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an Effective
Business Slogan
60 Inspiring Tips & Examples
TABLE O F CO NT ENT S SE CTIO N O NE
Introduction
Introduction
The average person sees up to 5,000 brand every messages day.
Why You Need a According to research from Yankelovich market research firm, this is
up 150% from 30 years ago. Think of advertisements on social media,
Slogan billboards, products and food items at home, radio commercials, etc.
Anywhere a brand can be, it will be. So, how can you make your brand
10 Business
stand out?
Conclusion This ebook will help to explore why your brand needs a slogan, exercises
to help you create a memorable tagline that encompasses your values, and
50 inspiring examples of brands with effective, iconic slogans.
A good slogan is short, unique, and simple. Research from McGill University reports that people can remember up to seven items
using short term memory. Think of some of the classic, memorable slogans. McDonald’s is “I’m lovin’ it.” Nike’s is “Just do it.” Toyota’s
is “Let’s go places.” Notice a pattern? All of these slogans are three word, simple catchphrases that automatically remind the
audience of the company. McDonald’s is telling the audience that they will love McDonald’s food. Nike’s slogan is encouraging to
athletes and promotes exercise and action. Toyota gives a value of its product, the ability to physically go places, while inviting the
audience to join them with an angle of hospitality.
Brand Awareness
“The degree of consumer recognition of a product by its name.” Investopedia
Brand Recognition
“The extent to which the general public (or an organization’s target market) is able to identify a brand
by its attributes.” Investopedia
Slogan
“Simple and catchy phrase accompanying a logo or brand, that encapsulates a product’s appeal or
the mission of a firm and makes it more memorable.” Business Dictionary
Catchphrase
“A word or expression that is used repeatedly and conveniently to represent or characterize a person,
group, idea, or point of view.” Merriam Webster
Mission Statement
“A written declaration of an organization’s core purpose and focus that normally remains unchanged
over time.” Business Dictionary
S E CTIO N THR E E
10 Business Slogan
Writing Tips & Exercises
Writing a business slogan is not a one person job. It requires many opinions,
viewpoints, and perspectives to better understand the whole picture of what your
brand stands for. Gather a group of teammates and use the following exercises to help
get the creative juices flowing. Try to use a space that is conducive to creative ideas. A
round table helps everyone in the room be seen and heard and a large white board or
sticky notes will allow you to use visual aids in some of the activities. Don’t forget about
remote teammates, too. Make sure to angle the camera lens at any visual elements of
your session.
Let’s dive in to the ten business slogan writing tips and exercises.
Exercise #1 Exercise #2
Values
service. Would you want to partner
with this person and create a public
relationship with them?
Exercise #6
Storytelling
Have each team member tell a story that encompasses
your brand’s message. This story can be anything. It can
be about what the person first thought of when they heard
the company name, or it can be about a time they feel the
company accomplished something good. This exercise
grounds the slogan search in the real world. It isn’t just
about thinking of objectively positive adjectives that apply
to your company, it is about how your company connects on
a personal level, and how to best articulate that connection
in a succinct way.
Exercise #8
source
old ID badge? Sometimes an old slogan can be revamped
and given new life for a new brand campaign.
Exercise #10
Focus Group
Gather a focus group of 10-15 employees or non-employees
depending on your resources. If they are employees, try to find folks
who are far removed from marketing and sales. Test out potential
slogans and create a quick survey to see how they felt when they
heard it and what it made them think of the brand.
Inspiration Gallery
This section includes fifty of the top slogans from brands in industries ranging
from automotive to hospitality to products to tech companies and everything in
between. These slogans are from both B2B and B2C brands and small startups to
large, international corporations. Use these timeless and effective catchphrases to
see what you like and don’t like for your own company’s slogan.
Many of the slogans in this section will likely bring back powerful memories
to commercials, moments in your own life, and jingles, proving the power of
advertising and brand recognition.
Tough on grease, soft on hands. It’s not delivery, it’s DiGiornio. Inno
gan with This slogan shows the duality of Palmolive as both a quality dish soap, as well as a DiGiorno’s brands themselves as the alternative to ordering delivery pizza with this well- Nissan co
g any of cleaning product that is not unsafe to use. High quality cleaning agents have a reputation known and quippy slogan. Frozen pizza gets a bad rep for being worse than a freshly with exci
for being unsafe or uncomfortable to touch with your bare skin, where as cleaning made pie, so this slogan points towards a DiGiorno pizza being mistaken for one that was
products that are made to be safe and family friendly are known for not cleaning as well. delivered.
Innovation that excites. The world’s largest workforce works for Take
is well- Nissan conveys their forward-thinking engineering and associates their brand
themselves. We work for them. Magnum
shly with excitement. This new QuickBooks campaign which aired during the Super Bowl this year cream pr
that was showed small business owners using QuickBooks to run their companies. Their icecream
slogan shows how they empower self-employed individuals.
source source source
The b
We get groceries. Focus on the work that matters most. your
eir This slogan uses a clever double entendre; Instacart both understands Asana is a project management software for teams and its slogan (part of a
This catc
groceries and physically gets them and delivers them to the user’s door. collection of similar slogans) highlights a key benefit of using their software—
This slog
saving you time and allowing you to work more efficiently.
st.
The best part of wakin’ up is Folgers in Find your way home. We
your cup. Zillow is a real estate company that helps people buy and rent houses and
of a This slog
This catchy slogan is associated with a jingle that was first released in 1984. apartments. This slogan is a phrase that somebody would say to you if they
ware— wide ran
This slogan/jingle combo helped make Folgers a household name. cared about your safety. ZIllow is saying that we don’t just help you find a
especiall
place to live, we find you a home, and therefore a place for you to feel safe and
matter w
comfortable.
We make it easy to find your thing. Life’s too short for bad WiFi. Hom
and
This slogan is made purposefully vague because it is representative of the Eero is a new product that allows its users to extend WiFi throughout their Angie’s L
they
wide range of items you can find on the site. No two people are the same, home using beacons. Since they are a new product, their slogan aptly tells the Hicks in 1
da
especially when it comes to their taste in art. This slogan says that it doesn’t audience what they do and why they need it. asking fo
safe and
matter what you like, we will have something for you. feeling w
Do what you like. Like what you do. Where dreams come true. The
a messy From the name of the company to the shirts themselves, this company is all This says that Disney is such a fun and exciting place that it isn’t even confined Making a
which is about positivity. Their slogan encapsulates this perfectly. to reality. It suggests the childlike wonder of dreams and imagination. it is paire
This slog
You’re gonna like the way you look, I More for your thing. That’s our thing. Mm
guarantee it. AT&T is self aware in this slogan. They know that people don’t really care about This is a u
e very cell phone companies, as long as the phone can help them do the things that telling yo
This simple sentence does something that a lot of companies do not, they they want to do.
guarantee your satisfaction.
Low fares. Nothing to hide. That’s The front page of the Internet. Mak
ut Dr. Transfarency Reddit is a site that is a compilation of viral stories and public forums that Positivity
sful, as basically cover every corner of the internet. This slogan throws it back to the picked a
This slogan takes a pretty big risk with its use of wordplay. It can definitely pay
c ad word of newspapers, where the most important stories are on the front page.
off though if it effectively shows the lighthearted side of your business, which Reddit is where you will find the most important stories.
this one does well.
Making the world smile. You’re not you when you’re hungry.
at Positivity is a popular theme among the slogans of today’s brands. Hasbro has Snickers well known slogan advertises for their hearty, protein filled candy.
o the picked a perfectly positive phrase with which to be associated. Their gwell-known commercials in which Betty White turns into a professional
page. athlete after she eats a Snickers were extremely popular at the time.
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