This article was contributed by Taylor Brouwer.
In this article, we show you how to create your own brand slogan as well as some brand slogan examples.
And if you’re not confident in your abilities, we’ll tell you where to get ready-made brand slogans. We’ve also compiled a list of the best online slogan generators that will help you create an interesting slogan in no time at all.
And that’s not all. We’ve also prepared an interactive selection of world-famous brand slogans for you to find inspiration.
The first thing to do is to decide whether you need a slogan. If you have a logo, then you are already involved with branding your product or company. A slogan definitely doesn’t hurt at this point.
What is a brand slogan?
A brand slogan is a short phrase that succinctly represents your product or company. A well-designed slogan instantly evokes certain emotions and ideas, associating them with your brand. Good slogans are easy to remember and can become an integral part of a community’s culture.
A slogan usually consists of 5 words or less. It should reflect the benefits of your brand or the message you want to convey through your activities. The best ones are not too difficult to understand. They often use techniques such as metaphor or alliteration. Your potential customers hear hundreds of marketing messages every day, so a good slogan is your chance to differentiate yourself from the competitors.
How to create a brand slogan
1. Start with a logo
If you don’t have a logo yet, you should start with one. For successful business promotion, the slogan should work in conjunction with the logo (unless, of course, your advertising campaign is limited to radio broadcasts and podcasts). In this regard, the logo can be compared to a chicken and the brand slogan to an egg. Optimally, you should work on the logo and slogan at the same time, so that they become parts of a single whole and complement each other seamlessly.
2. Take enough time to create a slogan
Coming up with a brand slogan is not an easy task, even for experienced professionals. In order to offer at least a few options that are not too “general” in nature, the creatives will need a lot of time.
Depending on the scale, “experience” and characteristics of your company and competitors, as well as the market and/or niche in which you operate, it can take anywhere from a few days to a few months to prepare drafts. Depending on all of these factors, as well as the requirements you set, the preparation of a slogan may be limited to an “active creative process” (trying to think of something unusual), or it may require a large-scale sociological study with a broad social and geographical sample.
With this in mind, try to adequately assess the circumstances and take adequate time to create slogan options for your company. Otherwise, you run the risk that the result will not have the desired effect, if not the opposite of what was expected. Although it’s also not a good idea to drag it out too long. Remember – you can always change the slogan. So sometimes in cases where the research process is too drawn out, it’s worth stopping at a good slogan instead of continuing to look for the perfect one.
3. Keep it simple.
A brand slogan is only effective if your audience understands it instantly. You only have a couple of seconds to impress potential customers. You can probably see why the slogan “the best widgets since 1949” is unlikely to do the job. Try to come up with the simplest and most succinct wording possible.
The size of the slogan should not exceed one sentence. Moreover, you should avoid complex words. But some rules can still be broken. If any complex word is so capacious in meaning that it replaces several sentences, it’s a godsend.
An example of a simple slogan: Just Do It (Nike). An example of an insufficiently simple slogan: We Sell the Highest Quality Organic & Natural Products (Whole Foods).
If you disagree that Whole Foods’ slogan is too complicated, try to memorize it after one reading. It’s not that easy, is it? Also, a simpler slogan will be easier to use in terms of social media management and promotion of your company on social networks. A short and succinct slogan is easier to make a hashtag and easier to integrate into entertainment content, and so on.
Another proof of the advantages of simplicity can be seen in the experiment of the Vanmonster website. They asked 100 people to draw the logos of different car companies from memory. Obviously, the simple Audi or Ford logos were more accurately drawn than the rather complicated Alfa Romeo one.
4. Add humor, if possible
If you have an opportunity to add humor to your slogan, by all means do so. Of course, this won’t work for all companies. Clients of the funeral bureau are unlikely to appreciate a pun on the topic of cremation, as well as a more serious approach, which is expected by clients of legal companies. But humor is available to most companies.
A great example (if you forget the previous point for a moment) is Cracked.com’s slogan: America’s Only Humor and Video Site, Since 1958. There are several jokes in this slogan at once. First, it mocks the standard wording of many slogans, “since …” because obviously there were no websites in 1958. Second, it states that it is the only humor site in America.
If the result is a funny but clumsy slogan, it is better to sacrifice humor in favor of a well-structured slogan.
5. Be honest and don’t praise yourself too much
Honesty is very important. Are you sure your business is ready to deliver the level of quality your slogan talks about? If not, you should rework it.
You should also stay away from the words “best” and “No.1.” First, these are standard, hackneyed words we hear on every corner. Second, even if true, such statements are not easy to back up with facts right away.
As you can see, you need to find the golden mean: to convey the idea of a high-quality product or service, but not to appear overconfident. But this task is quite possible for a true professional.
If you feel like you’re at a dead-end, here’s a good tip: forget about the fact that you’re coming up with a slogan. Imagine you’re writing a brand message. What would your product say about itself if it could talk?
6. Keep your target audience in mind
How would you characterize your target audience? Local, national, or international?
If you are working in foreign markets, remember that translating your brand’s slogan into a foreign language can change your meaning significantly. When KFC first launched in China, it changed from “Finger lickin’ good” to much less appetizing “We’ll eat your fingers off”. So first try to translate your new slogan into at least a few international languages. And only if you’re satisfied with the translation can you confidently use the slogan.
7. Think about what makes your brand special
What is your unique selling proposition? Do you deliver on electric cars? Or does your dental practice specifically target people who are afraid to have their teeth treated? For example, Crossoak Family Dentistry has a big chicken and the slogan “We cater to cowards”. Try to reflect in your slogan the features of your business that will present it in a favorable light.
8. Rhythm and rhyme
Create a slogan that has rhythm and rhyme. Your audience will easily remember such a slogan by reading it on a logo or hearing it on TV.
Examples of Successful Brand Slogans of Famous Companies
While some companies constantly change their brand slogans, others stay true to a phrase they’ve chosen for decades. But how well do slogans get remembered, and do they really serve their purpose?
Here are 20 examples of world-famous companies and their slogans to be inspired by:
- Just Do It – Nike
- I’m Lovin’ It – McDonald’s
- Do It Your Way – Burger King
- Melts in your mouth, not in your hands – M&Ms.
- Because You’re Worth It – L ‘Oreal
- What’s In Your Wallet – Capital One
- Like a Good Neighbor, State Farm Is There – State Farm Insurance
- Get the London Look – Rimmel Cosmetics
- Strong Enough for a Man, Made for a Woman – Secret Deodorant
- Virginia is for Lovers – Virginia Tourism
- They’re Gr-r-reat! – Kellogg’s Frosted Flakes
- Double Your Pleasure, Double Your Fun – Doublemint Gum
- Redbull Gives You Wings – Redbull
- Mmm mmm Good – Campbell’s
- Get in the Zone – AutoZone
- Come hungry. Leave happy – IHOP
What is a slogan generator?
Before we move on to the list of the best online slogan generators, let’s define what they are. Automatic slogan generators are, without a doubt, good helpers. But you need to have a knowledge of slogans in order to evaluate the option offered to you and decide if it’s right for your business.
You need to succinctly convey your brand’s core idea, and do it in an interesting and unusual way. This is not an easy task. To come up with a decent option, you can take several days, if not more. But this time you could be spending on refining your business model or other more important matters. Fortunately, this is where online slogan generators come to the rescue.
The best online slogan generators
The Internet offers dozens of free slogan-generating services. We’ve compiled for you a list of slogan generators that are a pleasure to work with.
The Shopify online generator creates up to 1,000 slogans based on the keywords you enter. And it’s all free. It’s one of the best services on the web. While some platforms sometimes sin with completely ridiculous options, Shopify uses a clear, well-designed algorithm to offer creative, memorable, and interesting ideas. With these options, your company will not go unnoticed. So, if you want to add a twist to your slogan or launch a revolutionary marketing campaign, you can’t think of a better assistant than Shopify.
Getsocio is a social commerce platform for discount retailers. The platform has developed a very handy slogan generator with a scheme similar to that of Shopify. The site also offers some great tools to help you rock your online business. Using random templates, Getsocio will offer you lots of interesting phrases based on the keyword you enter. The service will suggest you one slogan at a time, but you don’t hesitate to keep hitting the “Generate” key until your finger hurts.
SloganGenerator.org offers a versatile slogan builder to help businesses with any advertising requirements. The service creates slogans both for the brand as a whole and for individual products. Moreover, here you will find a huge collection of successful slogans and resources dedicated to developing slogans for companies and products. This will help you evaluate the quality of the slogans you already use as well as new ones.
SloganGenerator.co was developed specifically with advertising campaigns in mind. The principle of this service is standard: you enter keywords and the system generates a lot of slogans using available templates. Click on the “Create a slogan” button until you see the one you like. Trying to keep up with the times, the platform is constantly updating its collection of templates and even listening to the advice of its users. So here you have a chance to find a truly unique slogan!
Procato Sloganizer offers its users a database of popular slogans that have shaken the advertising world over the past six decades. The service simply substitutes your keywords into the famous slogans. On the one hand, your slogan will be based on a time-honored advertising phrase. On the other hand, the slogan will still be focused on your brand. The site itself is a convenient platform for testing a variety of content, web design, SEO-oriented structures, etc. We recommend Procato to all professionals in the field of online commerce, who are in constant search of useful recommendations, are not afraid to experiment and critically evaluate established strategies.
About the author: Taylor Brouwer is a passionate content and research writer at Writemyessay.nyc majoring in marketing and economics. Taylor is deeply interested in the history of the creative industry, in the evolution of logo and slogan creation.