Skip to main content

Brand Slogan

A brand slogan is a short, memorable phrase that encapsulates the essence of a brand, its values, and its promise to consumers. It serves multiple purposes: to highlight the brand’s benefits, to affirm its position, and to forge an emotional connection with the target audience.

A well-crafted slogan is succinct, typically under 10 words, and employs techniques like rhythm, rhyme, and repetition to enhance memorability and impact. It should stay true to the brand’s identity and resonate with its intended demographic through positive and evocative language.

Additionally, a slogan can be a temporary fixture in marketing strategies but should remain consistent enough to avoid confusion, ideally not changing more than twice a year. If the brand name itself does not clearly communicate what the business offers, the slogan should fill in this gap by clearly defining the brand’s services or products. For new brands or those launching their first marketing campaign, the slogan also doubles as the campaign’s title, setting the tone and focus of the marketing efforts. This dual role emphasizes the slogan’s importance in both long-term brand identity and specific promotional contexts.

Brand Slogan Types

Imperative Slogans

Description: These command the audience to take action, typically starting with a verb. They are direct and engaging.
Example: Nike – “Just Do It.”

Descriptive Slogans

Description: These directly describe the product or service, emphasizing its attributes or benefits.
Example: De Beers – “A Diamond is Forever.”

Superlative Slogans

Description: These assert that the brand is the best in its class. They often use words like “best,” “greatest,” or “number one.”
Example: BMW – “The Ultimate Driving Machine.”

Provocative Slogans

Description: Designed to provoke thought and challenge norms, these slogans often pose questions or make bold statements.
Example: Apple – “Think Different.”

Specific Slogans

Description: These provide specific information about the product’s use, benefits, or its unique selling proposition.
Example: Ronseal – “Does Exactly What It Says on the Tin.”

Emotional Slogans

Description: Aimed at evoking an emotional response from the audience, these slogans are crafted to connect on a personal level.
Example: Coca-Cola – “Open Happiness.”

Generic Slogans

Description: Broad and universal, these slogans emphasize general benefits that are not unique but are widely desirable.
Example: Walmart – “Save Money. Live Better.”

Aspirational Slogans

Description: These slogans speak to the aspirations or ideals of the target audience, often connected with lifestyle or experiences.
Example: L’Oréal – “Because You’re Worth It.”

Creative/Whimsical Slogans

Description: These use wordplay, puns, or humor to make a memorable statement.
Example: M&Ms – “Melts in Your Mouth, Not in Your Hands.”

Question Slogans

Description: These prompt an audience to think by asking rhetorical or direct questions.
Example: California Milk Processor Board – “Got Milk?”

Explanatory Slogans

Description: These slogans help explain the name of the company or its function if the name itself isn’t clear.
Example: Subway – “Eat Fresh.”

Lifestyle Slogans

Description: These align the brand with a particular way of life, appealing to the audience’s sense of identity or belonging.
Example: Harley-Davidson – “American by Birth. Rebel by Choice.”

The AI-Branding Dictionary

The core concept behind AI-Branding requires that we define every aspect of what “branding” really means.

Facebook Group

Have you joined the facebook group yet? If not, you need to! Internact with other business owners, watch quick tutorials, and discuss website building and marketing with the community.