Updated: May 31, 2023
A slogan is a short and memorable phrase or sentence that encapsulates a brand's message or values. Creating a slogan is an important part of building the foundations of your branding and brand identity efforts—it’s a chance to differentiate your business from its competitors. When it comes to advertising and marketing strategies, slogans help facilitate positive brand recognition and awareness by focusing on your business’s strengths and making a lasting impression on consumers.
The concept of a slogan has been around for centuries, but its use in modern advertising began in the 18th century with the advent of the printing press. Advertising agencies recognized that short, catchy slogans were more effective than lengthier messages at capturing audiences’ attention. From Nike’s "Just Do It" to Apple’s "Think Different," the best slogan examples capture the spirit of the times but yet also remain relevant for years.
Coming up with a catchy, evergreen slogan is not easy. Over time, slogans have evolved to reflect changes in consumer behavior and technology. But the following tips should help you get started with the foundations for a slogan that’ll have a significant impact:
Short and memorable: A good slogan is brief, catchy and easy to remember.
Reflects brand personality: Your slogan should reflect your brand's unique values and personality. Be especially careful to ensure your slogan isn’t offensive.
Emotionally resonant: Whether it be joy, inspiration or a sense of humor—the best slogans evoke an emotional response from consumers.
Simple and clear: An effective slogan is one that conveys a simple and clear message that’s easily understood by a wide range of audiences.
Having a great slogan can be a major benefit to your brand or business. Some of the advantages include
Increased brand recognition: A unique and engaging slogan can help your brand stand out in a crowded marketplace.
Increased customer loyalty: Great slogans foster an emotional connection with consumers, leading to increased brand loyalty that will last for years to come.
Provides a competitive edge: A well-crafted slogan can highlight your own brand’s unique strengths and selling points, making a quick case for why it’s better than the competition.
Enhances brand credibility: When a slogan truly reflects a brand's values and personality, it will enhance its credibility and authenticity in the eyes of consumers.
Here are some real-life examples of companies that effectively used slogans in their marketing campaigns:
Here are some practical tips for creating a catchy slogan. Keep in mind that it’s a process that may be lengthy and iterative—but it’s worth it. Be prepared to test several slogan options and go through several versions before deciding on the final one.
That being said, every great slogan should start off with the following foundations:
01. Make it authentic: A slogan should be a reflection of your brand's true values and personality.
02. Make it memorable: Your slogan should be easy to remember in order to stand out from the competition.
03. Make it succinct: A slogan should be short and to the point, conveying your message in as few words as possible.
04. Keep it consistent: Your slogan should be consistent across all marketing channels when it’s integrated into your overall brand strategy.
05. Revisit it: Creating a great slogan that stands the test of time can be a difficult task, and your brand may need to update or refresh it periodically to stay relevant.
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