The Psychology Behind Famous Company Business Slogans: What They Are and How They Work?

The Psychology Behind Famous Company Business Slogans: What They Are and How They Work?

Famous company business slogans—they’re captivating and unforgettable, and they often stick with us long after an advertising campaign has ended. But have you ever wondered what makes these phrases so powerful? As business owners, we understand that a slogan is far more than just a catchphrase.

It’s a compact company manifesto, an expression of our brand identity, and a potent tool that can drive customer behavior. However, the real magic lies in the psychology behind these slogans. Ready to delve into this intriguing world and uncover the secrets behind your favorite slogans? Let’s get started.

The Importance of Having a Good Company Slogan

A great company slogan goes beyond being a catchy phrase—it becomes a powerful expression of your brand and mission. It has the incredible ability to forge an emotional bond with your customers, making your business truly unforgettable. The best slogans are the ones that deeply resonate with people and inspire them to take action. But how do we create such a compelling tool? What transforms a mere collection of words into an indispensable part of a brand’s identity? Let’s explore the importance of having a strong company slogan and the profound psychological impact it carries.

Defines Product or Service Offer

A well-crafted slogan or tagline succinctly defines what a business offers, setting clear expectations for potential customers. It communicates the essence of the product or service, providing a snapshot of what the business is about. This reduces uncertainty for clients and builds trust, as people tend to be more comfortable and confident engaging with businesses when they know exactly what to expect.

Affirms Company’s Market Position

A compelling slogan plays a vital role in helping a brand establish its position in the market, especially in crowded marketplaces. It communicates what a company does and highlights its unique qualities, effectively differentiating it from competitors. By leveraging the psychological principle of differentiation, a strong slogan can establish a unique market position and highlight a company’s distinctive attributes.

Helps Build Brand Awareness

In addition to a compelling slogan, another valuable tool for brand visibility is the use of business cards. Business cards serve as tangible, portable representations of a company’s identity. When designed thoughtfully, they can reinforce the brand’s visual elements and key messages. Including the company’s slogan on business cards can further enhance brand recall, making it more likely for individuals to remember the brand when they encounter the card. In this way, business cards become not only contact information but also miniature carriers of the brand’s essence, contributing to the overall strategy of building brand awareness.

Helps to Stand Out from Competition

In a highly competitive market, where every business is vying for attention, having a catchy and meaningful slogan can truly make a company stand out from its rivals. A well-crafted slogan not only makes a brand memorable but also instantly recognizable among a sea of alternatives. It serves as a powerful tool to communicate a company’s unique selling proposition, conveying its core values and what sets it apart from the competition.

Creates Emotion in Customers

One of the most powerful abilities of a well-crafted slogan is its capacity to evoke emotions in customers. Emotions often play a vital role in decision-making processes, and businesses can leverage this to their advantage by using a resonant and emotive slogan. By eliciting feelings and creating positive emotional responses, a slogan can foster strong emotional connections with the audience, influencing consumer behavior profoundly.

The First Advertising Slogan in History

Now that we’ve explored the psychological power behind business slogans, let’s take a trip down memory lane to where it all started: the first advertising slogan in history.

“Beecham’s Pills: Worth a guinea a box.”

“Beecham’s Pills: Worth a guinea a box” is recognized as the first advertising slogan in history and represents an intriguing study in the psychology of early advertising. This succinct statement does more than merely advertise a product; it assigns a high perceived value to it. A guinea was a considerable sum in the 19th century when this slogan was devised, thus conveying the message that Beecham’s Pills were a premium, high-value product worth investing in.

The slogan cleverly leverages the psychological principle of ‘perceived value,’ where consumers associate a high price with high quality. This suggests that even in its earliest days, advertising recognized the importance of tapping into consumer psychology. Despite its simplicity, “Beecham’s Pills: Worth a guinea a box” encapsulates the brand’s value proposition and sets a clear expectation of quality. It’s a testament to the enduring power of a good slogan and the critical role it plays in shaping consumer perception and behavior.

The Psychology Behind Famous Company Business Slogans - What They Are and How They Work? - Brad Sugars

20 Most Famous Brand Slogans and Taglines

As we dive into examining some of the most successful and recognizable company slogans for inspiration, keep in mind how these phrases encapsulate the mission, values, and unique selling proposition of their respective companies. These company slogans and taglines aren’t just catchy phrases; they’re strategic tools used to build brand awareness, stand out from the competition, and connect emotionally with consumers.

1. McDonald’s: “I’m Lovin’ It”

When it comes to creating an emotional connection with consumers, few brand taglines and slogans have done it as effectively as McDonald’s “I’m Lovin’ It”. Launched in 2003, this simple, upbeat phrase has become one of the most recognizable company taglines and slogans of all time. The phrase resonates with consumers because it goes beyond the description of McDonald’s fast-food offerings. It speaks to the enjoyment derived from the McDonald’s experience, whether it’s a Happy Meal that brings a smile to a child’s face, a quick and convenient meal option for a busy day, or a late-night snack run.

This sublimely crafted slogan taps into our emotional responses to these experiences, creating an association between the brand and positive feelings. It’s a classic example of the ‘affective conditioning’ principle, where an emotional response to one stimulus (in this case, the positive feelings evoked by “I’m Lovin’ It”) is transferred to another (the McDonald’s brand).

Nokia Phone

2. Nokia: “Connecting People.”

Nokia’s slogan, “Connecting People,” perfectly embodies the company’s mission and vision. Launched in 1992, this simple yet profound statement encapsulates Nokia’s commitment to creating technology that brings people together. A pioneer in mobile communications, Nokia leveraged the slogan to position itself as more than just a phone company—it was a company facilitating meaningful human connections.

This business tagline speaks to our innate desire for social connection and communication, resonating on a deep emotional level. The underlying psychological principle here is ‘belongingness,’ the human emotional need to be an accepted member of a group. Whether it’s family, friends, or social or work groups, people have a fundamental need to belong and be an important part of something greater than themselves.

By promising to ‘connect people,’ Nokia not only highlighted its technological capabilities but also tapped into this powerful emotional need, positioning its products as the link that brings people closer together, no matter the distance.

3. Nike: “Just Do It.”

Nike’s slogan, “Just Do It,” is perhaps one of the most famous company slogans and taglines. Debuted in 1988, it captures the spirit of determination and resilience that is at the heart of the brand. This succinct call to action resonates deeply with consumers, inspiring them to overcome their challenges, get active, and achieve their goals, just as Nike’s athletic gear is designed to assist.

The slogan taps into the psychological phenomenon known as ‘self-efficacy’—the belief in our ability to succeed in specific situations or accomplish a task. It embodies a mindset, a culture, and a lifestyle, encouraging individuals to push their limits and strive for personal excellence. The powerful emotional response elicited by this catchy business slogan has played a significant role in establishing Nike’s status as a leading sports brand worldwide.

4. Adidas: “Impossible is Nothing.”

Adidas’s slogan, “Impossible is Nothing,” is a rallying cry to athletes and non-athletes alike, challenging the limits of what’s possible and encouraging individuals to redefine their boundaries. Introduced in 2004, it’s more than just a catchy statement—it’s an ethos that encapsulates Adidas’s brand philosophy. This slogan ingeniously taps into the psychological concept of ‘self-empowerment.’ It stirs up a sense of determination, resilience, and a can-do attitude. By portraying the ‘impossible’ as ‘nothing,’

Adidas fosters a mindset that anything can be achieved with the right focus and determination, and its products are there to aid in that journey. This powerful, motivational, and memorable tagline aligns perfectly with the brand’s mission of empowering athletes of all levels to challenge and overcome their perceived limitations. It’s this blend of motivation, empowerment, and brand alignment that has helped Adidas carve out a strong identity in the highly competitive sports apparel industry.

5. Michelin: “A Better Way Forward.”

Michelin’s slogan, “A Better Way Forward,” is one of the best taglines in the marketing and advertising industry. This catchy company tagline that goes beyond being a mere phrase—encapsulates the company’s brand ethos and commitment to innovation. Introduced in 2007, this tagline underscores Michelin’s dedication to improving mobility, safety, and efficiency within the transportation industry.

By claiming “A Better Way Forward,” Michelin strategically positions itself as a pioneer, consistently seeking ways to enhance the driving experience. This catchy company slogan is not just about selling tires; it signifies choosing a path of continual innovation and improvement—a commitment to progress. It taps into the psychological concept of ‘progress,’ appealing to the innate human desire for improvement and advancement.

The tagline suggests that selecting Michelin is more than a transaction; it’s a choice aligned with a vision of a better future on the road. This resonates strongly with customers who value progress and innovation, fostering a sense of trust in the brand’s commitment to delivering superior, forward-thinking products. This strategic and memorable tagline has played a vital role in establishing Michelin as a leader in the tire industry, known for its innovations and unwavering commitment to quality.

6. Disneyland: “The Happiest Place on Earth.”

When you’re thinking about the perfect slogan, Disneyland’s “The Happiest Place on Earth,” will likely come to mind. This is the perfect epitome of the brand’s mission to bring joy and create magical experiences. Born in 1955 along with the theme park, this slogan has become synonymous with feel-good experiences and cherished family memories. Disneyland, with this slogan, proclaims itself not just as a theme park, but as a realm of happiness, fantasy, and enchantment. This catchy tagline directly taps into the psychological principle of joy—an intense, momentary experience of positive emotion.

The promise of being the “Happiest Place on Earth” creates a powerful emotional appeal, drawing in customers longing for escape, leisure, and happiness. Every time one reads or hears this slogan, it evokes images of fairy tales coming to life, thrilling rides, and heartwarming parades—everything that embodies a perfect day of fun and happiness.

The enduring appeal of this slogan has undoubtedly contributed to Disneyland’s iconic status and worldwide popularity. It’s a clever use of psychology, making Disneyland not just a destination, but an emotional experience that promises the joy of making lifelong memories.

7. L’Oréal Paris: “Because You’re Worth It.”

L’Oréal Paris’s slogan, “Because You’re Worth It,” is a powerful statement of self-affirmation and empowerment. Introduced in 1973, it was revolutionary in its time for placing the focus on the consumer, rather than the product. The slogan resonates deeply with customers, as it directly addresses a universal desire for self-worth and recognition. It taps into the psychological concept of ‘self-esteem’—our perception of our worth.

By telling their audience “You’re worth it,” L’Oréal Paris is affirming their inherent value, making the act of purchasing and using their products a form of self-care and self-love. This affirmation not only creates a strong emotional connection with the brand but also shifts the conversation from vanity to self-confidence.

The enduring relevance and resonance of this slogan demonstrate the power of aligning a brand message with fundamental human needs and emotions. It has helped L’Oréal Paris build a robust and globally respected brand, known for its commitment to uplifting and empowering its consumers.

8. Mattel: “You Can Tell It’s Mattel, it’s Swell.”

Mattel’s slogan, “You Can Tell It’s Mattel, It’s Swell,” stands the test of time as one of the most iconic company slogans of all time. Introduced in the 1950s, this catchy jingle not only reflects the playful and energetic nature of the brand but also assures consumers of the superior quality and entertainment value of Mattel’s products.

This enduring slogan incorporates clever wordplay that subtly taps into the psychological concept of ‘positive association.’ By using the word “swell,” an old-time term for something excellent or first-rate, Mattel evokes feelings of satisfaction and delight. The slogan sends a clear and memorable message— if it’s “swell,” it’s Mattel, implying that their products are of exceptional quality and bring joy and fun.

The strategic use of this captivating slogan has significantly contributed to the brand’s recognition and appeal in the toy industry. By generating a positive emotional response and resonating with the childlike enthusiasm in all of us, this slogan has played a pivotal role in shaping Mattel’s identity as a leading provider of imaginative, high-quality toys. It remains a classic example of how a well-crafted and catchy company slogan can endure through the decades and become a memorable part of a brand’s legacy.

9. Walmart: “Save Money. Live Better.”

Walmart’s succinct slogan, “Save Money. Live Better,” introduced in 2007, is a testament to the brand’s commitment to providing high-value products at low prices. This slogan eloquently taps into the psychological concept of “financial security”—an essential element of Maslow’s hierarchy of needs.

By promising to help customers “Save Money,” Walmart addresses the universal desire for financial stability, portraying itself as an ally in the pursuit of economic living. The second part, “Live Better,” suggests that saving money on everyday purchases gives customers the freedom to improve their quality of life in other areas.

It subtly assures customers that by shopping at Walmart, they are making a decision that is not only financially smart but also life-enhancing. This straight-to-the-point slogan quickly found its way to the people and helped Walmart establish itself as a brand known for affordability and customer-centric values. The psychological appeal of the message, combined with Walmart’s consistent delivery of this promise, has cemented its position as a leading global retail giant.

Coca Cola glasses

10. Coca-Cola: “Taste the Feeling.”

Coca-Cola’s current slogan, “Taste the Feeling,” takes a vibrant and sensory approach to engaging consumers. Debuted in 2016, this slogan is all about stirring emotions and creating a unique, enjoyable experience. The genius of “Taste the Feeling” lies in its broad emotional appeal. It doesn’t just sell a beverage—it sells an experience, an emotion. It suggests that every sip of Coca-Cola offers the opportunity to experience a moment of joy, of refreshment, a feeling worth savoring.

The Coca-Cola Company has long been known for its creative and adaptable marketing. Over its 130-year history, the brand has introduced numerous slogans, each reflecting the zeitgeist of its time and the evolving brand philosophy. Some of the most iconic include “The Pause That Refreshes” (1929), “It’s the Real Thing” (1969), and “Open Happiness” (2009).

This frequent change of slogans is a testament to Coca-Cola’s commitment to staying relevant and resonating with its audience’s changing tastes and preferences. Despite the changes, one thing remains constant: each slogan continues to tap into universal human emotions and experiences, proving that at its heart, Coca-Cola is more than a drink—it’s a feeling.

11. Nivea: “It Starts With You.”

Nivea’s “It Starts With You,” is one of the best examples of catchy slogans. It is a call to action and self-recognition. Launched in 2010, this slogan emphasizes the importance of personal care, self-love, and the pivotal role each one plays in their well-being. The psychological principle at play here is ‘personal empowerment’ and the belief in one’s abilities to make positive changes in their life.

By saying “It Starts With You,” Nivea is reminding consumers that their journey to better skincare and, by extension, improved self-esteem, begins with a personal decision. This slogan connects with the brand’s audience on a personal level, appealing to their desire for self-improvement. Over the years, Nivea has maintained its reputation as an accessible and reliable brand, reinforcing its message that everybody deserves to feel good in their skin.

Their slogan resonates with this mission, making Nivea a go-to brand for millions worldwide in their pursuit of superior skin care. The success of this slogan highlights the power of personal empowerment in driving consumer behavior and brand loyalty.

12. KFC: “It’s Finger Lickin’ Good.”

KFC’s slogan, “It’s Finger Lickin’ Good,” is one of the most popular slogans out there. It’s not only a nod to the deliciousness of their food but also an invitation to let go of formalities and enjoy their offerings most authentically. Introduced in the 1950s, this phrase masterfully employs the psychological concept of ‘anticipatory pleasure.’ It creates a vivid image in the customer’s mind, making them anticipate the delicious experience they’re about to embark on.

The casual and playful language of the slogan has helped KFC establish its brand as unpretentious and focused on the enjoyment of food. It subtly communicates that KFC’s offerings are so irresistibly good that you will be tempted to clean your fingers to savor every last bit. In a broader sense, “It’s Finger Lickin’ Good” is an embodiment of KFC’s brand identity—serving delectable, high-quality fast food that leaves customers craving more. The enduring popularity of this slogan stands as a testament to its psychological effectiveness in creating anticipation and a strong sensory appeal.

13. Phillips: “Innovation and You.”

“Innovation and You,” succinctly communicates their dedication to creating innovative solutions that truly make a difference in people’s lives. Philips came up with the slogan in 2013 and to date it stands as a clear manifestation of the psychological concept of ‘self-actualization,’ the highest level in Maslow’s hierarchy of needs. By stating “Innovation and You,” Phillips underscores its commitment to improving people’s lives through meaningful innovation. The slogan implies that their innovations aren’t just about technological advancements, but more importantly, about how these advancements can enhance and empower individual lives.

This approach creates a personal connection with the audience, as it emphasizes the practical, real-world benefits of their products and services. It further reassures the consumer that Phillips is a brand that understands and prioritizes their needs. Over the years, Phillips has consistently brought forward innovative solutions across various sectors like healthcare, lighting, and consumer products, thereby reinforcing the promise encapsulated in their slogan. The success of “Innovation and You” exemplifies the impact of self-actualization in establishing brand positioning and fostering customer trust.

14. Amazon: “Earth’s Most Customer-Centric Company.”

Amazon’s memorable tagline or slogan, “Earth’s Most Customer-Centric Company,” stands as one of the most fitting and enduring descriptions of the e-commerce giant. Introduced in the early days of the company, this slogan serves as a powerful testament to Amazon’s unwavering commitment to customer satisfaction.

The psychological underpinning of this tagline is rooted in the principle of ‘reciprocity.’ Amazon strategically taps into the innate human response to return a favor when something valuable is received. By consistently prioritizing customer needs and striving to exceed their expectations, Amazon creates an experience that fosters customer loyalty. The tagline also leverages the concept of ‘social proof,’ a psychological phenomenon where people mirror the actions of others to reflect correct behavior. By positioning itself as ‘Earth’s Most Customer-Centric Company,’ Amazon sets a high standard for customer service, influencing other businesses to emulate its practices.

Over the years, Amazon has lived up to its tagline by offering a vast range of products, a seamless shopping experience, and exceptional customer service. This relentless focus on the customer has not only enabled Amazon to retain its extensive customer base but has also set a new global standard for customer service in the e-commerce industry.

15. Microsoft: “We Believe in What People Make Possible.”

Microsoft’s slogan, “We Believe in What People Make Possible,” is an inspiring proclamation of the tech giant’s unwavering faith in human potential and innovation. Introduced in 2017, this slogan taps into the psychological principle of ‘self-efficacy’, the belief in one’s ability to accomplish tasks and reach goals. With this statement, Microsoft demonstrates its commitment to empowering every person and organization on the planet to achieve more.

The slogan implies that Microsoft is more than just a technology provider; it is a partner that believes in and enables the potential of its users. The company’s vast range of software solutions, productivity tools, and cutting-edge technologies are all designed with this mission in mind. Microsoft’s approach not only establishes a deep emotional connection with its audience but also fosters a sense of aspiration and possibility.

The famous slogan further resonates with Microsoft’s core company values of innovation, diversity, and social responsibility. The success of “We Believe in What People Make Possible” is an affirmation of the power of self-efficacy in inspiring consumers and establishing brand loyalty.

16. Airbnb: “Belong Anywhere.”

Airbnb’s slogan, “Belong Anywhere,” encapsulates the essence of the platform’s mission to create a global community where everyone feels at home, no matter where they are. Introduced in 2014, this slogan capitalizes on the psychological need for ‘belonging,’ a fundamental human desire to form and maintain lasting, positive relationships.

Through “Belong Anywhere,” Airbnb conveys its commitment to creating a sense of belonging for its customers by offering unique, homely experiences in diverse locales around the world. This slogan appeals directly to the modern traveler’s desire for authentic and local experiences, rather than the impersonal touch of traditional hotel accommodations. It suggests that wherever you travel, with Airbnb, you can feel as comfortable and welcomed as you do at home.

Over the years, Airbnb has stayed true to this promise, providing a platform for people to discover unique travel experiences and fostering a community of hosts that extend their hospitality to guests from across the globe. The success of “Belong Anywhere” underscores the essential role of psychological belonging in establishing brand loyalty and cultivating a globally connected community. Airbnb’s slogan illustrates how a sense of belonging and community can transform the travel industry and redefine what it means to feel at home in the world.


17. BMW: “The Ultimate Driving Machine.”

BMW’s slogan, “The Ultimate Driving Machine,” is a powerful testament to the brand’s commitment to automotive excellence. Introduced in the 1970s, it appeals to the psychological concept of ‘perceived quality’, which is the customer’s opinion of an overall brand’s quality. The slogan conveys a clear message – when you’re driving a BMW, you’re driving the best. This statement creates an image of superiority and exclusivity, enticing potential buyers who seek the finest driving experience. It also connects with the psychological principle of ‘aspiration’: the deep-seated human desire to improve oneself and one’s lifestyle.

BMW’s cars aren’t just vehicles; they’re a symbol of status, achievement, and personal success. Over the years, BMW has lived up to this promise, consistently delivering high-performance, supremely engineered cars that epitomize luxury and innovation. The enduring success of “The Ultimate Driving Machine” highlights the power of perceived quality and aspiration in creating a prestigious brand image and fostering customer loyalty. BMW’s slogan communicates how the promise of quality and luxury can shape perceptions and drive the purchase decision.

18. Maybelline: “Maybe She’s Born With It. Maybe It’s Maybelline.”

Maybelline’s resonating slogan, “Maybe She’s Born With It. Maybe It’s Maybelline,” introduced in the 1990s, strikes a chord with the psychological concept of ‘self-enhancement’, the innate human desire to improve one’s self-image. This savvy slogan taps into the consumer’s aspiration to look naturally beautiful, suggesting that Maybelline’s products can enhance one’s innate beauty so well, that it’s hard to tell the difference. It artfully balances the allure of natural beauty with the power of makeup, enticing potential customers into believing they can achieve the best of both worlds with Maybelline.

It also leverages the psychological principle of ‘ambiguity’, creating a sense of curiosity and leaving room for the consumer’s interpretation. Over the years, Maybelline has fulfilled the promise of its slogan, offering a vast range of cosmetics that cater to diverse beauty needs and preferences. The enduring success of “Maybe She’s Born With It. Maybe It’s Maybelline” underlines the effectiveness of self-enhancement and ambiguity in building a powerful brand image and fostering customer loyalty.

19. Visa: “Everywhere You Want To Be.”

Visa’s slogan, “Everywhere You Want To Be,” serves as a powerful affirmation of the brand’s global presence and commitment to customer convenience. Established in the mid-1980s, this slogan appeals to the psychological concept of ‘freedom of choice’ – the idea that individuals have the power to make their own decisions and go where they want. The statement implies that with Visa, no destination is out of reach, and no purchase is beyond possibility.

It projects an image of limitless potential, suggesting that Visa is not just a payment solution, but a key that opens doors to opportunities worldwide. This strategy aligns with the psychological principle of ‘aspiration’, as it taps into the consumer’s desire for broader experiences and a more enriched lifestyle. Over the years, Visa has upheld this promise, providing secure and user-friendly payment solutions to millions of customers in over 200 countries.

The enduring success of “Everywhere You Want To Be” underscores the power of freedom, convenience, and aspiration in shaping a global brand image and fostering customer loyalty.

20. Subway: “Eat Fresh.”

Subway’s succinct slogan, “Eat Fresh,” is an impactful testament to the brand’s commitment to serving quality, nutritious food. Crafted in the 2000s, it appeals to the psychological principle of ‘health consciousness’, a growing trend among consumers. The slogan presents a straightforward message: at Subway, you’re choosing fresh, wholesome ingredients that contribute to a healthier lifestyle. This notion caters to the increasing consumer desire for transparency and honesty in food quality, differentiating Subway from competitors in the fast-food industry.

Moreover, “Eat Fresh” aligns with the psychological principle of ‘self-determination’, promoting the idea that individuals can make healthier choices to improve their well-being. Over the years, Subway has held to the promise encapsulated by its slogan, offering customizable sandwiches with a range of fresh, nutrient-rich ingredients. The enduring success of “Eat Fresh” underlines the effectiveness of health consciousness and self-determination in building a trustworthy brand image and fostering customer loyalty.

Tips on How to Write an Effective and Catchy Slogan for Your Advertising Campaign - Brad Sugars

Tips on How to Write an Effective and Catchy Slogan for Your Advertising Campaign

Now that we’ve taken a journey through some of the world’s most famous and psychologically compelling company slogans, it’s your turn to craft a memorable slogan that resonates with your target audience. A well-crafted slogan can transform your brand’s image, foster customer loyalty, and significantly influence purchasing decisions. In the following section, we’ll explore some practical tips and strategies to help you create an effective and catchy slogan or tagline for your business.

1. Clean and Clear

A key element of a successful brand tagline or slogan is its clarity. It acts as the elevator pitch for your business, capturing the brand’s promise in a concise, clear, and memorable way. If you complicate things or leave room for ambiguity, it might confuse your audience and dilute your message. The beauty of effective slogans lies in their simplicity. They are easy to remember and instantly convey the core value proposition of the brand.

When creating your slogan, aim for simplicity. Start with the essence of your brand promise and then add a captivating and memorable phrase. This approach will result in a slogan that is both easy to remember and filled with meaning.

2. Use the Music of Poetry

Incorporating the elements of poetry in your slogan and tagline can enhance its rhythm, memorability, and emotional appeal. A slogan with a rhythmic pattern, like a catchy song, is easier to remember and more likely to resonate with your audience. Techniques such as alliteration, assonance, rhyme, and meter from poetry can elevate the musicality of your slogan. By tapping into the music of poetry, your slogan can strike a chord and resonate on a deeper level with your audience.

3. Make Customers Feel Something

To create the perfect slogan, you need to go beyond words and tap into the realm of emotions. It aims to evoke feelings and form a deep emotional connection with your audience. Emotions play a crucial role in how consumers perceive your brand and make purchasing decisions. By understanding the emotional spectrum of your audience, your slogan can establish a genuine and meaningful bond with your brand.

When crafting your slogan, think about the emotions you want to stir in your customers – excitement, trust, happiness, ambition. Use words that resonate with these emotions to create a slogan that leaves a lasting impression in the hearts and minds of your customers.

4. Work with the Brain

Our brains are naturally wired to respond to certain cues. When you understand these neural paths, you have the power to create a successful slogan that captures attention and sticks in the memory. It’s all about using psychological principles and cognitive biases in your messaging, like the ‘availability heuristic’ where decisions are based on easily accessible information.

So, having a slogan that’s easy to remember boosts the chances of your product being chosen. And let’s not forget the ‘bandwagon effect’ – people tend to follow the crowd, so leveraging that can make your brand even more appealing.

5. Speak to the Audience

Understanding and addressing your target audience is crucial when writing a catchy slogan. It should resonate with your intended audience and reflect their needs, desires, and aspirations. By speaking directly to your audience, you establish a deeper connection and increase the likelihood of a positive response. This creates brand empathy and loyalty.


What is the difference between a slogan and a tagline?

While a slogan and a tagline both serve to capture the essence of a brand and make it memorable, they have distinct roles in marketing. A slogan is a short phrase that embodies the company’s mission or value proposition and often accompanies the brand name in advertising campaigns. Some great slogans examples are Nike’s “Just Do It” or McDonald’s “I’m Lovin’ It”. These are designed to encapsulate the overall brand ethos memorably.

On the other hand, a brand tagline is a concise statement used to explain the product or service offering clearly and succinctly. Taglines aim to highlight the benefits or unique selling points of the product or service. FedEx has a great tagline example:  “When it absolutely, positively has to be there overnight,” succinctly communicates the company’s value proposition – reliable and quick delivery.

How often should a company update or change its slogan?

A company should consider updating or changing its slogan when it no longer reflects the company’s vision, mission, or value proposition. This could be due to a significant change in the company’s direction, a rebranding effort, or simply because the existing slogan is outdated and no longer resonates with the target audience. The decision to introduce a new tagline should align with the evolving identity of the company.

When crafting a new business tagline, it’s crucial to ensure that it encapsulates the essence of the brand and effectively communicates its core messages. The introduction of a new brand or company tagline provides an opportunity to rejuvenate the brand’s image and connect with the audience in a fresh and relevant way.

However, it’s essential to exercise caution and maintain consistency in branding. If the existing slogan is still effective and accurately represents the brand, there may be no immediate need for a change. Frequent changes in the brand’s taglines can lead to confusion among customers and dilution of the brand’s identity. As a rule of thumb, it is advisable to evaluate the effectiveness of your slogan regularly, considering a new tagline only when necessary to keep pace with the dynamic nature of the business landscape.

Can a motto be a slogan?

Yes, a motto can certainly be a slogan. A motto is a phrase that encapsulates the beliefs or ideals guiding an individual, family, or institution. When a company’s motto succinctly expresses its mission, values, or promise to customers, it can serve as an effective slogan. For instance, Google’s motto, “Don’t be evil,” was a powerful expression of their commitment to ethical business practices.

However, it’s crucial to ensure that the motto-turned-slogan resonates with the target audience and fits within the company’s overall branding strategy. It should be easy to remember, emotionally evocative, and unique to your brand. Thus, while not all mottos can become effective slogans, those that meet these criteria certainly can.

Follow me

Subscribe To Our Newsletter

Join our mailing list to receive the latest updates on new content, podcasts, and videos.

Thanks for signing up!