What is a slogan?
A slogan is a witty, punny, or memorable catchphrase that represents a product or company. Great slogans are crafted with care while communicating the benefits you want consumers to associate with your business.
Why You Need a Slogan
Slogans help to improve brand recall and make your brand stand out. Consider them an opportunity to make a lasting impression on your audience. It connects them with who you are, what you do, and what you intend to achieve. Powerful slogans can do the following:
- Reveal product/service benefits
- Connect with emotion
- Offer a promise or commitment
- Be funny
- Create a strong memory of your brand
Take a look at FedEx’s slogan: “When it absolutely, positively has to be there overnight.”
Although this slogan is fairly long, it does a good job of being memorable. It tells you the benefit of choosing FedEx and makes a strong statement about their business: they’re fast and reliable.
Slogans like, “We deliver” doesn’t say anything meaningful and is too vague. Why would anyone choose a shipping service with that slogan when FedEx gets it there absolutely, positively overnight?
Slogan vs. Tagline
Slogans and taglines are often used interchangeably, however, they serve two completely different purposes. Both identify a business, brand, product, or service for what they do. The difference is how it positions a company in their industry.
- A slogan captures a company’s mission, strategy, and how they help their customers. Slogans tend to be longer than taglines.
- A tagline is a catchy phrase that evokes emotion and imagery about your business or brand. Taglines are memorable and easily shareable.
Taglines are typically used with a company’s logo and published throughout advertisements. The ultimate goal is to drive more brand awareness. In contrast, slogans encompass a company’s core values and promises which can be used as a company grows and evolves.
You may not need both a slogan and a tagline. But as you develop your brand, you might find a new slogan or catchphrase to promote during a campaign.
Catchy Slogans Used Through Time
- iThink therefore iMac. ? Apple
- Reach out and touch someone. ? AT&T
- The Citi never sleeps. ? Citi Bank
- A diamond is forever. ? De Beers
- Shave Time. Shave Money. ? Dollar Shave Club
- The happiest place on Earth. ? Disneyland
- Buy it. Sell it. Love it. ? eBay
- Keeps going and going and going. ? Energizer
- We live to deliver. ? FedEx
- Imagination at work. ? General Electric
- Don’t be evil. ? Google
- Leave the driving to us. ? Greyhound
- Pleasure is the path to joy. ? Hӓagen-Dazs
- American by birth. Rebel by choice. ? Harley Davidson
- Solutions for a small planet. ? IBM
- Born to perform. ? Jaguar
- Twist, Lick, Dunk. ? Oreo
- Because you’re worth it. ? L’Oréal
- The relentless pursuit of perfection. ? Lexus
- Good to the last drop. ? Maxwell House
- I’m lovin’ it. ? McDonalds
- Got milk? ? National Milk Producers Board
- Just do it. ? Nike
- At the heart of the image. ? Nikon
- Live in your world. Play in ours. ? PlayStation
- I am what I am. ? Reebok
- Taste the rainbow. ? Skittles
- Obey your thirst. ? Sprite
- Eat fresh. ? Subway
- Outwit. Outlast. Out Play. ? Survivor TV series
- Be all that you can be. ? U.S. Army
- It’s everything you want to be. ? Visa
- Think small. ? Volkswagen
Tips to Create a Slogan
- Use these 5-memory techniques.
- Rhyme: words that have the same sound.
The best part of waking up is Folgers’ in a cup. ?Folgers
- Alliteration: Words that start with the same letter.
The daily diary of the American dream. ? Wall Street Journal
- Repetition: Uses a repeating word or concept.
Have a break, have a KitKat. ? KitKat
- Reversal: phrases that include opposite meanings.
Our food is fresh. Our customers are spoiled. ? FreshDirect
- Double-entendre: Words or phrases that are open to two interpretations, one of which is risqué, sexual, or indecent.
Pleasing people all over the world. ? Holiday Inn
- Highlight a key benefit. The purpose of a slogan is to differentiate your product or brand from competitors. It should touch on the general mission of your business and express the unique benefits it offers to consumers. Slogans can be the first point of contact with potential buyers, so it is absolutely necessary to emphasize your business worth. Isolate and focus on one key area if your business and incorporate that into a slogan.
- Keep it simple. A slogan is only effective if an audience can understand it. Focus on using short sentences and short words because you only have a few short seconds to capture your audience’s attention.
- Be honest. Honesty is important and valued by consumers. If you can’t deliver a statement your business won’t uphold, don’t use it. Statements like, “the best” or “#1 at what we do” is difficult to prove and rarely believed. So, find a clever way to express your business perks.
Steps to Create a Slogan
Step 1: Assemble Your Team
Gather your team for a brainstorming session and find ideas that reflects what your business does and the message you want to achieve.
Step 2: Define Your Values
With your team, define or review the core values of your business. Use this as a starting point to find segments of your business to create your slogan.
Step 3: Focus Your Message
Find one key area of your business you want to focus on. What features or benefits can be emphasized to make your business stand out from the competition?
Step 4: Assemble Your Team
Gather your team for a brainstorming session and find ideas that reflect what your business does and the message you want to achieve.
Step 5: Write Your Slogan(s)
Start writing. Use all your ideas to create variations of words and phrases. Take a moment away from the writing and return to it with a fresh mind. Filter the slogans that resonate with your business and fine tune if necessary.
As you create your slogan, focus less on the “content” of the message and more on the “memorability” of it. Without memorability, your slogan is unlikely to accomplish much. That is the key to a strong online brand.
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