Creating a Brand Slogan

The power of a single-liner – your company’s slogan, can either make or break your brand image, and it’s not even an exaggeration. Several international brands have benefited from a well-crafted, easy-to-remember slogan that lasted not only years but decades in the advertising industry.

Though it only comprises a few words, coming up with a well-crafted, eye-catchy slogan is a daunting task. It not only entails thinking about the handsome words– it involves a rigorous process of brainstorming. Like your brand’s logo and model (if you have one), a slogan is crucial in building your brand’s image and reputation. 

Several brands like Nike, Panasonic, Sony, Apple, Disney, and all other companies, big and small, have seen the importance of a slogan in drawing in more audience. To mention, it was Nike’s slogan, “Just Do It,” that helped the brand outrun the competition and become the premier apparel brand that it is today. 

If you are putting up your own business or already have one, you might want to think of a striking slogan to carry your brand’s image. Read down below as we give you tips and reminders in creating a brand logo. 

1. KISS – Keep it short, stupid.

While the last word might be a little harsh for some people, this acronym is one of the best representations of excellent word choice. As you can see, you can already get a full grasp of what the entire thing means in only four words. The same is true in creating your brand slogan – it should speak about what your company does, its nature, and advocacy, but using only a limited number of words. The idea is rooted in the fact that people have a short attention span and can only spend reading words from ads for a couple of seconds. Plus, the shorter the catchphrase, the easier it is for people to remember and memorize.

2. Rhyme it with the logo.

Nike flagship store at Bangkok
Bangkok / Thailand – June 2020 : Nike is opening the new shop that located at Siam Center shopping mall. The new shop is reprensenred as the Biggest flagship store in ASEAN region.

Before even working on your slogan, think about how it will go with your brand’s existing logo. Both logo and slogan should tell a cohesive story about your brand so that when you display it in advertising on one of the platforms, they won’t look awkward and off. For example, a leading apparel brand, Nike, uses its slogan paired with its swoosh logo. The tandem creates an excellent continuity – it’s like (the slogan) encourages us to go for something we want to achieve, and the logo justifies it, telling us that it’s the right thing to do. Rhyming your slogan with your logo exudes consistency in your brand, helping the consumers remember it a lot easier.

3. Upsell the brand’s purpose to stand out.

What are slogans for, if not to advertise the company’s worth? Hence, when creating your slogan, make sure to highlight what the company is all about, even literally or figuratively – as long you can make sure your audience can quickly get it. Take a look at MasterCard’s slogan: “There are some things money can’t buy. For everything else, there’s MasterCard.” MasterCard’s slogan is pretty straightforward, telling the audience that you can use the product for buying everything except that which money can’t.

Another excellent example is BMW’s slogan which says, “Designed for Driving Pleasure.” Laying down all your cards is a classic trick that works every time in advertising. It allows you to tell customers what you are and what your brand can do that other competitor cannot.

4. Evoke an emotional response.

Happy Indian woman reading good news in letter
Happy Indian woman reading good news in letter, notification, holding paper, smiling girl rejoicing success, student excited by positive exam results, showing yes gesture, sitting on couch at home

Humor, pleasure, inspiration – these are powerful emotions that, when hit by a bullseye, would draw more audience to your brand. Most brands go for humor as the central emotion of their slogan. Comedy may be pretty tricky to evoke, but a well-crafted, humorous slogan can quickly pique consumer’s interest. Some famous brand slogans like M&M’s “Melts in Your Mouth, Not in Your Hands” and “Tastes So Good, Cats Ask for It By Name” by Meow Mix have such humorous slogans that seeing them in ads for the first time would bring a smile on one’s face. 

Other brands such as McDonald’s’ “I’m Lovin’ It” and KFC’s “Finger-Lickin’ Good are examples of brand slogans targeting consumer’s pleasure. Apple’s slogan, “Think Different,” is also a powerful one, inspiring generations and giving great thinkers a nod for advancing technology for human consumption.

5. Think of your target audience.

Marketing segmentation
Marketing segmentation, customers care, customer relationship management (CRM) and team building concepts.

You may want to pause for a minute and think of your target audience before finally launching your brand’s new slogan – that is, make sure that all your target audience can get what you mean. It becomes more complicated when you have various target audiences because there are certain things you can’t say based on age, race and ethnicity, cultural background, historical background, the list goes on. 

Forgetting about this may end up in confusion, misinterpretation, and devaluation of your slogan’s meaning. You may end up upsetting your target consumers, ruining your advertising campaign. One example is KFC’s slogan. When translated in the Chinese language to fit the market, it translated as “Eat your fingers off,” which was awkward and less appetizing at the very least.

While brainstorming for your slogan, mind the societal and cultural implications of the line, and choose the words wisely. Suppose you are targetting an international audience and want to localize the slogan. In that case, it’s good to involve a professional translator to do the job for you instead of using an online translator. When using references and allusions, it pays to check whether your audience would get it quickly. Take Verizon’s “Can You Hear Me Now?” slogan. People promptly get this as a reference to when people have difficulties hearing one another while using their mobile gadgets and crappy earphones.

Be Consistent

Consistency is key when it comes to creating the perfect brand slogan. Irrespective of you being a small or a large business, you should ensure that your business slogans complement your company name, existing logo, and projected image. 

For instance, General Electric’s slogan “Imagination at Work” is as simple as it gets. However, it has remained consistent throughout the company’s life, which inturn has become a powerful backbone as well. At the same time, their logo celebrating innovation and human imagination is perfectly in line with their creativity and quality. 

Focus on what makes you different

Every business differentiates from another based on products, services, techniques, strategies, nature, type, and several other factors. This means that it is important for your company to focus on what makes it different from the others rather than concentrating more on what the competitors are upto. 

This helps a business stand out and create a value that is unique to others. For instance, if you are running a dental clinic, you can adopt new techniques to deal with patients with high anxiety. 

Similarly, if you are a manufacturer of electric cars, you can focus on utilizing a combination of different materials to make the car lighter yet safer as well.

Make it timeless

Young woman holding megaphone
young woman holding megaphone

Over the years, several companies have changed their slogans. While it might have worked out for some of them but it is not a suggested practice overall. For example, Verizon had its “Can you hear me now?” back when calls from other networks were not so clear.

However, today, every network offers crystal clear calls. This is why it is important that you think about your slogan’s longevity to make it timeless. A good slogan will stand the test of time. 

FAQs: Creating a Brand Slogan

Here is a look at some popular questions asked about creating a brand slogan

1. How can I create a catchy slogan?

Creating a catchy slogan requires a bit of creativity. However, you should keep in mind that the slogan should be timeless and match with your logo and the company’s vision. In addition to that, your products and services will be based on the slogan as well. If there is a mismatch, you will find it hard to compete in the market.

2. How are slogans written?

Slogans are catchy phrases that include words arranged in a specific order to capture the attention of the customers and to make an emotional impact. A slogan represents the company’s identity or a certain product. This is why companies spend a considerable amount of time coming up with the perfect slogan.

3. How do I create a good slogan?

To create a good slogan, you need to be honest, do sufficient brainstorming, consider your values and think out of the box. You will have to try out different versions until you come up with the perfect one. 


Creating a brand slogan is all about creativity, thinking out of the box, and longevity. As a company, you should consider your vision, mission, logo, and products and services. Coming up with the perfect brand slogan will help you stand out from the rest and quickly build value.