A brand is much more than a name, a logo, and some colors. It’s an idea. And just like any good idea, it can be summarized into a few carefully chosen words. This is the soul of your brand, which embodies your culture, your mission, and your goals. This is your slogan.

New business owners often disregard slogans as something that can come later. But your slogan is an essential part of your brand identity. It’s the hook, the one that people will remember and the one that will evoke the emotional impact you’re trying to relay.

Still, most often, new business owners either skip writing a slogan or do it in between other tasks. Naturally, this powerful marketing tool, this beacon of branding, is lost for them.

Of course, not all slogans are equal. A slogan must be carefully crafted to be efficient and to ensure your audience will recognize it as an extension of your brand.

Naturally, we are here to help. Today, we will discuss what a slogan is, why you need one, and how to craft an efficient line that will draw people and make them fall in love with your brand.

What is a Slogan?

The slogan is the “Ay Caramba” of the brand. In other words, it’s your catchphrase – a simple yet catchy sentence that instantly reminds the customers of you. You don’t need a logo or an actual brand name to know who we are talking about when we say, “I’m lovin’ it” or “Finger Likin’ Good.” This is the power of the slogan. It’s a phrase that associates with your brand by encompassing its culture, vision, and goals. The best slogans add a dose of emotion, which the brand desires to emit.

Slogans are designed to grab attention by incorporating creative wordplay, humor, and motivational language. The point is to resonate with the targeted audience. Nike’s “Just Do It” is a great example. It completely resonates with the customer’s motivation to accomplish some personal exercise goals. L’Oreal’s “Because You’re Worth It” (though admittedly a bit long for a classical Slogan, but more on that later) clings to the customer’s view of self-worth and empowerment. Naturally, these phrases become synonymous with the brand, enhancing its identity and reinforcing its promise to customers.

A slogan is not a tagline

Now, before we continue, we must point out that a slogan is not a tagline. At least not precisely. The two have many similarities, but there are a few significant differences.

First and foremost, there is the longevity of the catchphrase. The tagline is a permanent phrase that stands as the business motto. It rarely changes and stands as a reminder of what the brand is about, not just a specific product line. On the other hand, the slogan is more product-oriented, and while it does represent the specific values and culture of the brand, it also relies heavily on emotional impact and, more often than not, gives a unique sales proposition. For example, “Think differently” is often represented as Apple’s Slogan, and, sure, you can say that. However, “Think different” is more of a tagline, as it represents the entire brand’s culture and goals. However, it says little about the products it offers. On the other hand, the iPod’s “1000 songs. In your pocket” is more customer-oriented and tends to a specific product’s target audience.

Still, for many brands with a single service, the tagline and the slogan are the same thing. Take Spotify, for example. Their “Music for everyone” encapsulates both the product and the brand’s culture of inclusivity.

So, while a tagline and slogan can differ if you have multiple products, they can also be interchangeable if your brand only offers a specific product or service. Mind you, when it’s time to grow and diversify, make sure your tagline stays, while your slogans will follow the specific audiences.

Why do you need a Slogan?

Of course, a slogan by itself won’t win customers and won’t enhance your performance stats. That’s not its role in your brand marketing. Slogans have strictly brand identity and awareness tasks. It helps the customer memorize the brand and think of it when they hear the phrase or experience the emotion. For example, anytime someone says, “Just do it,” or even simply “do it,” regardless of the context, you instinctively think of Nike and their slogan. Sure, this may not have any direct implementation at that particular moment, but having your brand on any customer’s mind is always a huge success.

Moreover, the slogan captures the essence of your company, so it’s a wonderful and particularly effective way to show the public what you are standing for. For example, Spotify’s “Music for everyone,” on the one hand, showcases inclusivity, which is a cornerstone of the brand’s culture. On the other hand, they announced one of their main sales points – anyone can find their favorite music on their platform. So, a good slogan will enhance your brand recognition on a deeper level than any marketing campaign. It will connect with people’s desires, culture, and understanding.

Finally, a good slogan will set the mood for your future sales campaigns. Your slogan should have an emotional output, predisposing the audience to be more willing to buy. This will increase not only your sales in the long run but also significantly increase brand loyalty.

Of course, you can’t just sit down and write an amazing slogan out of nowhere. Just like any other aspect of your brand and business, there are several things to consider before you get down to work.

What To Know Before You Start Writing A Slogan?

Anything you do with your side requires a preliminary analysis of some aspects of your business. Just like your design requires you to understand your primary target’s desires and preferences, so does your slogan. After all, it needs to speak to a particular group and it needs to reflect a particular aspect of your business.

Know Your Business And Audience

So your first job, before you get down brainstorming, is to identify your target audience and learn all there is to know about her. How does this audience speak, think, and feel? What is their motivation, and what is their decision-making process? Analyzing these factors will give you a general direction in which to go. For example, high-end luxury brands will have a much more serious tone. Rolls-Royce’s slogan, “Strive for Perfection,” is a clean-cut example of this. It exerts exclusivity, something that not just everyone can do.

On the other hand, Toyota’s “Let’s Go Places” is much more relaxed and reachable. It radiates calmness, and it’s an invitation to everyone. It shows that the car is designed for everyone to enjoy its reliability.

So, your product, your audience, and your industry will play a significant role in determining what your slogan will tell. If you offer a boutique experience, naturally, you will look for a more reserved tone. On the other hand, if you are offering a mass product targeting young people, a funnier, more relaxed tone will show much better results.

Analyze Your Brand Voice

Then, consider your brand voice. The slogan is, after all, your brand’s first line. So, it should mimic your brand voice precisely.

Find Your USP

Then there is the Unique Selling Proposition. Not every slogan includes a USP, but many do, and it helps if you have a single product or service. Determine what makes your brand unique and what you offer to the customers that no one else offers them. Then, make it into a catchy phrase.

Analyze Your Competition

Finally, you need to research your competitor’s slogans. First and foremost, you don’t want to copy an already established brand. In other words, if you are offering sportswear, “Just do it” will simply remind the customer there is a much better-known brand than yours.

But you can’t also go with a variation. “Simply do it” is just as bad, if not even worse. The only thing such a spoof will do is ruin your reputation and highlight your lack of creativity.

Doing this analysis will allow you to choose the perfect slogan type for your brand.

Types Of Slogans

There are about a dozen slogan types, which work pretty well with most audiences.

Business Slogans

This type of slogan focuses on the brand values and what they believe is their core motivation to exist. This slogan is entirely informative on what to expect from every product. Zara is a great example. Their “Love Your Curves” implement the body-positive vision behind all their clothes. That doesn’t mean all their clothes are plus-sized. It means that you can find something for any body type in their shops.

Brand Promise Slogans

The Brand Promise Slogan revolves around the unique sales proposition. This is essential to every brand’s marketing, as it informs the users what they can expect from your products. Levi’s is a great example. Their “Quality never goes out of style” reassures customers that all their clothes are stylish and top-quality.

FedEx is another excellent example with their “When It Absolutely, Positively Has to Be There Overnight.” Now, this one mixes a bit of humor, as anyone who has worked in logistics has heard that phrase a million times. So, instead of waiting for the customer to inevitably say it, FedEx reassured them they already knew and were one step ahead. Simply brilliant.

Descriptive Slogans

Descriptive slogans are perhaps the most common. They focus on a key benefit of the product and reflect the brand’s dedication to fulfilling this expectation. Nokia’s “Connecting people,” says it all. They produce devices that connect people from different distances. Naturally, this adds a dose of emotion to the mix, but the focus is on the benefit.

Descriptive slogans are among the hardest to make, as they need to stay unique and avoid becoming generic. Instead, they need to be short, precise, and memorable.

Motivational Slogans

Motivational slogans act upon the driving factors behind your decision-making habits. Nike’s “Just Do It” is a prime example. It’s short and punchy, and it’s precisely what their target audience needs to hear before they go on their next run, competition, or ride.

Under Armour’s “I Will” is another great example, as is L’Oreal’s “Because You’re Worth It.”

This type of slogan focuses on positivity and radiates energy.

Emotional Slogans

This type acts upon the audience’s emotions. The main idea is to set the mood when they look at the brand and its products. McDonald’s “I’m Loving It” and Coca-Cola’s “Taste the Feeling” are great examples. Their main point is to put you in a good mood and subconsciously tell you how to react to the taste of their products. It works with more than foods and beverages. LG’s “Life’s Good” is a great example of a tech company that relies on emotional input into their products.

Funny Slogans

Now, the funny slogan is a complicated one. It can work only if your entire brand voice is dedicated to being funny. It’s a risky type of slogan, as humor is subjective, and many may find offense where it was not meant.

Still, some brands, like Old Spice, make it work. It’s doubtful if any other brand would get away with “Smell like a man, man” without serious backlash.

Dollar Shave Club’s “Our Blades are F*ing Great” is another great example. But for a truly harmless funny slogan, we need to look at Lay’s. Their “Betcha Can’t Eat Just One” blends humor and adds a layer of proactivity. It’s brilliant.

Visionary Slogans

These are the thought-provoking slogans. They aim to show the company’s goals and stick in your head thanks to some complex associations. Apple’s “Think Different” is a good example, but Ajax’s is better. Ajax is a brand of grease detergent named after the legendary strongest Greek warrior. So, a slogan like “Stronger the grease” works on several levels. The point here is to remember the otherwise unremarkable claim that a detergent is stronger than grease with an allusion that Ajax was actually stronger than the whole of Greece. Remarkable, insightful, and memorable take, indeed.

CTA Slogans

CTA Slogans are pretty common, and they can be mixed with various other types of slogans. Still, the main point is to push the audience to take action.

Skittles’ “Taste the Rainbow” is a great example, just like NetFlix’s “See what’s next.” They both include a direct CTA with some brand-specific notes. For Skittles, it’s the color of the candy, for Netflix is their business model, where they offer uninterrupted binge-watching opportunities.

Controversial Slogans

Finally, we have the controversial slogans. These are quite risky, and they fit only a few types of businesses that cater to a rebellious audience. For example, Diesel “Be Stupid” won’t win any rationally thinking person. However, this may sound radical and captivating for rebellious teenagers who live the YOLO life.

So, as you can see, not all types will work with every industry and audience group. Still, if you’ve done your research, it’s time to get down to writing. But of course, there are a few best practices you should follow to achieve maximum efficiency.

How To Write An Effective Slogan?

Writing a slogan is creative work. Thinking outside the box often pays off. Still, you need to follow a few golden standards if you don’t want to risk too much.

Keep It Short And Simple

People would never take the time to remember something that’s not short and to the point. You don’t need to explain anything with your slogan. You are there to claim. If anyone doubts it, they are more than welcome to visit your website or try out your product. So, keep your slogan short and to the point.

Make It Memorable

Alliteration, rhyme, rhythm, and any other technique that will ensure people will remember your slogan easily. McDonald’s created an entire song around their slogan; now, millions have it stuck in their brains. Naturally, whenever someone says “I’m loving it,” either the song or McDonald’s logo comes to mind.

Try to evoke emotions.

Toyota’s “Let’s Go Places” instantly releases dopamine in the recipient’s brain. It brings excitement, which is then transferred to the brand. It’s an emotion any brand wants when a customer is looking at their products.

Be Positive

That’s the other thing. Your brand should be a beacon of hope. Negativity will push audiences away. People love to feel good, and when your first line radiates depression, you won’t win any new fans. So, ensure you keep your message positive.

Make It Marketable

Whatever type of slogan you use, the main point is to make it marketable. It will be out there every time someone looks at your logo. It’s the best way to represent your brand and thus, ensure you share with it precisely what you want to be remembered with. If it is with a benefit, go for it. If it is for your values and culture, you can also do that. But have your overall marketing strategy in mind, whenever you start writing your slogan, as want it or not, it will be an ever present part of your messaging.

Do you need Hosting for your slogan?

Of course not. Your slogan is a part of your brand whether you have a website or not. Still, if you want to succeed as a business, you need to have a website; thus, you need to have a great hosting provider. Thankfully, HostArmada is just what you need. We offer lightning-fast loading speed, top-of-the-line security, and a 99.9% uptime guarantee. So, while you’re thinking about your slogan, make sure your other marketing endeavors will benefit from the best cloud hosting on the market. Check out our plans and choose the one that best fits your needs.