What is a slogan?

A slogan is a tagline that encapsulates what your business or product is all about — it communicates the benefits, your core values, and unique selling points.

Why are slogans important?

In today’s hyper-connected world, an average person receives thousands of advertisements every day. We instinctively filter out certain brands and advertisements unless they’re especially appealing and memorable.

Your business slogan gives you anoka opportunity to differentiate yourself, sell your product, and resonate with your audience.

When done correctly, your slogan can become the cornerstone of your brand or product’s identity. It can keep you top of mind, build understanding and awareness, and cut through the noise.

What makes a great slogan?

Think about some of the most famous slogans and taglines.

• Just Do It (Nike)
• I'm lovin' it (MacDonalds)
• Finger-Lickin’ Good (KFC)
• Happiest Place on Earth (Walt Disney World)
• Gives You Wings (Redbull)
• Betcha Can’t Eat Just One (Lays)
• Because You’re Worth It (L’Oréal Paris)

They’re all catchy and memorable, engineered to stick in your mind for as long as possible. Most important of all they encapsulate the company/product’s core values, goals, and unique selling point with impeccable brevity.

One thing to take note of is that these are slogans for large brands that already have high brand power and recognizability. If you're starting from scratch, make sure your slogan also conveys clearly what exact value and benefits your business provides. You want to err on the side of being too specific rather than too vague. Otherwise, you'll just sound like every other business out there.

As an example, take a look at this slogan for a small business that provides affordable online marketing services:

"We Help Small Businesses Grow"

This slogan is clear and concise, while also communicating the business' core value proposition. It's specific enough to be memorable, but also leaves room for the business to grow and evolve.

Remember, you can also use your sub-tagline to communicate additional information that your main slogan can't fit. So if you have a slogan like "We Help Small Businesses Grow", you could use a sub-tagline like:

"Get More Customers with Less Effort".

This communicates additional value that the business provides (easy and affordable marketing services) that may not be conveyed in the main slogan.

It a fine line to strike between being too generic or too specific, but with a little bit of effort and creativity, you can come up with a slogan that's perfect for your business.

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How do you come up with a catchy slogan?

Whether you’re running a business, launching an ad campaign, or simply just selling a product — a slogan makes all the difference.

If you want to learn how to write impactful and memorable slogans, keep reading. We'll share tips on how to write strong slogans and taglines.

1. Keep it short and sweet: With the exception of the famous Mastercard slogan and a few others, the best slogans and taglines are always concise and short.
   
   A perfect example would be Apple’s “Think Different”. With just two words, the slogan gives you an idea about Apple’s identity and their goals for the future.
   
   So keep it short and sweet, and you'll most often be on the right track.
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2. Use clever wordplay: Clever wordplay can help you catch people's attention and make your slogan more memorable.
   
   For example, KFC's slogan "finger-lickin' good" is not only catchy, but it also makes you think about what the product looks and tastes like.
   
   Another way to capture attention is to use cadence, tune, and something known as the Rhyme-as-Reason effect — a cognitive bias where people tend to believe messages that rhyme more than messages that do not.
   
   You can also bring in a little humor while creating your slogan. Just make sure that it's still relevant to your brand and doesn't confuse or alienate your customers.
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3. ‍Use Active Language: You want your slogan to be impactful, so avoid using too much passive language. Instead, be direct and to the point, and use words that evoke a strong response.
   
   For example, compare these two slogans:
   
   "We want you to be our customer"
   
   vs
   
   "Come to us and be happy"
   
   The first slogan is passive and doesn't evoke much of a response. The second slogan, on the other hand, encourages the reader to take action. It's also more positive and upbeat, which makes it more memorable.
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4. ‍Be aware of your key differentiators: A good slogan captures the essence of your product or business and feels like you’re speaking directly to your intended audience.
   
   Generic templates and slogans just won’t cut it. Slogans like "We're the best!" or "We're number one!" don't make an impact and they won't help your brand stand out. In fact, they might just do the opposite and turn your audience away from your brand.
   
   When thinking of a slogan, think of something only you and your particular product/business can do or achieve.
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5. ‍Brainstorm alternatives: Not every slogan and tagline idea is a winner. Instead of trying to come up with the best tagline right off the bat, get some ideas down first and seek some input or feedback from your family, friends, and colleagues. A second perspective can be incredibly useful especially when you’re stuck.
   
   Another good way is to brainstorm for words related to your business and product. You can use our free slogan generator to help you out. With our slogan generator, you can seek inspiration from hundreds of slogans and even customise the copy for your target audience and brand.