What Is a Slogan?
In terms of business, a slogan (also known as a tagline) is a catchy phrase or a few words arranged in a specific way to describe the company’s identity or a certain product.
A perfect slogan is able to express a complicated notion and add an emotional impact to it by using just a few words. That’s why writing catchy slogans is so hard. That being said, it’s definitely worth the effort, as a good slogan can be a tremendously effective way of advertising.
Every tagline’s purpose is to leave a certain message in potential customers’ minds. They are designed to grab a consumer’s attention faster than, for example, a blog post or a press release. Taglines are easy to remember and understand, which makes them an incomparable advertising method.
How do you know whether the tagline is good? Well, the following are key components that turn a regular tagline into a great tagline:
- It can be easily memorized. It’s brief and simple, sometimes funny, and definitely sticks in people’s minds after they only hear or read it once.
- It has a friendly tone and creates a positive image for the company. The best taglines are lively and include positive persuasive words to leave a good impression on consumers.
- It presents the main benefit of a company or a product. By simply reading a few words, a customer will know what he or she can receive by buying a product or using a service.
- It makes the brand stand out. A good advertising tagline highlights the best features of your product. It shows how your product is different from the competitors’ – and better than them. For example, maybe your delivery service is the fastest in the city or, let’s say, your fruit candy has the least calories among sweets.
Now you know the definition and the components of a good slogan. If you want your own company to have a high-quality slogan that achieves all these things, you might consider hiring a professional to write it for you. You can also try doing it yourself, but you need to learn a couple of rules and writing tips.
The Slogan Writing Process and Its Peculiarities
The process of writing slogans can be rather tricky. You have a few options here.
Option number one was mentioned before: asking a professional outsource writing service to create a tagline for you. Option number two entails using a slogan generator. Most of them are free and easy to use, but chances are you won’t be 100% happy with the results. Option number three is writing catchy taglines yourself. Don’t dismiss it as impossible, and don’t give up without even trying to succeed.
Writing company slogans consists of three main stages. You begin by presenting your company’s mission. You need to tell the reader not about what you do, but why you do it. What do you want to achieve through your work?
The next step is showing the customers what benefits they will receive when using your product or services. By combining this element with your company’s mission, you will connect with your target audience more strongly. Your potential customers need to know what you are capable of doing for them and why they should be interested in what your company produces.
Step number three is differentiating your company. Here you need to communicate your brand’s image and personality. Why? First of all, it will set you apart from your competitors. Furthermore, by stating that you’re “not like others”, you might pique the interest of potential customers.
We’ve now established the three main steps you need to take in order to write the best advertising slogans. But there’s one more way to increase your chances of creating successful taglines.
Check out other brands’ slogans. It’s a great source of inspiration, but make certain you don’t draw from poorly written taglines as an example. You will find some outstanding tagline ideas and examples below, so make sure you pay attention to them.
It’s also helpful to brainstorm and write down everything that comes to mind. Some ideas might look a bit silly at first, but they might grow into something better and bigger.
Making your tagline easy to remember is always a smart idea. You might try rhyming, but usually being brief and keeping a good rhythm for the text is what works best.
Stay sincere. Do not over-exaggerate, as customers don’t usually buy phrases like “We are number 1!” or “The best of the best!” Never promise something you won’t be able to prove or back up, because this way you will lose more customers than you gain.
It’s always a wise idea to give your slogans some time and read them again the next day. You will be looking at them with a fresh mind, which will make it easier for you to pick the best one. You might come up with new ways to tweak your text or other interesting ideas after a good night’s sleep.
Top 6 Tips for Slogan Writing
Every new tagline you come up with might be better than the previous one. To ensure you continue to improve, you should use some extra tricks and tips. Keep the following advice in mind, and you will bring your business’s marketing and advertising game to a new level:
- Don’t rush. Do your research, learn as much as you can about your target audience and your competitors, and only then get to writing. Once you’ve written them, it’s advantageous to come back to your slogans after some time and see whether they still look good to you.
- Add humor if (and where) you can. A funny catchphrase will establish a connection between you and prospective buyers faster. Plus, witty taglines are easier for people to recall. But you should be careful: you’re not a comedian, and your work is the real deal, so don’t turn your business slogan into a total joke.
- Keep it simple. Again, a short and simple tagline will be more easily remembered.
- Try to highlight the uniqueness of your work. What makes you special? What do you do differently that allows your business to stand out from the competition?
- If possible, use a call to action. A good call to action will inspire potential clients to buy your product or use your services.
- Consider linking a proverb or a well-known expression. These connections are a creative way to style your slogan (for example, “Understanding comes with Time” by Time Magazine).
These tips and ideas will help you add a pinch of creativity to your tagline, making it an effective marketing tool.
Slogan Examples to Learn From
The following brands can easily be called masters of taglines. They write well and they sell well. Studying the brands that truly know how to create a captivating slogan will give you some cool thoughts on what your own tagline should look like.
The first one on the list is, of course, “Think Different” by Apple. You are aware of how much Apple sells and earns every year, right? Of course, the quality of their product plays the biggest role, but the advertising doesn’t fall too far behind.
For the consumer, “Think Different” highlights the contrast between this brand’s computers and your ordinary old one. Plus, when buying from a company with that tagline, you kind of feel unique as well – as if you are among those who “think different”.
You have surely heard MasterCard’s slogan. This company really managed to play on emotions when writing their unforgettable tagline, which describes things you can’t buy with money (like a time with your child or a sincere conversation), and then informs you that “for everything else, there’s MasterCard”. Yes, it’s a bit long, but who cares? It delivers such a strong message and is able to elicit an emotional reaction from the public.
“The Ultimate Driving Machine” is a motto by BMW that is impossible for a customer to ignore. Pointing out the excellence of their product, BMW presents a bold and confident statement. It’s not exaggerated, and they are not lying; the company simply wants to state that driving one of their cars is a unique experience.
The Dollar Shave Club is another example worth considering when writing business slogans. “Shave Time. Shave Money” perfectly shows the company’s aim and expertise while fitting the brand’s tone. The wordplay is funny, but at the same time, it represents the two strongest sides of the company: affordable prices and time-saving convenience.
Esso, with their “Put a Tiger in Your Tank”, managed to create a powerful and compelling call to action. By associating their high-quality petrol with the strength of a tiger, the company told consumers how good their product was.
The iconic “Betcha Can’t Eat Just One” by Lay’s is another slogan masterpiece that combines simplicity and genius. Is this phrase trying to say that Lay’s chips are so delicious that you can’t stop after only one? Perhaps. But what it really points at is the human nature. No one can resist eating a whole bag of chips, right? By being so truthful and presenting a totally human tagline, Lay’s attracts lots of customers.
“Just Do It”. It’s short, strong, and powerful. This tagline really suits Nike’s style and mission. It hits the target audience just in the right spot, perfectly reflecting the message of the company. This slogan communicates that Nike isn’t only about athletic clothing anymore – it’s also about your passion and spirit.
L’Oreal appeals to women all over the world by saying “Because You’re Worth It”. It’s not about their cosmetics. It’s about how women feel after using them. This motto is encouraging and inspiring. It doesn’t sell makeup. It sells the way women could feel when using that makeup: worth it.
Hewlett Packard, or HP, is another brand that points at what customers receive when buying from the company. “Expanding Possibilities” reflects the company’s policy of always improving and offering something better and different. At the same time, it implies that when using company’s products, customers will get something innovative or something they didn’t think was possible.
Harley Davidson knows how to address their target audience. “American by Birth. Rebel by Choice” appeals to so many people who are proud to be American and have somewhat rebellious beliefs and natures. This tagline perfectly fits the company’s spirit and products.
There are more examples, hundreds of them. Check them out and get to writing.
Finding Professional Slogan Writers
If contemplating how to come up with a slogan on your own is too burdensome and time-consuming for you, you might consider hiring a professional slogan writer. There are a few options to choose from depending on the specifics of your business and its marketing plan and approach.
The work of a freelance slogan writer can come in handy for one-time jobs or when complementing the work of your team (featuring other freelance copywriters, designers, and marketing specialists) with their services. Slogan writing as a part of a comprehensive marketing campaign and/or brand image development strategy would be a better task for an advertising agency.
When engaging either a freelance slogan writer or an advertising agency, it is advisable to provide them with as many materials on your product/service as possible to serve as background and direction for their subsequent brainstorming process. If available, target audience research serves as an invaluable resource. You can additionally include a list of slogans you personally like; this allows the writers to get a feel for the style and emotion you expect them to incorporate in the tagline.
Freelance Slogan Writers: Low-End and Personalized Service
These can easily be found online on freelance platforms like Slogan Singers and Freelancer, or by posting an ad on Craigslist. Pay attention to the writer’s overall rating as well as specifically to their slogan writing experience. Not all freelancers with vast writing experience have a clear understanding of how to write a slogan. However, if the writer has extensive experience in writing sales copy in their portfolio, that suggests they will be better able to cope with the task.
Although freelance writers cannot boast of slogan writing experience approaching that of an advertising agency that can offer professional website copywriting service, they provide an affordable solution for small business owners. Moreover, it is likely you will be able to get a personalized approach to your cooperation, which is an advantage if you want the writer to grasp the emotion standing behind your brand and infuse it into the tagline.
Advertising Agencies: Extensive Performance
For mid-sized and large company owners, entrusting advertising agencies with writing taglines can be a worthwhile investment. Agencies offer experience, expertise, and a team of well-tried writers; this is reflected in both the high price and the high quality of content delivered. Looking at lists of the most famous slogans, which significantly leveraged brand awareness for their companies, one notices that the majority of them were created by renowned advertising agencies.
Another huge advantage of commissioning an agency to create a catchy slogan for your business is acquiring access to a wide array of other marketing tools. An advertising agency will often offer you a full-fledged marketing research before writing slogans, as well as extensive slogan testing.
In-House Slogan Writers
Assigning a full-time copywriter to sloganeering is another option for larger businesses. This decision can be fruitful as long as your in-house writer is experienced in writing sales copy and retains a creative approach when performing their writing. If you do not have a writer that fits this description, it is better to avoid risks. Your average sales manager, who does not make money writing slogans on a daily basis, stands a poor chance of coming up with ingenious company slogan ideas on par with those of specialists.
The Power of a Catchy Slogan
We have mentioned above that being easy to remember is one of the key features of what makes a good slogan. In fact, creating a memorable tagline amounts to making a long-term investment into brand recognition. When your potential customer’s brain immediately conjures up those benefit-focused words upon just seeing your brand logo or hearing your brand name, this means you no longer need to continually persuade the audience of your company’s advantages. They are already repeating them in their minds, whether consciously or not.
This works the other way round as well. Practically all good taglines are made up of simple words, which are used in everyday speech. However, when a simple word combination evokes the memory of your brand image without even needing to name it, you’ve reached one of the ultimate advertising goals.
The following 30 companies know how to make a catchy slogan without a doubt. You can test the catchiness of these taglines yourself by clicking through the slogans with the brand names revealed in the next picture. From the “So good” slogan that makes you salivate, to the good old “That Was Easy” slogan, how many company names can you guess?
35 Most Renowned Slogans of All Time
In this list, we have gathered 35 examples of the most famous slogans, which are true copywriting masterpieces.
- Think different. Apple
- Don’t leave home without it. American Express
- The ultimate driving machine. BMW
- We try harder. Avis
- There are some things money can’t buy. For everything else there’s MasterCard. MasterCard
- Because change happens. Zurich
- Impossible is nothing. Adidas
- Just do it. Nike
- Live in your world. Play in ours. PlayStation
- Quality never goes out of style. Levis
- The happiest place on earth. Disneyland
- Think big. IMAX
- When there is no tomorrow. FedEx
- American by Birth. Rebel by Choice. Harley Davidson
- There is no substitute. Porsche
- A diamond is forever. DeBeers
- It’s the real thing. Coca-Cola
- The customer is always and completely right! Marks & Spencer
- Stronger than dirt. Ajax
- Connecting people. Nokia
- When you care enough to send the very best. Hallmark
- The appliance of science. Zanussi
- See what we mean. Canon
- Push button publishing. Blogger
- Tastes so good cats ask for it by name. Meow Mix
- Obey your thirst. Sprite
- The capitalist tool. Forbes Magazine
- I am what I am. Reebok
- At the heart of image. Nikon
- Buy it. Sell it. Love it. eBay
- It could be you. The National Lottery
- It’s everywhere you want to be. VISA
- Good to the last drop. Maxwell House
- The heartbeat of America. Chevrolet
- Save money. Live better. Walmart
Final Thought
As you can see, a slogan is a marketing instrument that holds a deep meaning and immense power within its small length. Hand in hand with a brand logo, your slogan represents the essence of your company, which is why so much thought should be given to its creation.
I’ve got you familiar with an up-to-date vision of “what is a slogan” and given you some handy slogan tips. Our recommendations will be equally useful whether you are brainstorming taglines yourself or commissioning a professional writer to create one. The examples of the most famous slogans should serve as a guide and a source of inspiration.
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(58 votes, average: 4.26 out of 5)
Focusing heavily on the business mission gives you immense clarity in picking a slogan Ivan. I though of my chief intent with Blogging From Paradise: retire to a life of island hopping through smart blogging. Blog tag line for me because it is the core message to run with. Short and punchy is OK in some instances and in others, thorough works. Loving this advice.
Hey Ryan, thanks a lot for your kind words. I’ve checked your blog. It looks really great!) Great job!
It was cool to recall all these famous slogans! Your thoughts about making a good slogan are deep. I have got a thought I want to share. How do you think, why the same slogans do not work for different languages, even if they are translated identically? I was working with international companies, and they had to apply individual slogans for different languages. I am sure it is about logical emphasizes, different treatment of same parts of speech and peculiarities of each language. Slogan makers, think about it! This is my little contribution to your cool post, Vladimir
Thanks, Marc. Yes, you are right. The same slogans don’t work in different languages. It depends on the peculiarities of each language. It’s better to come up with a new slogan for each language.
Hey, Ivan!
How wonderful to see a new post from you!
I want to express my gratitude to you. You can see that you put some heart into this article. Keep it up!
I think the gold of the post is that you explained everything very accessible. As for me, this article is a good guide for beginner writers.
I will definitely share this post with my friends!
I’ve enjoyed your post so much because you’ve managed to tell about all the peculiarities of slogan writing using simple words and bright pics with examples. Every day having a coffee break I buy chocolate and which one do I choose? You must have heard the slogan “Have a Break, Have a Kit Kat”! I go and buy Kit Kat because I associate it with the rest from work. I also like the one Adidas has “Impossible is nothing” is the slogan with the very powerful meaning. Thanks for sharing the best slogan ideas and inspiring to brainstorm creative ideas! Will wait for more great posts!