How to Create an Awesome Slogan

If we had to come up with a slogan for this article, it would probably be “100% useful”. In the next few lines, you will find an introductory but quite complete guide on how to create an effective slogan for your brand or product. Find out how to put together a creative slogan that reflects the essence of your brand and sticks in your customers’ minds!

Slogan vs. motto vs. Mission vs. PUV

A slogan is a short, simple catchphrase used to promote a company or a product. Loaded with a strong message and emotional connotations, a slogan aims to attract and retain customers’ attention. 

Slogans are often confused with mottos, missions, and unique selling propositions (PUV). However, each of these terms has its characteristics and objectives. Let’s draw a line of distinction between these notions. 

The motto is an important element of a brand’s corporate culture. Unlike a slogan that is used to promote a brand, the motto serves to encourage and motivate all the company’s personnel. In rare cases, however, a motto and a slogan overlap (see examples at the end of the article). 

A unique selling proposition, on the other hand, identifies a competitive advantage that makes customers choose your product over your competitors’ offerings. Sometimes the slogan can be PU-based, for example, “We try harder” (Avis) or “It melts in your mouth, not in your hand” (M&M).

In turn, a mission characterizes the main objective for which you are working. Some companies base their slogans on their mission. However, a mission and slogan can also exist separately. For example, IKEA’s mission is “to create a better everyday life”, while its slogan is “A wonderful everyday life”.

Types of slogans

Depending on the purpose of the company, marketers distinguish between two main types of slogans:

1. Image slogans shape your company’s image, revealing your principles and values:

  • “Live to walk, walk to live” (Harley Davidson)
  • “Because I’m Worth It” (L’Oréal)

2. Product slogans describe the competitive advantages of your company, product, or service and encourage customers to make a purchase: 

  • “Get Some Nuts!” (Snickers);
  • “Uncola” (7UP).

Depending on their structure, slogans come in 3 types:

1. The statement is a sentence that provides information about the brand:

  • “Quality worth every penny” (M&S);
  • “All The News That’s Fit To Print” (New York Times).

2. The question piques your customers’ curiosity and identifies their weaknesses:

  • “Has milk?” (California Milk Processor Board);
  • “Can you hear me now?” (Verizon).

3. The call to action is a direct request to the public: 

  • “I bet you can’t eat just one” (Lay’s); 
  • “Live young” (Evian).

How to Create a Cool Slogan: Complete Guide and Common Mistakes

A good slogan contains a strong message and a deep meaning that should be expressed in as few words as possible. If you think this is a difficult task, let us prove you wrong! Learn how to create a powerful slogan with minimal effort. 

Step 1. Analyze your business

Systematize information about your company and target audience by answering the following questions:

  • What products or services do you offer?
  • Who is your target audience?
  • Also, What problem does your product or service solve?
  • What makes you stand out among your competitors?
  • What are your mission and goals?
  • And, What emotions do you want to arouse in your target audience?

Step 2. Create a mind map 

Based on the information collected in the first step, create the so-called “mind map”. Write the words that characterize your brand and create multiple associations for each word. 

Step 3. Create a slogan

Use the words from your mind map to create slogans. Don’t try to create an ideal catchphrase right away. Let go of all expectations and just write down whatever comes into your head. Also, try a smart online slogan generator like Gemsleek. Just enter your keywords and Logaster will generate custom slogans for your business!

Step 4. Choose the best slogans and edit them as you wish

Select up to 10 slogans that most caught your eye and refine them:

  • Try to make the sentence shorter. The slogan must contain a maximum of seven words. 
  • Spice up your slogan with rhymes, alliteration, sound imitations, and other techniques. 
  • Go sifting through the slogans and choose 2 or 3 that you like the most.

Step 5. Follow the following checklist. 

Ensure that each of your chosen catchphrases meets the following criteria:

  • Your slogan should be short and succinct. 
  • Your tagline should outline your brand values ​​or the benefits customers receive from using your product or service. 
  • Also, Your tagline should address your customers’ needs and speak to them in a language they understand.
  • Your slogan should be motivational, thought-provoking, or funny. It should resonate with your audience and evoke emotions.

Pay attention not to make the following very common mistakes. When crafting a smart tagline for your brand, avoid:

  • Generic and well-known phrases such as “exclusive offer”, “low prices”, etc.;
  • Sophisticated terms;
  • Inaccurate or irrelevant information;
  • Negative associations.

22 Iconic slogans

Learning from the big brands can be of great help in crafting your slogan. Although some of these phrases that we are about to see are already out of use, they functioned as building blocks that were very important in the formation of the name of these great brands.

1. McDonald’s

McDonald’s iconic slogan “I Love It All So Much” dates back to 2003. In it, the fast-food chain focused on emotions and had great success. To make the phrase catchy and colloquial, the brand opted for “I love all this very much” instead of “I love him very much” which would be a more formal version.

2. BMW

In the 1930s, the automaker began to explore the theme of “pleasure” in its marketing campaign. The creative pursuit in this direction reached its peak in 1965 when BMW came up with its most iconic phrase yet, “Pure Driving Pleasure”.

3. Mercedes

“Best or Nothing” is an impressive slogan that Mercedes has been using for over 10 years. Lean and accurate, the phrase emphasizes the company’s commitment to meeting the highest standards in all aspects of its work, from engineering to design and customer service.

4. Toyota 

Created in 2013, Toyota’s “Let’s Go Places” slogan showcases the company’s pursuit of steady growth, technological progress, and bold experiments.

5. Coca-Cola

The 2009 slogan “Open Happiness” contains a simple but impactful metaphor that channels customers’ emotions.

6. Pepsi

In 2019, Pepsi released its awesome new tagline, “That’s What I Like.” The global food and beverage company urged its devoted customers to do more of what makes them happy.

7. Audi

It is a rare case where, to promote the brand globally, the company uses a slogan in its native language. Created in 1971, the catchphrase “Vorsprung Durch Technik” (“Progress through technologies”) draws attention to the technological superiority of the German-based car manufacturer.

8. Nike

The iconic catchphrase “Just Do It” transcends motivation, inspiration, and equal growth possibilities for every human being. The slogan has been trending since 1988!

9. Apple

In 1997, Apple came up with the slogan “Think Different” in response to “Think” that was used by IBM, Apple’s main rival at the time. That’s how the IT giant encouraged its brand advocates to be creative, take risks and push new boundaries.

10. Walmart

The economic pricing policy has always been the hallmark of this supermarket chain. In 2007, Walmart updated its old slogan “Always Low Prices” to a smarter phrase “Save money. Live better”. The new slogan demonstrates the value that the brand adds to the lives of its customers.

11. Burger King

In 2014, Burger King invented a powerful new slogan, “Be Yourself.” It’s a great way to remind customers that pretending to be someone else is not the best way to live your life. 

12. Adidas

There is hardly a more inspiring catchphrase than “Nothing is Impossible” by Adidas. The slogan has been in use since 2004 when the sportswear maker released its famous TV commercial starring boxing legend Mohammad Ali. 

13. Disney 

“The Happiest Place on Earth” is arguably the best slogan to describe Disneyland’s adventure parks. This catchphrase promises a whirlwind of emotions for children and adults alike.

14. KFC

The super-successful slogan “From Licking Your Fingers” was invented in the 1950s by one of KFC’s franchisees. The phrase is great to praise the incomparable flavor of the iconic chicken nuggets.

15. Facebook 

In 2019, the world’s largest social network replaced its old slogan “It’s free and always will be” with the friendly and short “It’s quick and easy”

16. Google

In the early 2000s, Google promoted its corporate motto “Don’t be evil” to slogan status. This is how the IT corporation expressed its intention to do good and avoid conflict.

17. Volkswagen 

In 1959, the automaker introduced its new model, the Volkswagen Beetle, under the innovative slogan “Think Small”. The catchphrase did a great job showing the multiple advantages of a small, compact car.

18. Under Armor

Some think Under Armor borrowed the idea for its “I Will” tagline from Nike’s “Just Do It” tagline. However, the company argues that, contrary to Nike’s slogan, its catchphrase praises the daily hard work that turns ordinary people into sports stars.

19. Tesla 

While Tesla does not have a slogan, it actively promotes its mission, which is to accelerate the transition to a green economy and sustainable energy use. The mission shines through in every product and service provided by the high-tech giant.

20. Mastercard

In 1997, Mastercard released a TV commercial in which a father takes his son to a baseball game. The two protagonists are having fun while enjoying the exciting game and delicious food. The commercial ends with an impressive tagline – “There are some things money can’t buy. For everyone else, there is Mastercard” – which highlights the importance of vibrant emotions in our lives.

21. Microsoft 

Microsoft’s slogan, “Your potential. Our passion,” was coined in 2002. Through this evocative catchphrase, the IT brand emphasizes its long-term commitment to helping people realize their potential and pursue their dreams. 

22. Samsung 

With its slogan “Do what you can’t”, Samsung encourages its loyal customers to innovate and strive for more. 

In short

A good slogan is a simple, easy-to-understand, and memorable phrase that sums up the essence of your business or product. Study the slogans used by the big brands and try to fit the best practices and tricks into your own company. Hold a brainstorming session and write down as many slogan ideas as possible. As a final step, choose the best catchphrase and polish it.

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