regardless of its theme, every slogan's purpose is to leave a specific message in the minds of your users— a statement that stays with them. These catchphrases are designed to quickly grab one's attention, making them an incomparable branding strategy.

Here's a quick video to help you better understand what's a slogan and how is it different from a tagline.

What Are The Types Of Slogans?

Here are five different types of slogans along with some examples.

Business slogans

Business slogans are informational. The purpose of a business slogan is to convey the values of your brand. Whether it is confidence, self-love, trust, or revolution, communicating these values in a slogan helps businesses’ better connect with its users. Here are some great examples:

Meow Mix: "Tastes so good, cats ask for it by name."

KFC: "Finger lickin' good."

Lay's: "Betcha can't eat just one."

Zara: "Love your curves."

Descriptive slogans

A descriptive slogan is a phrase that depicts what your business provides and stands for. Descriptive slogans should be something that consumers can visualize. If you aim to send a clear and literal message to consumers, descriptive slogans are the way to go.

When making a descriptive slogan, let it be precise and understandable with a strong impact. Here are some great examples:

Walmart: "Save money. Live better."

The Mosaic Company: "We help the world grow the food it needs."

Cadbury Dairy Milk: "A glass and a half of milk in every bar."

Paul Masson: "We will sell no wine before its time."

Persuasive slogans

A persuasive slogan is a compelling message to convince potential customers to give your product or service a try. If you want to write a compelling slogan, explain why and how the brand can beneficially affect them. Here are some great examples:

Burger King: "Have it your way."

L'Oréal: Because you're worth it."

KitKat: "Have a break, have a KitKat."

MasterCard: "There are some things money can't buy. For everything else, there's MasterCard."

Creative slogans

Creative slogans spark and increase the response of customers. Companies that want to uphold a standard use clever slogans that are often a little outside the box. Comedic slogans also fall into this category due to their unconventional but effective messaging.

These kinds of slogans are meant to inspire and entertain. Here are some great examples:

Maybelline: "Maybe she's born with it. Maybe it's Maybelline."

Ronseal: "It does exactly what it says on the tin."

Bounty: "The quicker picker upper."

Tide: "Tide's in, dirt's out."

Emotive slogans

Emotive slogans spark an emotional response among users. These slogans are more than selling a product or service— they make you feel something. They are usually short. However, they require extensive psychological research time to ensure that it evokes the right emotion for what the brand represents.

Here are some great examples:

BMW: "Sheer driving pleasure."

DeBeers: "A diamond is forever."

Disneyland: "Where dreams come true."

Tesco: "Every little helps."

Though every type describes varying qualities of a company, how do you know whether a slogan is well-written? The following are a few fundamental characteristics that can turn a common slogan into a great, memorable one.

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Difference Between Tagline And Slogan

There's often some confusion on the difference between a tagline and a slogan. You'll also notice that they are sometimes used interchangeably. However, here's the key difference between a tagline and a slogan

Tagline

A tagline is a small phrase used to communicate a brand's value. Companies use taglines in marketing campaigns to connect with their customers. Taglines tell consumers about the overall company without mentioning the product or service they offer.

Examples of taglines:

For a mattress company: Sleep better.
For an eBook company: Read on the go
For a baking food box subscription: Bake memories
For an online food blog: Recipes that merit sharing
For a puzzle book company: Be puzzled
For a sneaker company: Run faster

Slogan

A slogan, as mentioned earlier, is an attention-grabbing statement used to promote a brand's products and services. These short sentences share the company's reason for existing and overall mission to the public. Businesses use slogans to tell their customers what they want them to associate their brand with.

Slogans often use a combination of persuasion and description to appeal to consumers.

Examples of slogans:

Chocolate that's good for you
The dinner of men
Try not to eat the whole bag.
The sparkliest litter out there
Your town's news in the palm of your hand
We deliver.
It's a good day to be fit.
Let your skin shine bright like a diamond.
Sip. Smile. Soda pop.

What Makes A Good Slogan?

Here are four characteristics that make for a quality slogan.

  • Memorable: It is simple, brief, sometimes funny, and it sticks out in your user’s minds after having only heard it once or twice. It must roll off the tongue and be impactful.
  • Friendly: It creates a positive and approachable image for the business. The best slogans are lively and positively persuasive, which leaves a lasting impression on consumers.
  • Understandable: It explains the essence of a company or product simply and clearly. By only reading a few words, customers should understand what they can receive or feel when they buy a product or enlist a service.
  • Unique: It makes the company stand out. A great slogan highlights the best features of your business. It displays how your product and services are different and better than competitors.
  • Clear: The most effective slogans compliment your brand identity or product in a clear and simple way.
  • Powerful: Make your users feel something. Ensure your language makes your audience want to take action.

What Is The Difference Between A Logo And A Slogan?

What is a logo?

A logo is an easily noticeable design comprising a symbol, name, specified colors, fonts, and icons. It’s your business’s visual identity.

What is a slogan?

A slogan is a memorable phrase or motto intended to be a repetitive expression of a purpose or promise. A slogan aims to subliminally persuade potential consumers into buying a product or service by depicting the company's offerings in a quick and fun way.

Logos and slogans combined

A great logo and an effective slogan are critical in developing a solid brand identity and a recognizable image for your business. It is worth investing effort, time, and money to establish these brand elements. They create the first impression with your customer base.

A slogan often accompanies a logo—the combined visual is usually the starting point of every consumer in seeing potential in the company. 

The purpose of a slogan is to express the most important aspects of your business to target customers and make it memorable. Below are some points to consider when creating a slogan with the presence of a logo:

  • It stimulates a reaction when it is read or heard aloud.
  • It includes a call to action related to the brand and fits seamlessly with the logo.
  • It instantly reminds customers of the brand and product.
  • It communicates the main gist of branding that customers can recall with the logo.

What Are Important Tips On Creating A Slogan?

Here are six tips to keep in mind when creating a slogan:

1. Understand the heart of your brand

Your slogan is an extension of your business––its values, visions, and purposes. It works hand-in-hand with all your other branding elements to create a lasting impression on customers. 

When you develop a slogan, make it a short and memorable motto that shows what your brand stands for and what people can get from it.

2. Know what makes you special

What makes your business unique? How is it different from the competition? You must know your unique selling point to create an effective slogan. Once you do, you may repeat the saying in flyers, brochures, basically any marketing communication.

Instill in customers' minds that there is no business like yours, and achieve that with a memorable and impactful slogan.

3. Know your target market

You can have the best slogan in the whole world, but it won't make a difference if it does not resonate with and reaches your target audience. Ideally, your customers should feel like you are talking to them directly.

Regardless of the industry, a great slogan helps you stand out from the crowd and attract the right audience. A good rule of thumb is to keep it short and straightforward— remember what you aim to accomplish with it.

4. Keep it simple

What makes slogans difficult to create is having to tell an entire brand story using a few words. This is why you must keep them extremely simple and use everyday words and phrases that your users can easily recognize.

5. Make it classic and timeless

Your slogan is a success once it stands the test of time. However, there is no way of knowing that now. To ensure its timelessness, try to create one that will remain relevant for the years to come. Avoid phrases or words stuck in a temporary trend that nobody would understand ten years from now.

6. Make it catchy

Effective slogans are naturally catchy from the moment people hear or see them for the first time. For example, one of the best and most relevant slogans is Nike's "Just Do It." It rolls off the tongue naturally. It is short, but it is impactful.

Remember, less is more. But less with a strong message is the best.

7. Keep it consistent with your brand voice

Are you humourous, formal, abstract, sophisticated? Make sure your slogan is aligned with your brand voice to establish consistency. A specific tone across will help your branding stay consistent and speak effectively to your target audience.

What Are Examples Of Companies With Quality Slogans?

Here are a few world class examples.

Nike


Image source


The "JUST DO IT." is one of the biggest and most successful ones in history. The reason behind its global fame is that it speaks to every person in a unique truth. For some, it is a motivation to push past their boundaries and limits. Others are inspired to overcome obstacles in their path. 

Ultimately, people see this slogan as a nod to breaking barriers and fulfilling their dreams. Those are values that never go out of style.

"JUST DO IT." effectively captures the spirit of individualism and control one hopes to achieve in life.

Skittles


Image source 


"TASTE THE RAINBOW" is famous due to its powerful ability to impact the senses. Skittles got (and still gets) global traction by creating a slogan that allows consumers to experience a cross-sensory perception of tasting colors that can only be seen. 

This is a persuasive slogan technique that lets people associate the taste of Skittles with the sight of rainbow colors that are present in their everyday lives.

The mind allows that connection to an almost palpable flavor just by vision and hearing alone.

L'Oréal


Image source


According to L'Oréal Paris:

When we say, "You're Worth It," it's not a tagline; it's a brand mission. Taking your beauty into your own hands is empowering. We are working towards the day when you hear, "You're worth it," and women everywhere will reply: "We never doubted it for a moment." 

"Because you're worth it." is a legendary slogan symbolic of the empowerment of women of all ages and backgrounds. It is designed to let women see that their beauty and sense of worth are essential. L'Oréal fronts women of varying backgrounds and cultures to market the brand worldwide, making the phrase relevant and authentic. 

This is a statement for the generation of women today and the generations of women to come. 

Since its creation, "Because you're worth It" has been translated into 40 languages. It became a united slogan worldwide, binding women together and encouraging them to fearlessly embrace their beauty, ambitions, and self-worth every day.

How Can You Write A Slogan?

A good slogan can make your business memorable for decades to come.

Use the following tips to write your company slogan:

  • Start by brainstorming words. Put down as many words as you can.
  • Take a break and start selecting words that are most relevant to you.
  • Try to make small sentences with these words. Make as many as you can.
  • Take a break - maybe a day or two and then come back to it with fresh eyes.
  • Select sentences and phrases that make sense and sound good.
  • See how these slogans roll of the tongue and how they can make someone feel.
  • Look at other company slogans for inspiration.
  • Repeat this process until you have a slogan that you love.

40 Famous Company Slogan Examples For Inspiration

Here are a 40 most popular slogan examples:

  • M&M’s: Melt’s in your mouth, not in your hands.
  • KitKat: Have a break, and have a KitKat.
  • Levi’s: Quality never goes out of style.
  • KFC: Finger lickin’ good.
  • Verizon: Can you hear me now?
  • Trix Cereal: Trix are for kids.
  • Wendy’s: Where’s the beef?
  • Lay’s: Betcha can’t eat just one.
  • McDonald’s: I’m lovin’ it.
  • Maybelline: Maybe she was born with it. Maybe it’s Maybelline.
  • Toyota: Let’s go places.
  • Airbnb: Belong anywhere.
  • Apple: Think different
  • Coca-Cola: Open happiness.
  • Burger King: Have it your way.
  • EA Games: Challenge everything.
  • Harley Davidson: All for freedom. Freedom for all.
  • Playstation: Live in your world. Play in ours.
  • Subway: Eat fresh.
  • Gatorade: Is it in you?
  • Visa: Everywhere you want to be.
  • Red Bull: Red Bull gives you wings.
  • De Beers: A diamond is forever
  • Geico: 15 minutes can save you 15 percent or more on car insurance
  • Hallmark: When you care enough to send the very best
  • BMW: The Ultimate Driving Machine
  • Bounty: The quicker picker upper
  • Disneyland: The happiest place on earth
  • Ferrari: We are the competition
  • The New York Times: All the news that's fit to print
  • FedEx: When it absolutely, positively has to be there overnight
  • California Milk Processor Board: Got milk?
  • Amazon: And you're done.
  • Dollar Shave Club: Shave time. Shave money.
  • Facebook: It's free and always will be.
  • GE: Imagination at work
  • IMAX: Think big.
  • Mercedes benz: The best or nothing.
  • Reebok: I am what I am.
  • Tesco: Every little helps.

Slogan: It Is More Than Just Words.

Good slogans bring up memories, feelings, images, emotions, tastes— they are invisible experiences in the brain.

You know by now that being easy to remember is a crucial function of what makes a great slogan. However, creating a memorable and positive feeling in people makes a slogan an eternal investment into brand recognition.

Almost every good slogan is made up of simple and easy words— words used in everyday speech. But when you combine a simple phrase with the memory of your brand image (without even having to say it), you have attained one of the most critical goals in advertising and branding.

Catchy and memorable slogans are vital in any marketing setting. The best company slogans are instantly recognizable, ultimately, because people remember them. And you, as the brand, should create a slogan that people want to remember. 

Once you come up with a unique brand name and a distinctive logo, creating the perfect slogan is the next step to building a powerful brand identity.

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