Slogans and taglines play a huge role in crafting a memorable brand identity. Think about some of your favorite brands – chances are, a catchy phrase instantly pops into your head. That’s the power of a well-crafted slogan. It sticks with you long after you’ve seen the ad or visited the website. It becomes synonymous with the brand, summarizing their essence in just a few words. But creating slogans and taglines that actually work involves much more than simply stringing together a couple of words.
Slogans and taglines act as powerful marketing tools. They encapsulate a brand’s mission, its values, and what it promises to its customers. These memorable phrases can become so ingrained in our minds that we associate them directly with specific products, services, or experiences. For instance, you probably remember Nike’s iconic “Just Do It” even if you don’t regularly wear their shoes.
The Art of Crafting Unforgettable Slogans and Taglines
Crafting a compelling tagline is both an art and a science. It requires a keen understanding of the brand’s target audience, its unique selling points, and the ability to distill those elements into a concise, impactful phrase. Consider a few crucial aspects that contribute to crafting a successful tagline:
Memorability is Key
First and foremost, it has to stick in people’s minds. The more memorable a slogan is, the better chance you have of your target customers thinking of you when they need what you offer.
Take Miller Beer of the 1950s dubbing their product “The Champagne of Bottled Beer.” Whether it deserved the title or not is up to personal taste. The comparison definitely created a sense of exclusivity and luxury that resonated with consumers. It set Miller High Life apart from other beers, giving it an identity that was easy to remember and talk about.
Showcase Your Unique Strengths
Every company wants to stand out, and your tagline should make it clear why your product is the better option. A great example of this is Avis, the car rental company, openly admitting they were not number one with their “We Try Harder” slogan. It resonated because they owned being second-best, emphasizing their commitment to customer service and effort. This tagline made people feel like they were choosing a company that went the extra mile.
Trigger Positive Feelings
Just as a bad slogan can leave a negative impression, a good one can evoke positive feelings, associating your brand with feelings like confidence, happiness, or reliability. Take the “I’m going to Disneyland” campaign, for example. They brilliantly tied that feeling of accomplishment with a visit to “The happiest place on Earth,” leveraging the inherent joy associated with Disneyland.
The marketing campaign worked because it connected emotionally with consumers, transforming Disneyland from a simple amusement park to a symbol of achievement and reward. It was used in a series of commercials featuring various athletes and celebrities.
Tagline + Brand Alignment = Magic
The right tagline resonates with a company’s greater brand identity and marketing efforts. Think about “Where dreams come true,” the campaign Disney used in 2006 during an initiative to unify Disney theme parks worldwide. This slogan perfectly encapsulates the overall brand experience.
It transcends a single park or product, highlighting a core message that resonates with audiences around the world. While 50% of consumers say they look to a slogan to better understand a brand’s purpose, brand consistency is paramount in successfully establishing brand identity. A slogan that clashes with other brand messaging confuses customers. Slogans should work seamlessly alongside other branding elements like a brand slogan to create a clear picture of a company’s mission and offerings.
Simplicity Wins
Don’t underestimate the power of simplicity when creating slogans. While long, complicated taglines might seem impressive, the most effective slogans are usually brief and to the point. This makes them easy to understand and remember, even when they’re incorporated within the larger scope of your SEO content marketing. Consider “Go Further” from Ford. When this tagline came out in 2012, Ford executed an interesting PR strategy – showcasing how the slogan’s meaning of reaching for something more extended beyond just automobiles.
Famous Slogan and Tagline Examples
Slogans can take many different approaches to reach consumers, with some of the best standing the test of time. A tagline can evolve, like “Eat Fresh,” which was later tweaked to “Make it what you want” by Subway during their rebranding. Taglines often lean on positive messaging. However, research suggests divisive messaging or slogans incorporating negative tones can sometimes work, even if it might feel jarring compared to uplifting slogans like L’Oreal’s “Because You’re Worth It.”
Successful Taglines Make Their Mark
Consider slogans that are simple but highly effective. Nike’s “Just Do it” conveys confidence and urges people to overcome any hesitations or excuses and pursue their goals. This approach made a huge impact for them, as Nike’s sales went from $800 million in 1988 to over $9 billion in 1999. This proves how a strong tagline, paired with the right advertising, can boost a brand’s overall value.
McDonald’s “I’m Lovin it,” creates a sense of enjoyment and happiness tied to their product. They embraced that feeling of joy, making people associate their meals with positivity and a feeling of satisfaction. “Think Different” made Apple a powerhouse back in the late 90s by positioning the brand as innovative and pushing people to break the mold. This helped them tap into consumers who wanted more than just the average tech experience.
While slogans are often long-lasting staples tied directly to a brand’s identity, taglines often come and go over the course of various campaigns and rebranding efforts. Airbnb consistently shifted their brand identity over the past fifteen years as the vacation rental space continues evolving, showing the importance of staying agile with a good tagline.
Standing the Test of Time
Creating truly effective slogans and taglines is a tricky balancing act, as illustrated by these examples:
| Slogan | Brand | Concept |
|---|---|---|
| “A Diamond Is Forever” | De Beers | Associating diamonds with eternity creates an emotional connection to luxury. 90% of consumers are familiar with this slogan, which has been in use since 1947 – 76 years and going. This goes to show a catchy, enduring tagline makes an impression. (Source) |
| “Just Do It” | Nike | A confident, short tagline urging consumers to embrace action and pursue their goals, showcasing athletic prowess. |
| “Taste the Rainbow” | Skittles | Playful language associated with vibrant colors evokes fun tied to eating Skittles. |
| “Our blades are f\*\*\*ing great.” | Dollar Shave Club | Bold, informal language creates a memorable impression. Coupled with their humor-driven branding, it launched their “Our Blades Are F\*\*\*ing Great” marketing video, showcasing a small brand effectively reaching millions with a powerful slogan and tagline combo. |
| “It’s Finger Lickin’ Good” | KFC | Emphasis on sensory experience tied to southern roots highlights their signature flavor. This simple phrase turned into a highly memorable tagline following a spontaneous response after a customer was disturbed by a KFC founder eating on camera (Source). |
While brands might rely on social media advertising in the current landscape, effective slogans and taglines remain paramount for brand building and reaching your target audience. Given that 71% of customers prefer buying from brands they recognize, you want to help them recognize your business every way you can.
FAQs About Slogans and Taglines
What is an example of a slogan and tagline?
An example of a successful slogan and tagline combo is Nike’s “Just Do It,” used as the main tagline. One of their slogans is, “Play New,” tied to their 2021 campaign focused on connecting athletes during the COVID pandemic. “Play New” represents their effort to promote inclusivity, but “Just Do It” is still their long-lasting catchphrase that works seamlessly alongside various slogans used for shorter campaigns. Creating a great slogan is all about being memorable and standing out.
What are some catchy slogans?
Some catchy slogans that easily come to mind are McDonald’s “I’m Lovin’ It” because you’ll likely start humming the jingle just from reading those three words, De Beer’s “A Diamond is Forever,” and Skittles’ “Taste the Rainbow.” Each phrase uses easily-remembered language, and you probably thought of these brands right away. Let’s be honest, some taglines really stick with us.
What is a catchy tagline?
An easily remembered tagline can become so embedded in our society that it transcends a simple marketing tool. It can even influence other aspects of pop culture, like memes, other marketing efforts, and parodies. Catchy taglines are often associated with positive messages.
What is the most famous slogan?
Considered by many as the single best slogan of the 20th century, De Beer’s “A Diamond is Forever” still makes an impact with modern consumers nearly 80 years after its debut.
Conclusion
Slogans and taglines serve as vital marketing tools that build strong brands and leave lasting impressions on consumers. It takes strategy to strike the right tone and align your slogans with other brand messaging efforts. If you manage to get people humming your jingle, associating positive emotions with your brand, or choosing you over the competition – your efforts paid off.
