Catchy slogans instantly evoke images of companies, products, and services. Some of the most iconic brands on the planet have created slogans that have driven millions of sales through traditional advertising campaigns and social media awareness.
Not all slogans were created equal, though, but there is a science to the art of building memorable slogans. Understanding what a slogan is and how it accomplishes its goals is critical to building a similar result for your business.
What is a Slogan?
Slogans are memorable phases in commercial advertising. They are used repetitively to stick in the minds of a brand’s target audience. Many slogans are associated with particular product lines, whereas others are used for companies as a whole.
Slogans are rarely more than six to eight words and often use clever wordplay and word order to be as impactful as possible. They bring together brands and the psychology of words to be as effective as possible in strengthening brands, drawing in an audience, and customer retention. Ultimately, successful slogans drive sales.
Slogans vs. Taglines
Taglines are not another name for slogans. Although often confused, they’re distinct brand elements that serve different purposes. Slogans are designed to power marketing campaigns and produce something customers can immediately associate with a brand or product line.
Taglines differ in their intent and tone of voice. Instead of being associated with a brand, taglines communicate an idea. In other words, a tagline is less about advertising and more about public relations.
A slogan sells a product or service, whereas a tagline focuses on the overall brand and narrows down on a specific aspect of a company. Apple’s “Think Different” clearly focuses not on a specific product but on its culture of innovation.
Both slogans and taglines are vital parts of your company’s identity, but where they’re deployed and for what purpose differ.
What Do the Best Slogans Consist Of?
Any company can invent a slogan, but millions are spent on testing new slogans for a reason. Breaking down popular slogans that have stood the test of time reveals that the best-performing slogans have three aspects in common:
- They grab an audience’s attention.
- They stick in the mind to drive future buying decisions.
- They produce a value proposition or highlight a competitive edge.
Slogans Examples
Let’s examine some of the most popular slogans from global brands to understand how the three aspects work together in tandem:
- Gillette – The best a man can get.
- Maybelline – Maybe she’s born with it. Maybe it’s Maybelline.
- McDonald’s – I’m lovin’ it.
- United Airlines – Fly the friendly skies.
- Burger King – Have it your way.
- Levi’s – Quality never goes out of style.
- Disneyland – The happiest place on earth.
- Washington Post – Democracy dies in darkness.
- Sprite – Obey your thirst.
- Avis – We try harder.
How to Write Catchy Slogans
Writing catchy slogans requires maintaining brand consistency but incorporating a lot of information into a small set of words. There’s an art to working together with words to create a sensation that resonates with your target market.
Brainstorm Words
Think of words that relate to your business. It could be a core value or something that describes your products. Use this brainstorming session to build a list as a starting point for fitting them together later.
Rely on Small Words
Mass market appeal relies not just on the number of words but also on the length of said words. Smaller words connect to every audience, regardless of background, age, or demographic. They also provide an easy way for people to connect with them.
Make Them Easy to Say
Slogans must be heard, said, and seen. Practice saying words aloud, note down how they feel, and how they roll off the tongue. Catchy slogans are designed to be easy to repeat and should be replayed within the audience’s heads.
Incorporate Power Words
Power words are powerful words that boost a slogan’s strength and spur a call to action. Countless leading slogans are as much a catchy line as they are a call to action. One example could be Subway’s “Eat Fresh” slogan.
Market Test Your Slogans
Test your slogans on an active market to see how effective they are. Present a variety of options to a test group and ask them for their thoughts. Multiple rounds of testing will ensure that your chosen slogan is ready for the market before you begin investing capital into it.