A slogan is the heart of a brand’s communication and a key element that shapes how a company or product is perceived. Creating an effective slogan can be decisive for your brand’s success. A short yet punchy line can attract attention, spark emotion, and draw in customers. In this article, we focus on how to create a slogan that is not only memorable but also effective.
What is a slogan?
Both a slogan and a claim are marketing tools designed to convey a brand’s core message briefly and clearly. While a slogan focuses more on emotions and memorability, a claim often expresses the company’s mission or key value. The two terms are similar, but their use may differ.
Slogan: emotional connection with the customer
A slogan is usually a short sentence or phrase meant to evoke positive emotions and stick in customers’ memories. Its goal is to attract attention and strengthen the connection with the brand. An example is Nike’s well-known „Just Do It“.
Claim: expressing values and vision
A claim often serves as a declaration of a brand’s mission or values. It is less emotional and more informative. For example, „Always with you“ emphasizes reliability and trust.
The main difference between a slogan and a claim
While a slogan aims to build a brand’s long-term identity, a claim is more short-term and focused on specific campaigns or products. The difference is subtle, and sometimes the two can be used interchangeably.
Impact on the brand and customers
Both a slogan and a claim have a major impact on how a brand is perceived, because they act as a bridge between the company and its customers. A well-crafted line can boost loyalty, increase brand awareness, and help it stand out in a competitive market. The emotional bond created by a slogan or claim plays a key role in customer decision-making. What’s the benefit for customers?
- Easy to remember – short, punchy lines are easier to remember and associate with a specific brand.
- Building trust – a slogan or claim can evoke a sense of certainty and credibility.
- Identifying with values – helps customers better understand the brand’s values and philosophy, strengthening the emotional connection.
For a brand, it is crucial to create a slogan or claim that not only resonates but also reflects its authenticity and uniqueness.
How to create a successful slogan?
Creating an effective slogan or claim requires creativity, deep understanding of the brand, and a clear picture of the target audience. Although it is a short phrase, the creation process involves several important steps.
Know your brand and target audience
Before you start, understand what the brand stands for and the values it shares. It is equally important to know whom you want to reach. Targeting a specific audience ensures your slogan or claim resonates with their needs and expectations.
Seeking inspiration
Get inspired by successful slogans and claims, but avoid copying. Originality is key to making your message stand out. Consider using metaphors, humor, or strong emotions to build a deeper connection.
Testing and feedback
Once you have several options, test them with your target audience. Find out whether they are clear, memorable, and elicit the desired response. Feedback is essential for fine-tuning the final version of the slogan or claim.
A successful slogan or claim is simple, concise, and memorable—but above all, it should reflect the brand’s uniqueness and feel authentic.
Inspiration and common mistakes
Successful slogans and claims often reflect simplicity and an emotional connection that resonates with customers. Many famous brands have created lines that became iconic and have endured for decades. On the other hand, it is easy to slip into messages that are too complex or vague, reducing their effectiveness.
Famous slogans that inspire
- „Just Do It“, Nike – one of the world’s most iconic slogans, championing courage, action, and personal strength.
- „I’m Lovin’ It“, McDonald’s – a line centered on joy and enjoyment of food that appeals to a wide range of customers.
- „Because You’re Worth It“, L’Oréal – boosts confidence and a sense of self-worth, especially among women, and reflects the brand’s philosophy.
- „Think Different“, Apple – inspiration for creativity and innovation that resonates with customers seeking uniqueness.
- „The Ultimate Driving Machine“, BMW – emphasizes performance, precision, and driving experience, supporting a luxury brand image.
- „Melts in Your Mouth, Not in Your Hands“, M&M’s – a playful, functional slogan highlighting product quality and uniqueness.
Mistakes to avoid include overly long lines that are not memorable, or clichés that fail to reflect the brand’s uniqueness. Authenticity and originality are the bedrock of success.
Bonus: which book to pick up for inspiration?
- Ogilvy on Advertising (David Ogilvy) – a practical guide by one of the most important advertising experts, offering inspiration, concrete examples, and methods for crafting effective marketing messages.
- Made to Stick: Why Some Ideas Survive and Others Die (Chip Heath, Dan Heath) – focuses on why some ideas and messages stick in memory and offers advice on creating a slogan or claim that resonates with the audience.
- Start with Why: How Great Leaders Inspire Everyone to Take Action (Simon Sinek) – an inspiring guide that emphasizes understanding the fundamental “why” behind every brand and message, which is crucial for creating authentic slogans.
Useful links:
- https://en.wikipedia.org/wiki/Slogan
- https://www.zenbusiness.com/blog/slogan/
- https://www.legalzoom.com/articles/what-is-a-slogan