We’ve often heard the slogan KISS (keep it simple, stupid) in the creative industry. But if you’ll be honest for a minute, you’ll admit that it’s incredibly difficult to be succinct, and it’s especially difficult to express a complex emotional concept in just a couple of words — which is exactly what a slogan does. This is why at Creative Studios, we tip our hat to the brands that have done it right-the ones that have perfected the art of expressing their value proposition in just a phrase or two.
What Is a Slogan?
In business, the term slogan is often interchanged with tagline. A Slogan is ‘‘a short and striking or memorable phrase used in advertising.’’ It can also be seen as “a catchphrase or group of words that are combined in a distinct way to identify a product or company.”
In more ways than one, slogans are like mini-mission statements.
Organizations have slogans for the same reason they have logos: Advertising.
While logos are visual illustrations of a brand, slogans are audible representations of a brand. Both formats are meant to grab consumers’ attention more readily than the name of a company or product(s) might. Moreover, they’re way simpler to understand and remember.
What is the Goal of a Slogan?
Basically, the goal is to leave a key message in consumers’ minds so that if they remember nothing else from an advertisement, they’ll remember the slogan.
What Makes a Great Slogan?
According to yourbusiness.azcentral.com a great slogan has most or all of the following characteristics:
It should be Memorable
People remember the slogans that relate to their lives and have meaning. So is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it?
It should include a Key Benefit
Have you ever heard this marketing phrase, “Sell the sizzle, not the steak“? It simply means sell the benefits of your products and not the features – which applies perfectly to slogans. A good slogan makes a company’s or product’s benefits clear to the audience.
It should differentiate the Brand
What is it about your product or brand that sets it apart from competitors? Put those features out there in your slogan.
It should Impart Positive Feelings about the Brand
In our opinion, the best taglines are the ones that use words that are positive and upbeat. So if you’re looking to get a little slogan inspiration of your own, try a little positivity.
It should be Humorous
A company that has a sense of humor and shows it in its advertising is most likely to be remembered than a company that doesn’t. If you can make your slogans humorous, they have a better chance of catching on.
Now that we’ve seen some of the things that make up a good slogan, here are a few of our favorite slogans. (Note: Please do let us know your all-time favorite slogan in the comment section.)
9 Companies with Memorable Slogans
1) Nike: “Just Do It”
2) Apple: “Think Different”
3) L’Oréal: “Because You’re Worth It”
4) MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”
5) BMW: “Designed for Driving Pleasure”
6) Tesco: “Every Little Helps”
7) M&M: “Melts in Your Mouth, Not in Your Hands”
8) McDonald’s: “I’m Lovin’ It”
9) Maybelline: “Maybe she’s born with it. Maybe it’s Maybelline.”