Good slogans stick in the mind, send a message, and contribute to driving sales. Countless slogans have come and gone throughout history, but what makes a slogan stand out from the crowd?
What are Slogans?
Slogans are small, attention-grabbing phrases used in the marketing world. Think of the type of slogans that you read or hear, and they stay in your mind for days. The very best slogans can even become as iconic as a brand themselves, lingering for generations.
Businesses can also use slogans for specific products or campaigns. That’s why you may find global brands deploying a variety of slogans.
What Makes Good Slogans in the Business World?
Good slogans are designed to stay in your head for years. Simple phrases have such longevity that they come to define a brand and its values. In some cases, you may remember the slogan more than the name of the company that created it.
Here are the factors that make impactful slogans:
- Memorability – Slogans are there to be remembered. Your slogan should stick within a customer’s head and cause instant recall for your business and what it does.
- Simplicity – Most slogans are no more than six to eight words. They use uncomplicated language and can appeal to just about everybody.
- Emotion – Slogans must convey emotion, whether that’s something positive or negative. Tapping into emotion spurs action, which is ultimately what a business wants with any marketing device.
- Distinctiveness – Slogans must be distinctive to your brand. If your slogan is too similar to your competitor’s, there’s a high chance of them becoming confused.
- Credibility – Does your slogan match up with your brand? If consumers don’t think so, they won’t respond to it how you want. Like all advertising, it must be honest and realistic.
Take these five elements and compare them to slogans that have stood the test of time, and you will spot their presence in every one.
Effective Slogans Examples
Slogans are among the most effective marketing tools when deployed correctly. Here are five popular slogans and what made them so powerful:
- Wheaties/The Breakfast of Champions – This slogan was placed on bright orange cereal boxes together with an image of an athlete. It’s empowering and seamlessly fits in with the image Wheaties was trying to portray.
- De Beers/A Diamond is Forever – Named the Slogan of the Century in 1999, De Beers created this slogan in 1947, and its simplicity influenced not just the company but also changed the world of advertising.
- Allstate/You’re in Good Hands – Coined in the 1950s, Allstate’s slogan is simple and straight to the point. It demonstrates the values that make Allstate distinct and makes a promise to the audience.
- Capital One/What’s in Your Wallet? – Capital One launched this slogan through an advertising campaign in the mid-2000s. It soon became associated with the concept of banking and credit cards, creating instant brand recognition.
- Lay’s/Betcha Can’t Eat Just One – Announced in 1963, this slogan issues a challenge to the consumer, daring people not to eat an entire bag in a single session. It plays on psychology and adds a touch of fun to the brand.
Tips for Building Unique Business Slogans
How do you come up with iconic slogans that drive your brand to new heights? It’s part science and part art. Sometimes, certain slogans just hit differently. Let’s go through some tips for building your own slogans:
- Brainstorm words, competitors, and brand values.
- Get input from your team. What sounds good to you might not sound great to them.
- Check to make sure that your slogan stands alone. If it has to be explained, then it’s not a great slogan. All slogans should appeal to people who don’t know your company.
- Study your market and think about what appeals to them.
- Avoid timely slogans that are based on current events. All slogans should be as relevant 100 years from now as they are today.
- Consider integrating wordplay and humor if it’s appropriate to your brand.
- Incite a response that encourages action. Many slogans are actually calls to action, like you’d find on your website.
Above all, test-drive any slogan you come up with using people from outside your company. Set up a focus group and get feedback on your shortlist of slogans.