How to Write a Slogan or Tagline

Why a Great Slogan Matters

First impressions matter in marketing as well as life. A catchy slogan gives new potential customers an idea of what your company is about and helps them remember it later. Follow these slogan writing tips to take your branding to the next level. If you’re stuck, take inspiration from some of the best slogans around. 

Tagline vs Slogan

The words tagline and slogan are sometimes used interchangeably, but there is a slight difference. Some companies may use the same phrase for both while others may have a separate tagline and slogan for different purposes. 

A slogan is used in marketing campaigns and usually tied to a product or service. It can change over time. A tagline is tied to the company as a whole, is usually part of the logo or graphics, and isn’t supposed to change. 

Traits of a Memorable Slogan

When you’re brainstorming slogan ideas, keep these traits in mind to come up with a winner. 

Benefit-Driven

A good slogan should communicate the key benefit of your company. The customer may not care if you’re the oldest or most popular company in your industry, but they will care what you can do for them. 

Short and Simple

The purpose of a slogan is to catch potential customers’ attention without distracting them from the brand message you want to communicate. It can’t do that if it’s too long or complicated. Keep your slogan clear, short, and easy to understand. 

Catchy

A catchy slogan helps people notice and remember your brand. Using common words in a playful way is the way to go. 

Unique

If your slogan is too similar to another company’s it could cause confusion, or at the very least lose its impact. Before you decide on a slogan, make sure no one else is using a similar one. 

Meaningful

A slogan isn’t just a memorable phrase. It connects your target audience to your brand’s purpose and identity. 

Honest

Your slogan needs to tell the truth about your brand. Truth in advertising is a thing, after all. 

Timeless

Good brand slogans stand the test of time. If you include phrasing that will date it like “for 20 years”, or “the only” you’ll have to go back to the drawing board soon. 

How to Create a Memorable Slogan

Consider Your Target Market

Knowing your target audience is the first step for all things marketing. If you haven’t already, create buyer personas to shape the messaging you use when you promote your company. 

Define Your Brand Identity

On a similar note, your slogan and all other marketing materials should tie back to your brand identity. Aspects of your brand identity include your value proposition, mission, and key attributes of what you offer.

State Your What, Who, Why

Briefly answer these three questions: 

• What do you provide?
• Who are your customers?
• Why do consumers use it?

Focus on What Makes You Unique

What makes your products or services stand out from your competitors? It could make the difference between consumers choosing your company or your competitors. Incorporating your unique selling proposition into your slogan cuts right to the chase and helps you stand out. 

Be Consistent

Consistent branding is vital for companies from small businesses to multinational corporations. Make sure your slogan goes well with your logo, company name, and image. 

Great Tagline and Slogan Examples

These popular slogans and taglines help make the brands they represent iconic. 

• Bounty: The Quicker Picker Upper
• Lay's: Betcha Can't Eat Just One.
• M&Ms: The Milk Chocolate Melts in Your Mouth, Not in Your Hand
• Mastercard: There are some things money can’t buy.  For everything else, there is Mastercard.
• Nike: Just do it
• Disneyland: The happiest place on earth
• McDonald’s: I’m lovin’ it
• De Beers: A diamond is forever
• Walmart: Save Money. Live Better
• Apple: Think Different
• L’Oreal: Because You’re Worth It
• KFC: Finger Lickin’ Good

How Sav Can Help

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