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 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’s Just Do It sloganBefore 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.

a man writing on a glass using a marker

Humor, pleasure, inspiration – these are powerful emotions that, when hit 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.

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.