While 7% of consumers believe that a company’s logo can tell them something about a brand, a whopping 50% consider a brand’s slogan to be the most important element in understanding a brand’s purpose.
An effective slogan isn’t just about being catchy and lingering in your audience’s minds — it is a powerful brand recognition tool that can help separate you from competitors.
However, creating a good slogan that fulfills its role is no easy task.
That is why we created this guide: to help you learn all about slogans and create one that works for you.
What Is A Brand Slogan?
A brand slogan is a phrase companies use in advertising to capture the essence of their brand’s promise to their customers.
Slogans are used to convey the unique selling proposition (USP) of a product or service, or the core message a brand wants to communicate to its audience.
Effective slogans are often catchy, easy to recall and emotionally resonant, helping to create a lasting impression in the minds of consumers.
As such, it is an essential branding component that can help your brand with:
- Brand Recognition: Slogans reinforce brand identity and drive brand recognition. Given that 71% of costumers prefer buying from brands they recognize, you want to help them recognize your business every way you can.
- Brand Loyalty: A memorable and resonant slogan can contribute to the development of brand loyalty. When consumers connect emotionally with a brand through its slogan, they are more likely to become repeat customers and brand advocates.
- Differentiation: Slogans highlight what makes your brand unique and sets you apart from competitors. They help you communicate your unique value and establish a distinct market position.
Types Of Branding Slogans
We can differentiate between three main types of slogans:
Descriptive: Descriptive slogans describe the product or service in a simple manner. They try to capture the essence of a brand and convey it to potential customers. A food company or franchise would want to highlight the dining experience, the way KFC does with its “It’s finger-licking good” slogan.
Imperative: Imperative slogans demand action. They create a sense of urgency and require the company’s target audience to do a specific action, such as Nike’s “Just Do It,” or Apple’s “Think Different.”
Superlative: As the name suggests, superlative slogans aim to position the company, its product or service as top-of-the-line in their prospective industry. Relying on words such as “top”, “best” or “premium”, superlative slogans also invite the customer to spend more money on a premium product or service. Think BMW’s “The Ultimate Driving Machine”.
20 Best Brand Slogans
As a full-service digital marketing agency, our team includes experts on web design, search engine optimization, branding and beyond.
We spoke to our branding experts about the most successful brand slogans and what makes them work.
They’ve highlighted some of their favorite and most effective slogans below, to give you an idea of how a great slogan works across industries.
1. Nike: Just Do It
As one of the most famous slogans out there, Nike’s “Just Do It” captured the attention of marathon runners, athletes and then people around the world.
In just three words, Nike managed to convey a message of motivation and action to transcend the world of sports and marathon runners and reach a wider audience.
As an imperative slogan, “Just do it” has a universal appeal thanks to its straightforward message — since everybody has a body, everybody is a potential athlete.
To drive their point further home, in the very first commercial to feature the now famous slogan, an 80-year-old man is running 17 miles every morning.
He just does it.
The campaign was so successful that Nike’s sales increased from $800 million in 1988 to more than $9 billion in 1999.
2. Apple: Think Different
“Think Different,” Apple‘s thought-provoking slogan, is a testament to the brand’s commitment to innovation and individuality.
In two simple words, Apple challenges the status quo, inspiring consumers to embrace creativity and divergent thinking.
The emotional impact lies in the encouragement of uniqueness and the celebration of those who dare to be different.
See Apple’s “Think Different” commercial below and see how the brand connected itself to famous thinkers of the day that challenged the times they lived in.
3. Coca-Cola: Open Happiness
Coca-Cola‘s uplifting slogan, “Open Happiness,” goes beyond promoting a beverage; it aims to evoke positive emotions and joyful experiences.
By associating the act of opening a Coca-Cola with the concept of unlocking happiness, the brand creates a powerful emotional connection with consumers.
This slogan not only positions Coca-Cola as a source of joy but also emphasizes the brand’s role in enhancing moments of happiness and celebration.
4. McDonald’s: I’m Lovin’ It
McDonald‘s catchy slogan, “I’m Lovin’ It,” taps into the emotional satisfaction derived from enjoying one’s food.
It not only expresses personal enjoyment but also cultivates positive emotions around the McDonald’s experience.
McDonald’s links the act of loving food with its brand, establishing an emotional connection with its customers and making the dining experience more than just a transaction.
5. Gillette: The Best A Man Can Get
Gillette‘s slogan, “The Best A Man Can Get,” is a superlative slogan declaring the superiority of Gillette’s product.
The company appeals to their customers’ desire to be the best version of themselves while using the best grooming products on the market.
This slogan not only emphasizes the brand’s commitment to delivering top-notch grooming products but also taps into the aspirational emotions associated with personal care and self-improvement.
Gillette’s ability to connect its products with the emotional concept of being the best contributes to the enduring success of this slogan, featured in many of the company’s early commercials.
6. Adidas: Impossible Is Nothing
Adidas‘ motivational slogan, “Impossible Is Nothing,” serves as a source of inspiration and empowerment.
It embodies the idea of overcoming challenges and defying limits, aligning perfectly with Adidas’ brand identity centered on athletic performance and resilience.
This emotionally charged slogan not only reflects the brand’s sports-centric identity but also resonates with individuals striving for success in various aspects of life.
Its universal appeal and emotional resonance deepen the connection between the brand and its consumers, transcending the typical customer-brand relationship.
7. L’Oréal: Because You’re Worth It
L’Oréal‘s slogan, “Because You’re Worth It,” is a declaration of self-worth and empowerment.
By associating the use of L’Oréal products with an affirmation of personal value, the brand taps into the emotional desire for self-care.
The emotionally charged slogan positions L’Oréal as a provider of premium beauty products while encouraging customers to prioritize themselves and recognize their own worthiness.
8. Toyota: Let’s Go Places
Toyota‘s slogan, “Let’s Go Places,” embodies the spirit of adventure and exploration.
By associating the brand with the idea of going on a journey, Toyota taps into the emotional appeal of discovery and excitement.
Toyota introduced “Let’s Go Places” in 2013 after conducting research into the consumer market and concluding that “Let’s Go Places” advertising message better encapsulates the brand’s vision and spirit of innovation.
It invites customers to become a part of Toyota’s journey and the brand positions itself as customer’s trusted partner in exploration.
9. Dunkin’ Donuts: America Runs On Dunkin
Dunkin’ Donuts’ slogan, “America Runs On Dunkin” captures the brand’s integral role in the daily lives of consumers.
By associating Dunkin’ Donuts with the energy needed to power through the day, the slogan creates an emotional connection with the routine and vitality of American life.
This straightforward yet impactful message positions Dunkin’ Donuts as a reliable source of fuel and resonates with the emotional need for convenience and energy in the fast-paced American culture.
10. Maybelline: Maybe She’s Born With It. Maybe It’s Maybelline.
Let’s face it, it’s hard to think of Maybelline without singing the last part of their famous slogan.
The iconic slogan “Maybe She’s Born With It. Maybe It’s Maybelline.” has been used in the company’s commercials and advertisements since the 90s, combining mystery with self-assurance.
By suggesting that beauty may be inherent or enhanced by Maybelline products, the brand taps into the emotional desire for both natural beauty and self-expression.
In 2016, Maybelline changed its message to: “Make It Happen”, transitioning to an imperative slogan urging young women to pursue their dreams.
11. MasterCard: There are some things money can’t buy. For everything else, there’s MasterCard.
MasterCard’s slogan is one of the longer ones on the list.
Despite the fact it conveys the message through two sentences, it expertly blends practicality with emotional value: money cannot buy everything in life, so we must cherish the priceless moments life has to offer.
For everything else, though, there’s MasterCard.
12. KFC: Finger Lickin’ Good
KFC‘s straightforward slogan, “Finger Lickin’ Good,” triggers a sensory response, immediately highlighting the deliciousness of the Colonel’s fast food chain.
The slogan itself has a rhythmic quality that ensures it stays in the minds of those who hear it.
Going beyond mere catchiness, it evokes a vivid image of a universally relatable experience — that of the food being so delicious you have to lick your fingers.
This imagery resonates deeply with consumers, as it aligns with the joyous, informal moments of enjoying a meal.
13. Disneyland: The Happiest Place On Earth
Disneyland‘s slogan, “The Happiest Place On Earth,” encapsulates the magical and joyful essence of the theme park experience.
In 2006, after two years of extensive research, Disney introduced a new tagline: “Where Dreams Come True”, to unify brand voice and achieve consistency across all Disney theme-park locations.
Disneyland’s slogans not only capture the essence of the Disneyland experience but also create a powerful emotional association with the magic and joy of childhood.
14. De Beers: A Diamond Is Forever
Crafted in 1947 by Frances Gerety, this four-word slogan has become one of the most recognizable slogans in the world.
In fact, in 1999, Advertising Age named it “The Slogan of the Century”.
By associating diamonds with lasting value and sentiment, the slogan creates an emotional connection with the desire for enduring relationships.
15. Skittles: Taste The Rainbow
In 1994, Skittles revealed its iconic “Taste the Rainbow” slogan created by D’Arcy Masius Benton & Bowles.
Since then, every ad has included the famous phrase or some variation of it, usually containing the word rainbow (“Drain the Rainbow,” “Believe the Rainbow,” “Share the Rainbow”).
The slogan is in direct reference to the product, as the idea behind the “rainbow” is that it represents the different flavors Skittles offers its customers.
In doing so, the slogan creates an emotional connection to the joy and excitement of indulging in a variety of flavors, while directly referencing the delicious treats.
16. Red Bull: Red Bull Gives You Wings
Red Bull‘s slogan, “Red Bull Gives You Wings,” is a metaphorical promise of energy and empowerment.
The company has used it in commercials and advertisements ever since its conception back in 1987.
The idea behind the slogan is that Red Bull gives you energy to do extraordinary feats, connecting with the consumers’ aspirations to conquer specific challenges.
That said, some people understood it literally, which is why Red Bull now spells “wings” as “wiiings”.
17. Subway: Eat Fresh
Subway’s iconic slogan “Eat Fresh” has been in use since the company first introduced it in 2002.
The slogan emphasized the freshness of Subway’s ingredients, from salads to meats, focusing on presenting the sandwich franchise as a healthier alternative to junk food.
However, in the 2018 rebranding attempt, the company ditched its famous slogan for a slightly longer “Make it what you want” campaign.
Instead of focusing on the freshness of the ingredients, the company decided to emphasize its ability to create customized sandwiches, an option that many other fast-food joints don’t offer.
18. Airbnb: Belong Anywhere
Ever since its conception in 2008, Airbnb has consistently evolved its branding strategy to stay relevant in the dynamic hospitality market.
Initially, the company was focused on connecting travelers — people who were travelling to a particular destination for a short time and needed a place to sleep and breakfast in the morning — with local hosts.
However, the idea evolved over the years to reflect the more immersive nature of Airbnb’s experience; instead of offering individuals a place to stay, they begin offering the experience of “living like a local”.
Eventually, in 2014, the company landed on their current slogan “Belong Anywhere” to reflect the essence of the company and the idea that Airbnb offers more than a place to stay — it is a chance to live like a local, no matter where you go.
19. BMW: The Ultimate Driving Machine
BMW’s slogan, “The Ultimate Driving Machine,” combines luxury with performance.
Relying on this superlative slogan, the company positions itself as a top-of-the-line auto manufacturer that comes with prestige and excellence.
The message reinforces BMW’s commitment to engineering excellence but also taps into the emotional appeal of owning a vehicle that embodies sophistication and exhilaration.
20. Samsung: Do What You Can’t
Samsung‘s motivational slogan, “Do What You Can’t,” combines innovation with empowerment.
By challenging limitations and encouraging individuals to push beyond boundaries, the slogan creates an emotional connection with the desire for progress and achievement.
Does Your Company Need A Brand Slogan?
Regardless of the size of your business or the industry in which you operate, a slogan is a powerful tool that enhances brand recall and recognition.
As such, the short answer to the question of whether you need a slogan is: yes.
For businesses seeking to establish a strong, recognizable presence in the market, a well-crafted slogan can be invaluable.
However, businesses in niche markets or a specific target audience might not require a slogan and their logo and brand name might suffice.
The decision to adopt a slogan should be based on a strategic assessment of the brand’s positioning, target audience and the overall messaging goals.
If a slogan can enhance brand recognition, convey a powerful message or create an emotional resonance with the audience, it becomes a vital tool in the company’s branding strategy.
What Makes A Good Brand Slogan
Although brand slogans are unique and crafted according to the specific, authentic message a brand wishes to convey, there are certain qualities that they all have in common.
We’ve highlighted some of the most important features of a good slogan below:
- Conciseness: A great slogan distills your essence into a few impactful words. It doesn’t overcomplicate; instead, it hits the sweet spot, conveying the right message in less than 10 words.
- Clarity: Clarity is a fundamental attribute of a successful slogan, ensuring that the intended message is easily comprehensible. A clear slogan navigates past ambiguity, highlighting the benefit of your brand and product.
- Authenticity: Authenticity refers to having a genuine slogan that aligns with your brand identity. An authentic slogan seamlessly integrates with a brand’s overarching narrative, maintaining consistency across various marketing channels and serving as a credible expression of the brand’s values and positioning.
- Memorability: Memorability is a crucial characteristic of a successful slogan, denoting its ability to leave a lasting imprint on the audience’s memory. A memorable slogan ensures that the brand is more easily recalled by the target audience, contributing to sustained brand recognition and association over time.
How To Make A Good Brand Slogan
The steps below will help you create a memorable slogan for your business that drives brand recognition and helps you engage customers across marketing channels.
Step 1: Understand Your Brand
To create a slogan that encapsulates your brand, you first need to identify what makes you unique.
Think of the journey that prompted you to start your business: what problem did you want to solve or what experience you wanted to offer your potential customers.
Once you identify your differentiator and core brand elements, you can further encapsulate them into a few words, offering your potential customers a concise statement about your unique proposition.
Step 2: Define Your Target Audience
Your slogan should speak directly to your target audience.
Define your ideal customer persona (ICP), demographics, preferences and behavior.
To narrow down your ICP, you can refer to the below questions:
- Demographics: ask about age, gender and geographic location.
- Lifestyle: Interests, hobbies, values and leisure time.
- Purchasing behavior: How often does your target audience buy products like the one you are selling? What factors influence their purchasing decisions?
- Challenges and pain points: What challenges or pain points is your target audience facing that might incite them to buy your product or service?
Whatever your audience may be looking for, you want to use the language of your audience to convey why your product is exactly what they’re looking for.
Step 3: Establish Your Brand Tone
Determine the tone that best represents your brand.
Whether it’s friendly, professional, humorous or inspiring, the tone should align with your brand’s personality and be developed considering your target audience.
Stick to it and consistently use it across all marketing efforts, as consistent branding increases revenue by 33%.
Step 4: Evoke Emotion
A powerful slogan taps into emotions, creating a connection with your audience.
Consider the emotions you want your brand to evoke and infuse them into your slogan.
Tapping into emotions, Disneyland crafted a superlative slogan “The happiest place on earth”, relaying the exact emotion they want their audience to feel when walking around the Disney-theme Park.
Step 5: Test And Refine
Before finalizing your slogan, test it with a sample audience or through market research.
Gather feedback to understand how well it resonates and whether it effectively communicates your brand’s message. Refine as needed to ensure your slogan achieves its intended impact.
Create Brand Slogans With Digital Silk
Regardless of whether you need a specific brand element or a complete brand invention, we have the expertise to deliver superior branding experience.
As a full-service marketing agency, we cover everything below:
We operate with complete transparency and treat every project like our own, ensuring you have an active role in shaping the future of your brand identity.
If you have a branding project but aren’t sure about what you may need, contact our team or call us at (800) 206-9413 to get a custom quote for your project.
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