Tell me what comes to mind about the brands you adore. You probably thought of more than just the company name, and perhaps you started to remember some of their memorable slogan examples. Yes, well-written brand slogans are more likely to be remembered.
Good slogans are concise, memorable, and timeless. Even if you cannot create memorable one-liners like “Think Different,” you can still develop a slogan to help your company succeed.
Learn why good slogans are so important, slogan examples, and how to develop one to help your business by reading on.
What is a slogan?
Merriam-Webster describes a slogan as “a brief attention-getting phrase used in advertising or promotion.”
These catchy phrases stick in your head for days after hearing them in advertisements or reading them on billboards. Catchy slogans are essential to successful marketing because they stick in your head for hours or even days.
According to the data by The Manifest Finds, 50% of People Look to a Slogan to Understand a Company’s Purpose, Compared to Only 7% of People Who Believe the Logo Is Most Important.
Why are slogans important?
Slogans are a fantastic way to keep your customers in mind when purchasing your goods or services. They are successful in four key ways:
- Slogans contribute to developing brand identity: Building a brand identity comprises several components that communicate the right message to your ideal client. A good slogan can reinforce the idea that you have the best.
- Slogans foster a connection between your brand and your customers: Branding is created to forge a bond so customers feel compelled to use your business repeatedly. You can strengthen that connection with imaginative, amusing, or catchy phrases.
- Slogans help explain the “why” of your business: Clients want to know why they should do business with you. This might result from your brand’s values, a distinction in quality, or something like personality or humanity that appeals to them. A snappy and memorable tagline can help emphasize that point.
- Create a sense of identity and belonging: Without a slogan, your brand’s identity may require more effort. This is feasible, but having a brief phrase encapsulating your brand and its goals will make building brand recognition easier.
Additionally, because your slogan is distinctive, you ensure that the identity you create for your brand stands out as well. Brand identity is functional when consumers must choose between you and your competitors.
Popular Slogan Examples
It’s time to look at some actual workplace slogan examples now that you better understand what makes a brand’s slogan effective. Each of the below-mentioned brands and businesses has a slogan that fulfills the requirements, managing to be memorable, straightforward, distinctive, and credible while also evoking a favorable emotional response.
- “Impossible is Nothing” by Adidas
Unquestionably, this is among the most famous slogans used by businesses that sell sports apparel and gear. It was created by Adidas in 1974 due to being motivated by a Muhammad Ali quotation. It encourages you to push boundaries and pursue your goals, no matter how far-fetched they may seem.
- “Just Do It” by Nike
This slogan, first used in 1988, caught people’s attention because of its positive outlook and sass. Beyond just athletes, it reached out to a broader audience and encouraged them to pursue their goals. Nothing should hinder them from achieving their objectives or overcoming challenges.
- “The Ultimate Driving Machine” by BMW
This slogan holds a unique place among those used by well-known companies. It cleverly captures the aspirations of those who work hard and want to live life to the fullest. It was first proposed in 1970. It makes sense that BMW is the brand that comes to mind for anyone fantasizing about driving a luxury car and living a high life.
- “Got milk?” by California Milk Processor Board
Few campaign slogans are as well-known and, arguably, as beloved as the California Milk Processor Board’s “Got Milk?” campaign. To increase milk sales, a campaign was launched in the 1990s that featured the most well-known celebrities sporting milk mustaches. By all accounts, the campaign was successful; not only has it become ingrained in the culture, but milk sales have increased by millions of gallons annually.
The “Got Milk?” campaign’s success can be attributed to its clarity. As the subject had to wash down a sticky food like peanut butter quickly, the commercials presented the beverage as refreshing in a pinch. Although the catchphrase was officially retired in 2014, it was revived during the COVID-19 pandemic, and it continues to be used today with a 90%+ awareness rate and countless parodies.
- “Shave Time, Shave Money” by Dollar Shave Club
With this clever, original slogan, Dollar Shave Club has hit the mark as a provider of grooming supplies. The target audience can easily relate to it because it explains how to get the job (shaving) done quickly, affordably, and still look great.
- “This Bud’s for You” by Budweiser song
A viral commercial accompanied the passionate and sentimental slogan that Budweiser created in 1979. We learn how the slogan quickly attracted working-class men. Even today, in addition to quenching your parched throat, it communicates the brand’s message of being that friend who sticks by you through thick and thin.
- “Because You’re Worth It” by L’Oreal
This is undoubtedly one of the best company slogan ideas if you want to convey something significant and enduring beyond the product. Because women are all diva-like, L’Oreal empowers them by making them feel deserving of beauty treatments.
- “A Diamond is Forever” by De Beers
It’s understandable why this is one of the best marketing slogans to captivate women’s hearts since 1948. Amazingly, diamonds’ power, prestige, wealth, and romance can be encapsulated in just four words. The slogan also draws in men because they know nothing compares to these sparkling gems for conveying relationships’ beauty, purity, and eternity.
- “Red Bull Gives You Wings” by Red Bull
Red Bull’s slogan, “Red Bull Gives You Wings,” has come to represent the company. Customers are reminded that drinking Red Bull can provide them with a much-needed energy boost. The slogan alludes to the vigor and strength one experiences after consuming the beverage.
- “Open Happiness” by Coca Cola
Although “Taste the Feeling” (among other things) eventually replaced Coca-Cola’s “Open Happiness” slogan from 2009, the audience still remembers it for its remarkable emotional connection, crispness, and catchiness. Besides dramatically increasing the brand’s ROI, the campaign made people smile.
- “Think Different” by Apple
Apple’s “Think Different” has unquestionably been one of the most successful brand slogans, driving the company’s stock price since 1997. It had terrific results by positioning the brand as ideal for people who value innovation.
It was a component of an eccentric and daring commercial called “Here’s to the Crazy Ones, Think Different” that sought to honor visionaries who had changed the world while subtly criticizing IBM’s “Think IBM” slogan.
- “When you care enough to send the very best,” by Hallmark
Hallmark recognizes special occasions, such as birthdays, anniversaries, and get-well wishes. This company’s slogan has been in use since 1944. To that end, their tagline is simple and to the point: Hallmark is the place to go if you want to send a thoughtful card to a loved one.
The slogan endures because it is firmly rooted in the core principles of the business. Hallmark claims that sales and marketing executive Ed Goodman came up with the slogan by thinking about what he thought Hallmark stood for: quality and caring. Both the company’s slogan and these brand values have remained constant.
- “Where’s the beef?” by Wendy’s
This fast food chain’s catchphrase, featured in one of the most well-known TV advertisements of all time, dominated the 1980s as few other pop culture allusions did. Three older people circled a Wendy’s hamburger in the 30-second commercial, with one woman famously inquiring about where the patty was.
The catchphrase was so effective that it was said to have increased Wendy’s sales by 31%. This catchphrase became famous thanks to a perfect storm of circumstances brought on by the Wendy’s commercial. The catchphrase is still remembered as one of the greatest TV slogans ever used nearly 40 years after it first appeared.
- “It’s Finger-Lickin’ Good” by KFC
This “delicious” slogan, first used in the 1950s, is still used today and has successfully appealed to generations of foodies. The slogan effectively conveys how delicious KFC chicken is and grabs attention when you are starving.
- “Imagination at Work” by General Electric
It’s one of the greatest spark slogans ever! The slogan highlights how imagination is crucial for success and innovation and is part of GE’s culture. According to Tim McCleary, GE’s brand identity manager, it was motivated by the desire to redefine General Electric as a brand driven by innovation.
- “America Runs on Dunkin” by Dunkin’ Donuts
According to this slogan used in a well-known advertising campaign in 2006, the brand’s coffee (and the sinfully sweet donuts) help busy Americans stay active and energized. The audience can easily relate to it because they associate Dunkin’ Donuts with the upbeat energy that motivates them.
- “I’m Lovin’ It” by McDonald’s
This campaign, which was first introduced in 2003, and its slogan have no trouble winning the hearts of people who enjoy delicious and inexpensive food that is quick to prepare. The best part is that it completely avoids defining the food and instead focuses on people’s feelings while eating.
- “Maybe she’s born with it. Maybe it’s Maybelline” by Maybelline
This company’s ability to develop a memorable slogan in the 1990s is admired, conjuring images of stunning women with glossy lips, satiny skin, and long lashes. The Maybelline slogan also refers to any woman’s ability to become a diva by using their products.
- “Find Your Beach” by Corona
As it conjures up images of golden sands, calm waves, the holiday spirit, carefree leisure, and tons of fun, this is one of the best slogans from beer companies. This has been Corona’s well-known method since 2010 for connecting “spirited” fun with its refreshing beer, even if you are not actually on a beach.
- “Fifteen minutes could save you 15%,” by Geico
The “hump day” camel, Maxwell, the pig, the little green gecko, the caveman, and so forth: The multi-billion dollar advertising campaigns for the insurance company Geico are nothing short of memorable. As ridiculous as the ads would become, each encapsulated what Geico had to offer in a single sentence.
“A customer could reduce their monthly auto insurance payment by a small amount in exchange for spending a brief amount of time on the phone.” Viewers understood the insurance company’s mission, brand value, and why Geico is unique, even if the advertisement was off-topic or bizarre. They only needed to hear this slogan.
- “Strong enough for a man, but made for a woman,” by Secret
This tagline was first introduced by Secret deodorant in 1972, more than 50 years ago. The formulations of Secret, the first deodorant designed specifically for female consumers, were created on the premise that men and women had different antiperspirant and deodorant needs.
However, the company wished to emphasize that they did not scrimp on quality or alter their formula to produce a product for women. This simple catchphrase was created as a result.
- “The best a man can get” by Gillette
Even though this slogan is over 30 years old, it still resonates with men who want to look and feel their best. The brand subtly conveys how grooming is essential in every aspect of life, whether going to a meeting, courting a woman, or just having fun with your pets, so the target audience can relate to it immediately. It has also recently reframed its advertisements to emphasize that “being a man” need not imply toxic masculinity.
- “Betcha can’t eat just one!” by Lay’s
Here is a clever slogan from Lay’s that debuted in the 1960s and is still well-liked today. Who can be satisfied with just one salty, crispy, delicious chip? We adore how the company created a lighthearted, memorable, and compelling slogan.
- “Utterly delicious butter” by Amul
Amul’s sing-song slogan, initially developed by an advertising agency in Mumbai in 1994, has become so well-known and distinctive that it has been ingrained into its logo.
It is admirable how it introduces the reader or listener to the decadent and classic flavor of Amul’s butter and other dairy products. Its appeal is only increased by the Amul girl’s adorable face.
- “There are some things money can’t buy. For everything else, there’s MasterCard” by MasterCard
This (not precisely short) priceless slogan was used in 98 different countries and 46 other languages! Even though it never really harps on the idea that money is necessary for purchasing things in life, this catchy slogan has resonated with the audience since 1997.
Their initial television advertisement demonstrated how “priceless” a father and son’s baseball game conversation is, even though purchasing a drink and a hot dog costs money.
- “The Complete Man” by Raymond
This brief but meaningful slogan has defined Raymond, the renowned menswear brand, since the 1970s. It exemplifies admirably the qualities and traits that make a man respectable, caring, responsible, and stylish all at once! This slogan makes the brand applicable to everyone, whether he is a father, teacher, husband, son, or brand leader.
- “Daag Acche Hai” by Excel Surf
What we appreciate about this straightforward yet intriguing slogan is that it offers mothers a fresh perspective on stains. While the brand makes no overt attempts to market its cleaning products, it makes a lighthearted reference to how playing outside and getting dirty helps kids learn valuable lessons and develop caring behaviors.
- “Don’t Live Life Without It” by American Express
As American Express shows, financial services companies’ slogans don’t always have to be dull. For instance, their most recent slogan perfectly sums up how the brand’s vision and mission are centered on customer satisfaction.
- “Melts in your mouth, not your hand,” for M&M’s
Advertising for M&M’s goes beyond its anthropomorphic chocolate-covered candies. This catchphrase, which M&M first registered as a trademark in 1954, is equally effective and memorable.
When the temperature wasn’t right, M&M’s shell stayed whole and was less likely to get gooey and sticky than a chocolate bar would in your warm hands. M&M’s distinguished itself from the competition in just eight words, and it has done so for decades, even across galaxies when the candies traveled to space.
- “The Happiest Place on Earth” by Disneyland
That is undoubtedly the most appropriate official slogan Disneyland could have chosen! Children and adults are guaranteed the best entertainment in a magical kingdom filled with fairytale characters, entertaining shows, and thrilling rides. And without a doubt, that leads to happiness.
- “The Best or Nothing” Mercedes-Benz
This tagline succinctly and directly summarizes the brand’s philosophy. And it readily preys on those with lofty goals or those who refuse to accept less than their best. Additionally, it makes a subtle jab at the rivals.
- “It all starts with a Nescafe” by Nescafe
Nescafe, well-known worldwide for its robust, aromatic, and energizing coffee blends, makes a stylish statement with its slogan. The brand emphasizes that its coffee is the catalyst, whether it’s beginning a new project or a relationship!
- “Have a Break. Have a Kit Kat” by Kit Kat
This well-known slogan, first used in 1957, still effectively and succinctly communicates the brand’s message. Instead of talking about the crisp wafer or chocolate coating like its rivals do, it focuses on how to take breaks from your busy schedule and enjoy them.
- “Eat Fresh” by Subway
Sometimes, just two words are all it takes to set your brand apart from the competition. Subway has done precisely that with its slogan, “Eat Fresh,” which alludes to its ingredients’ high caliber and nutritional value.
- “Save Money. Live Better.” by Walmart
Since 2007, this slogan has emphasized how easily and affordably Walmart combines quality and affordability. A sizable portion of the world’s population can relate to the brand, given that most households strive to find the best products within their means.
- “Let’s Go Places” by Toyota
This tagline caught our attention while searching for upbeat and forward-thinking slogans of well-known companies because it promises an exciting future for the audience and includes them in it. This slogan, which Toyota first used in 2012, captures the company’s lofty aspirations and mission to improve lives through innovative products.
- “Taste the Thunder” by Thumbs Up
Taste the Thunder will always be recognizable and iconic for its concise and creative appeal, even though it was later replaced with “Aaj Kuch Toofani Kartey Hai” for a more Indian connection. It perfectly captures the flavor, excitement, and fizz of the beverage.
- “Boost is the secret of our (my) energy” by Boost
With this memorable slogan, Boost has established a distinctive position in the market for health beverages since the 1990s. The endorsements of cricket legends like Sachin Tendulkar, Mahendra Singh Dhoni, and Kapil Dev have enhanced the brand’s value and mission.
- “An idea can change your life” by Idea
In 2007, Idea quickly thrust into the spotlight thanks to this poignant slogan and Abhishek Bachchan serving as the brand ambassador. It aided the brand in establishing a reputation as an innovator in the telecommunications sector.
- “Har Ghar Kuch Kehta Hai” by Asian Paints
This phrase was first used in 2007 by the color giant, and it profoundly affected the mindset of the average Indian because owning a home (and making it beautiful) is a top priority for many people. One of the most sentimental company slogans, it emphasizes the individuality of each house and how it is connected to various events, feelings, and moments.
The Elements of a Successful Slogan
Most commercial catchy phrases have persisted for years; your parents, you, and your children have all heard of them. How come, though? How did these short, catchy phrases endure for so long, and how can your company’s and brand’s slogan do the same?
The elements of strategy and intention are crucial to creating a successful marketing slogan. Here are a few things to remember as you begin your brainstorming session.
| S. No. | Element | Description |
|---|---|---|
| 1. | Memorability | The slogan should be easy to remember. |
| 2. | Simplicity | Keep the slogan concise and direct. |
| 3. | Emotion | Evoke a positive emotion in customers. |
| 4. | Distinctiveness | Ensure the slogan stands out from competitors. |
| 5. | Credibility | The slogan should be truthful and believable. |
- Memorability
A slogan’s primary goal is to stick in people’s minds. It emphasizes your company’s image and brand. Your customers will remember you and your company more quickly if you have a catchy slogan that sticks in their minds. Use literary devices, such as rhyme or alliteration, to help make your slogan memorable.
- Simplicity
Think briefly about the brand names that have stayed with you. Take note of how concise the most potent slogans are. Short and to-the-point statements have more impact than wordy ones that evade the main slogan ideas.
Anibal Vieira discovered in an empirical study he conducted in 2014 that “shorter slogans have higher spontaneous recall rates, but more important than the size of the slogan is the duration it has been used.”
- Emotion
People are motivated to act by feelings or emotions, whether pleasant or unpleasant. Additionally, your slogan must evoke a positive emotion in customers if you want them to engage with your brand. Make sure the emotion evoked accurately describes the service or products you offer. You might make them feel inspired, empowered, relieved, or secure.
- Distinctiveness
You should ensure your slogan stands out because one almost verbatim with the one employed by your rival won’t be very effective. What unique services can you provide for customers? Make sure that comes across in the slogan you develop.
Businesses can grow revenues between 4% and 8% above their market when prioritizing better customer service experiences.
- Credibility
Customers must think the slogan fits your brand, so you must be careful not to oversell or undersell. For instance, you shouldn’t advertise your low-cost costume jewelry as the classiest and most exquisite items available. Using the phrase “cheap plastic accessories” to describe your stock would also be unwise. Be truthful in all branding and advertising.
Guidelines for Crafting a Catchy Slogan
You can experiment with your slogan after considering these fantastic historical slogan examples. But how can you ensure your slogan will leave a lasting impression? You can develop a catchy slogan even if you don’t have the large advertising budgets these corporations must use. Here are six suggestions to get you there:
| S. No. | Guideline | Description |
|---|---|---|
| 1. | Observe and learn | Research competitors and gather inspiration. |
| 2. | Make It Stand on Its Own | Ensure the slogan makes sense without additional context. |
| 3. | Draw in Your Target Market | Recognize your target audience’s appeals. |
| 4. | Make It Eternal | Avoid using time-sensitive references in the slogan. |
| 5. | Utilize Irony or Wordplay | Use clever wordplay or humor if it fits your brand. |
| 6. | Make a Call to Action | Encourage the audience to take action. |
- Observe and learn!
You must conduct extensive research before you sit down with a blank piece of paper and a pencil for a brainstorming session. Examine the marketing campaigns of competing companies in your industry, especially those that have had success there.
Remember that you don’t have to go through the creative process alone if unsure where to begin. Use a slogan generator to get some inspiration and see what’s worked in the past, or ask a marketing or design expert to come up with a few different popular slogans for you to choose from.
However, if you choose to go this route, you’ll need to make sure the contractor you hire to do this work for you has a lot of experience writing sales copy; coming up with a catchy slogan isn’t a simple task, so you need to be sure whoever accepts the job can be trusted to do it well.
- Make sure it can stand on its own!
Ensure the phrase you create makes sense because a clever slogan does not need to be explained without a clever slogan. Sure, some people adore in-depth origin stories of how and why companies were founded. Still, this interest usually doesn’t surface until someone is familiar with the company and its products.
Make sure your slogan makes sense and conveys the intended message without requiring the audience to be familiar with the company’s background, as it will be used as a tool for generating new interest.
- Draw in your target market!
In addition to researching your rivals, you should get to know your potential customers. For instance, what appeals to your potential customers, and how can you use that information? Market research is a crucial step in the slogan development process because it won’t help you or your brand much if your chosen slogan does not resonate with the target audience.
Going directly to the source is the best way to gather information about your target market. If you already have a following and a consistent base of customers, ask them for slogan suggestions by using a survey tool or offering a reward if someone comes up with a catchy phrase.
- Make it eternal!
Playing off current events can occasionally be a successful marketing tactic. For instance, KFC succeeded during the coronavirus pandemic by temporarily removing the slogan “Finger-Lickin’ Good” to promote handwashing to avoid illness. But that was a rare exception brought on by an unanticipated circumstance.
A general rule of thumb is to choose a company slogan that doesn’t need to change depending on the season or world events. Consider Oreo’s “Milk’s Favorite Cookie” advertising campaign. Nothing in the phrase refers to a specific era, so there’s no reason to alter it in light of recent events. Because of this, the company has had success using the slogan for marketing and branding purposes for many years.
- Utilize irony or wordplay!
It won’t be a deal-breaker if your slogan isn’t clever or funny. But it’s worth mentioning, given how many brands have succeeded by using clever wordplay, double entendres, or making consumers laugh.
However, you should only heavily rely on wordplay and humor in the slogan if it fits your brand or type of business. Customers can tell when a campaign’s catchphrase feels forced or inappropriate, which could unintentionally drive your target audience away instead of attracting them.
For instance, a fast-food restaurant might get away with a crude joke, but a funeral home or place of greater gravity probably couldn’t.
- Make a call to action in it!
You want your slogan to elicit a satisfying emotional response. When someone hears a word or phrase associated with your brand, you want them to be moved enough to want to take action, and that action is to use your product or service.
Calls to action (CTAs) have historically been successful at generating interest, and at this point, their use in marketing and advertising is practically expected. Use language that resonates with the people you want to influence; otherwise, they won’t be moved.
Does a Slogan Have the Same Meaning as a Tagline?
Although tagline and slogan are frequently used interchangeably, they are two different marketing tools. They frequently have very similar structures—a few words that convey a consumer benefit while (hopefully) being memorable—contributing to much confusion.
A marketing tagline and a slogan differ in that they each have a particular objective that they are trying to accomplish.
- A tagline should convey the promise of what a customer can expect from the brand while also reflecting the entire brand, including its mission, tone, and approach. It does not represent a specific good or service. Taglines aim to connect emotionally with customers to increase brand awareness and loyalty.
- Conversely, slogans tend to be much more mercenary. Most marketing slogans created today are created for a single campaign and highlight a particular feature of the good or service that is the subject of the advertisements.
Due to these variations, taglines establish a lasting relationship between the brand and the customer. Slogans are brief and frequently only exist for a single campaign.
What should you do if your slogan needs to be changed?
You’ve at last succeeded. You studied successful marketing strategies, investigated your target market, and diligently created a slogan, but perhaps you didn’t achieve the outcomes you were hoping for. Given how your company has developed, the slogan you initially selected for your brand may no longer be appropriate.
What do you do then?
Of course, a no longer effective slogan cannot be kept! So, you start over from scratch and develop a fresh tagline for your company. Sometimes, this entails throwing out what you’ve got and creating something entirely new, while other times, you might only need to change a few words.
Your reasons for changing the slogan will determine how much of it you update, but whatever your motivation, remember that strategy is also at play. Once more, you must decide what distinguishes your brand from the competition and why your company is unique. Decide how to appeal to your target audience more effectively by considering what you have to offer.
Is creating a slogan even worthwhile?
You might be thinking, “If they can do it, why can’t I?” because companies and brands have succeeded in building their reputations without a memorable slogan. You can if you’re willing to forgo a highly successful marketing strategy.
You might have to put in more effort to build your brand’s identity without a slogan. This is feasible, but having a brief phrase encapsulates your brand and its goals will make building brand recognition easier.
Additionally, because your slogan is distinctive, you ensure that the identity you create for your brand stands out as well. Brand identity is functional when consumers must choose between you and your competitors.
Conclusion
Although creating a great slogan is challenging, it’s a great way to set your brand apart from the other billions of companies. The best slogans aid in developing and safeguarding your brand’s reputation for years, if not decades. In that case, they are crucial in getting the word out, encouraging people to try your products, and winning over customers.
While creating a slogan or slogan for your company or brand requires considerable research, planning, and creativity, you’ll discover that the payoff is worthwhile. These catchy phrases or fragments are potent ways to help your company expand.
Remember to give slogan writing for your brand or product in your marketing campaigns a shot. It can make a significant difference in your brand’s development strategies.