April 19, 2023
By: Kari Amarnani
What is a slogan?
Simply put, it’s a fundamental component 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:
By the end of this article, you’ll be fully equipped to create a great slogan for your business.
What is slogan but the core concept of your brand. 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."
But it’s more than that.
A slogan allows your business to be on the frontlines 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 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 business slogans are often just a few words, they can take hours, weeks, or even months to perfect.
Here are ten tips to keep in mind when creating a slogan:
Your slogan is an extension of your new business—its values, vision, 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.
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, or basically any marketing communication.
Instill in customers' minds that there is no business like yours, and achieve that with a memorable and impactful slogan.
Compressing your brand’s story into a few words can be challenging. It’s not easy to do, but if you can create a slogan that captures the essence of your brand’s story or the story of your customers, it could pay dividends.
You can have the best slogan for business, but it won't make a difference if it does not resonate with and reach your target audience. Ideally, your customers should feel like you are talking to them directly.
Take the Dunkin Donuts slogan as an example. The slogan is, "America Runs on Dunkin'" and it perfectly encapsultes how the brand understands its target audience, instantly appealing to them with an honorable mention.
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.
What makes business 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.
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 years to come. Avoid phrases or words stuck in a temporary trend that nobody will understand ten years from now.
Effective business slogans are naturally catchy from the moment people hear or see them for the first time. For example, one of the best slogans in history 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.
Are you humorous, formal, abstract, sophisticated? Make sure your slogan is aligned with your brand voice to establish consistency. A specific tone will help your branding stay consistent and speak effectively to your target audience.
Is your brand slogan good enough to survive the test of time? One of the many questions when deciding how to make a slogan effective is to check if it can stand on its own. This means that it should be clear and easy to understand enough to get your message across even without your logo.
Brands choose slogans that are part of regular speech so that their brand name becomes synonymous with the phrase, even when the speaker doesn’t intentionally refer to the brand.
What is slogan if not a powerful way to convey how committed you are to delivering a great customer experience? Not every brand can benefit from a commitment-based slogan.
So how to make a slogan that commits and delivers? An example could be Disneyland’s “The Happiest Place On Earth.” The brand takes this commitment so seriously that they ensure that every attraction within the park creates a happy experience and memories that stay with visitors long after visiting the park.
Your slogan must inspire something positive. It must make your customers associate your brand with an enjoyable experience. It can be a promise or a compliment. Some business slogans even shine a ray of hope for consumers, which makes a purchase more likely.
Here are ten world-class examples of slogans to ignite your creativity.
"JUST DO IT." is one of the biggest and most successful slogans 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.
"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 mental connection to an almost palpable flavor just by vision and hearing alone.
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 employs 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 unifying slogan worldwide, binding women together and encouraging them to fearlessly embrace their beauty, ambitions, and self-worth every day.
How could the California Milk Processor Board make drinking milk fun at a time when people of all ages were choosing soft drinks as their favorite beverage? They came up with the ingenious idea of the “got milk?” campaign. They simply put up pictures of famous and ordinary people with their slogan, “Got Milk.”
What was the catch? Everyone featured in these ads sported a white mustache, as if they had taken a large swig of milk. This association and the simple but impactful slogan got people to remember the times they last enjoyed drinking milk.
The slogan also helped position these individuals as advocates for all things milk.
In 1997, Apple released an ad that was an ode to the personalities who thought differently and changed perspectives. The film signed off with what has become one of the most recognizable slogans in the world. It was created and narrated by Steve Jobs himself.
The slogan gave Apple customers the elevated feeling of being different and unique in their approach towards life.
BMW’s timeless slogan, devised in the 1970s, commands respect among automobile lovers and car owners alike. The company focused on the performance aspect of their vehicles. The cars were the best proof of this bold claim.
BMW successfully cracked how to make a slogan that could change the perception of prospective car buyers towards the brand.
Dollar Shave Club was among the first brands to use puns to communicate their brand’s benefits. The clever play on words still brings a smile to one’s face.
It sheds light on how you can save time and reduce the money you spend on shaving with the fantastic products of Dollar Shave Club. So, even though it talks about the product benefit, it cleverly cues in the category too.
Taking a modest approach to describing the brand, Tesco has ingeniously created a memorable slogan that talks about the attention to detail they provide to everything they stock.
“Every Little Helps” also talks about how the company offers a variety of everyday goods and products, no matter how small and insignificant the item may be.
Not many brands choose to have a slogan that challenges their customers. Lay’s does. The brilliance in this slogan is the way it takes the truth about the chip category and turns it into an intelligent qualifier for its brand.
Whether it’s Lay’s or not, no one can eat just one chip. But since the company owned this space, Lay’s has been associated with being one of the most addictive potato chip companies globally.
What started in 2003 as a testimonial, more than a slogan, has become one of the most delightful fast food brand lines.
McDonald’s automatically comes to mind when you use the words “I’m lovin’ it” in any context. This example teaches how to make a slogan that tells your customers what you want them to think about your brand.
Here are the five different types of slogans, along with great examples.
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 their customers. Here are some excellent examples:
A descriptive slogan is a phrase that describes 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:
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:
Creative slogans spark and increase the response of customers. Companies that want to uphold a standard use cool 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:
Emotive slogans spark an emotional response among users. These slogans are more than just selling a product or service—they make you feel something. They are usually short, but they require extensive psychological research to ensure that they evoke the right emotion for what the brand represents.
Here are some great examples:
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.
There's often some confusion about 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:
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.
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 its overall mission to the public. Businesses use slogans to tell their customers what they want them to associate their brand with.
Cool slogans often use a combination of persuasion and description to appeal to consumers.
Here's a quick video to help you better understand what is a slogan and how it is different from a tagline.
Though both huge aspects of your branding, a logo and a slogan are entirely different things that must come together in a unified understanding. Let’s dive deeper.
A logo is an easily recognizable design comprising a symbol, name, specified colors, fonts, and icons. It’s your business’s visual identity.
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 customers into buying a product or service by describing the company's offerings in a quick and fun way.
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 for every customers to see 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:
Here are six characteristics that make for a quality slogan.
When running a small business, you may lack manpower and financial backing. Perhaps, you are the marketing "team" and are tasked with coming up with the company slogan. Don't worry! You need not think of a sentence that will go down in history books. You can develop catchy slogans for business with these special steps.
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 they must all come together beautifully.
Here’s an example, compliments of our free logo maker, of visual branding coming together into one easily understood message.
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 how it meshes with the essence of your business.
A good slogan can make your business memorable for decades to come. Use the following tips to write your company slogan:
Here are 40 of the best slogans in history that you can take inspiration from:
What are some commonly asked questions about how to make a slogan? Get your questions answered with these five FAQs.
The very definition of slogan use means you need it for your business. For effective brand management, slogans (together with mission and vision statements) are crucial. Developing a memorable slogan or tagline and promoting it extensively may do wonders for your company's visibility.
Successful branding is about successful associations. Your business name, logo, and slogan are mental bridges between you and potential customers.
Brand slogans are a great way to promote a product and drive sales for a business. To better connect with customers, brands often use catchy slogans that explain their values and products.
Slogans evoke feelings that customers may have after using a product. Returning customers are born when they feel an emotional connection to the business, and slogans can be a source of these emotions.
Brand slogans should never exceed the length of one sentence and ideally fall between six and eight words. That’s the sweet spot right there.
There is little difference between slogans and quotes, but you should never place quotation marks on your slogan.
Before you put your slogan in quotations, consider why you want to put it in quotes...and then don't. Using quotation marks gives the impression that what you're saying is figurative rather than literal. Your slogan is a direct reflection of your business. Quotation marks will make your slogan seem like a figure of speech, not a declaration of your commitment.
Slogans certainly cannot go beyond one sentence. Though some laws are made to be broken, the one-sentence restriction must be strictly observed. If your slogan surpasses one sentence, it would be too long to retain in memory which defeats the purpose of a slogan in its entirety.
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 in 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.
Memorable and catchy slogans for business 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’ve 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.