A slogan is an important component of a brand as it allows it to enhance its advertising by motivating its purchase or use, helping to differentiate it from other competing brands, and seeking its positioning in the consumer’s mind.
In this article we tell you what a slogan is, how to create one step by step, 50 examples of famous brand slogans, and what are the requirements that a slogan must meet to be effective.
In this article you will find:
- What is a slogan?
- How to create a slogan?
- Examples of slogans
- Requirements for an effective slogan
What is a slogan?
A slogan (also known as an advertising slogan or advertising slogan) is a short and concise phrase that is used in order to reinforce the advertising of a brand or product , encouraging its purchase or use, helping to differentiate it from other brands or products of competition, and seeking its position in the consumer’s mind.
Generally, a slogan includes one or more attributes or benefits of the brand or product in order to highlight them and relate or associate them with the brand or product in the consumer’s mind, and thus, for example, when the consumer seeks such attributes or benefits to the type of product, think about the brand or product, and decide to buy it.
A slogan generally includes attributes or benefits of the brand or product; however, there are also slogans that convey the idea, concept or style of the company, reflect the essence or personality of the brand, or highlight a quality, virtue or distinctive feature of the product.
Companies often include their slogans in their logos, in their advertising media such as posters, posters and brochures, and in their radio and television advertisements, so that consumers can read or listen to them several times, so that they can impact and remain etched in their minds.
Also, unlike what happens with a brand name or logo , companies often modify or change their slogans from time to time in order to highlight new attributes or benefits; And, in some cases, they use more than one catchphrase for different markets.
A slogan’s main objective is to impact consumers and stay engraved in their minds.
How to create a slogan?
To create the slogan of a brand or product, it is usually recommended to hire the services of a publicist who is in charge of this task; However, creating an effective slogan is not something you cannot do yourself if you have a little creativity, and you follow the steps below:
1. Define attributes or benefits
To create your slogan, first define one or two attributes or benefits of your brand or product that you would like to include in your slogan in order to highlight them, and that consumers relate or associate with your brand or product.
To choose these attributes or benefits, pay attention to the attributes or benefits that you are looking for the most or that could have the greatest impact on the consumers that make up your target market, and make sure to choose attributes or benefits that are not already associated with your brands or products. competition, and rather allow you to distinguish your brand or product from it.
It is recommended that you include attributes or benefits of your brand or product in your slogan in order to associate these in the minds of consumers and so, for example, when they look for such attributes or benefits for your type of product, think about your brand or product and decide to buy it.
However, in your slogan you could also include, transmit or reflect the idea, concept or style of your company, the essence or personality of your brand, or a quality, virtue or characteristic of your product, above all, that you allow you to differentiate yourself from other competing brands or products.
If you find it difficult to identify what you would like to include, transmit or reflect in your slogan, some questions you might ask yourself are:
- What does your product have or offer that other competing products do not have or offer?
- What is the first thing you would like consumers to come to mind when they hear your brand?
- What is the mission of your company?
2. Make a list of slogans
Once you have identified the attributes or benefits of your brand or product that you would like to include in your slogan, make a list with several slogans that include these on a sheet of paper or in an editor or word processor on your computer.
Let’s see some simple examples below:
- If you want to highlight the quality of your product and your low prices, your slogan could be: “The best quality at the best prices.”
- If you want to highlight the pleasure that people have when they use your service, your slogan could be: «The pleasure of living».
- If you want to highlight the exclusivity of your brand, your slogan could be: “Be unique.”
- If you want to highlight the fact that in your company consumers will always find the lowest prices on the market, your slogan could be: “The lowest prices”.
When writing your slogans, remember that a slogan is a short and concise phrase whose main objective is to impact consumers and stay engraved in their minds. A tip for writing slogans capable of meeting this goal is to make use of rhymes, puns, analogies, or syllogisms.
Writing several slogans could make a brainstorming or brainstorming where you ask for partners, workers, relatives or friends who propose ideas for slogans that include attributes or benefits that you would like to include in your slogan.
3. Choose slogan and include it in the media
Once you have your list of slogans, choose the one that best transmits what you want to transmit, and that could most impact consumers and be etched in their minds.
Taking into account that later on you could decide to modify or change your slogan, or have more than one slogan for different markets, apart from the slogan you have chosen, you could choose to save other slogans from your list in case you later decide to use them.
Once you have chosen the slogan for your brand or product, check its spelling, make sure that it really transmits what you want to transmit, and fulfills the main objective of a slogan: to impact consumers and be engraved in their minds, and make corrections that you consider necessary.
And once you have the final version of your slogan, so that it is heard or read several times by consumers, and thus has the due impact, in addition to including it in your logo, be sure to include it in your advertising media such as posters, posters and brochures, and in your radio and television commercials.
To choose the best slogan from your slogan list, you could also ask partners, workers, family or friends to help you with this task, and incidentally also help you review and give the final touch to the slogan you have chosen.
Examples of slogans
Here is a list of 50 slogans or advertising slogans of famous brands that have impacted consumers and stuck in their minds, and that you could take as a model, reference or inspiration to create yours.
- Nike : “Just do it”.
- Adidas : “Impossible is nothing”.
- Reebok : “I am what I am”.
- McDonald’s : “I’m lovin ‘it”.
- Burger King : “Have it your way”.
- KFC : “To lick your fingers.”
- Subway : “Eat Fresh”.
- Taco Bell : «Live More».
- Lay’s : «Betcha can’t eat just one!» (Because you can’t eat just one).
- M & M’s : «Melts in your mouth, not in your hands» (Chocolate melts in your mouth, not in your hand).
- Snickers : “You’re not you when you’re hungry”.
- Kit Kat : “Have a break, have a Kit Kat” (Take a break, take a Kit Kat).
- Skittles : “Taste the rainbow”.
- Nestlé : “At ease with life”.
- D’Onofrio : “Near you.”
- Nescafé : “It all starts with a Nescafé”.
- Coca-Cola : «Open Happiness» (Uncover happiness).
- Red Bull : “Red Bull gives you wings”.
- Heineken : “Open your World”.
- Budweiser : “The King of Beers”.
- Johnnie Walker : “Keep Walking”.
- Maybelline : «Maybe she’s born with it. Maybe it’s Maybelline »(Maybe she’s born with that. Maybe it’s Maybelline).
- L’Oréal : “Because you’re worth it”.
- Rexona : “It won’t let you down”.
- Mastercard : «There are things that money cannot buy. For everything else there is Mastercard ».
- Visa : “It’s everywhere you want to be”.
- HSBC : “The world’s local bank”.
- Western Union : “Moving money for better”.
- FedEx : “The world on time”.
- Apple : “Think Different”.
- Panasonic : “Ideas for Life”.
- LG : “Life’s Good”.
- Nokia : “Connecting People”.
- Motorola : «Hello Moto» (Hello Moto).
- Canon : “Delighting you always”.
- Kodak : “You press the button, we do the rest”.
- General Electric : “Imagination at work”.
- Wikipedia : “The free encyclopedia”.
- eBay : «Buy it. Sell it. Love it »(Buy it. Sell it. Love it).
- Facebook : “It’s free and always will be”.
- YouTube : “Broadcast Yourself”.
- PlayStation : «Live in your world. Play in ours »(Live in your world. Play in ours).
- Electronics Arts : “Challenge Everything”.
- Mercedes-Benz : “The best or nothing”.
- BMW : “The pleasure of driving.”
- American Airlines : »We know why you fly».
- LATAM : «The charm of flying».
- Wong : “Where buying is a pleasure.”
- Metro : “Lower prices … Always!”
- Walmart : «Save money. Live better ».
- Disney : “Where dreams come true” (Where dreams come true).
Requirements for an effective slogan
To finish this article, below we tell you what are the requirements that a slogan must meet to be effective; that is, so that it fully complies with its objective of impacting consumers and remaining engraved in their minds.
Include attributes or benefits
In general, the most effective slogans tend to be those that include one or more attributes or benefits of the brand or product, since they allow them to be related or associated with the brand or product in the consumer’s mind.
For example, Rexona’s slogan “Rexona does not abandon you” includes the attribute “duration”, and Nestlé’s slogan “At ease with life” includes the benefit “being at ease”.
Be short, clear and concise
With some exceptions such as the slogan “There are things that money cannot buy. For everything else there is Mastercard »from Mastercard, in general, for a slogan to be effective it must be short (it must not have more than 8 words), clear and concise (capable of transmitting an idea in a few words).
For example, the slogans “Just do it” by Nike, “I’m lovin ‘it” by McDonald’s, “Open Happiness” by Coca-Cola, and “Think Different” by Apple.
Whether through the attributes or benefits it includes, its shape or style, for a slogan to be effective it must also be able to distinguish or differentiate the brand, company or product from other competing brands, companies or products. .
For example, the slogans “It’s everywhere you want to be” by Visa, and “The world’s local bank” by HSBC.
Be original, resourceful and memorable
Finally, for a slogan to be able to impact the consumer and position itself in his mind for a long time, it must be original, ingenious and memorable.
For example, the slogans “Melts in your mouth, not in your hands” by M & M’s, “Have a break, have a Kit Kat” by KitKat, and “Because you’re worth it” by L’Oréal.
- A slogan is a short and concise phrase that is used in order to reinforce the advertising of a brand or product.
- Being specific, a slogan encourages the purchase or use of a brand or product, differentiate it from other competing brands or products, and position it in the consumer’s mind.
- To create a slogan you must define what you want to include, transmit or reflect on it, make a list of slogans, choose the best one, and include it in the logo and in the advertising media.
- One way to create a slogan is to take as a model, reference or inspiration slogans of famous brands that have impacted and remained engraved in the minds of consumers.
- For a slogan to be effective it must include attributes or benefits of the brand or product, be short, clear and concise, be distinctive, and be original, witty and memorable.