When a new brand is created, there are some fundamental elements that need to be worked out and defined, such as the company’s mission, vision and values, as we already know. But it is also essential to come up with an attractive logo and a catchy slogan.
Of all of these, the last two are the ones people usually recognize a company by in the long run: the logo for obvious reasons, since it is the brand’s image.
The slogan, meanwhile, is one of the most appealing elements and can become a brand’s main weapon in its effective advertising campaigns.
Leaving the logo aside, in this article I want to talk to you about the importance of the slogan, because it is not just a phrase a brand comes up with for the sake of it and that’s that.
Not at all… In fact, it has a very strong impact on the vast majority of the brand’s activities, mainly its advertising and Marketing campaigns (have you tried using slogans in your newsletter subject lines?). And while we’re at it, here at Mailrelay I’ll also show you some well-known examples that perfectly confirm the importance of having a good slogan.
· What is a slogan?
If we turn to the Real Academia Española (the official authority on the Spanish language), it gives us the following definition of a slogan:
“A short, original formula used in advertising, political propaganda, etc.”
But this doesn’t really tell us much about what a slogan is. Yes, it is a short, original formula that we usually use in advertising campaigns, events or even political propaganda, but it is not a definition that explains the whole concept, so I’ll add a little more.
Essentially, a slogan can be a short phrase, even just three or four words long, that represents the company or brand, its ideals, its mission, its vision and so on.
A slogan can also be seen as the persuasive text that argues for the company’s benefits, defining its brand and complementing the logo.
The Spanish word “eslogan” is an adaptation of an English word, “slogan”, which is also widely used in Spanish, where both “slogan” and “eslogan” can be used to refer to a company’s motto.
As a fun fact, the word “slogan” comes from Scottish Gaelic and means “battle cry”.
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· What should a slogan be like?
There really is no exact way a slogan has to be created, although there are regulations that work more like ethical checks.
Leaving these ethical checks aside, a good slogan needs to be eye-catching and powerful, so that people can remember it easily and, even more importantly, find it easy to associate with a particular company.
It is precisely for these reasons that a slogan is usually short, since short messages are much easier to remember than long sentences, unless, of course, the message is so powerful that it sticks easily in the audience’s memory, no matter how many words it has.
Later on I’ll show you several examples of slogans so you get a clearer idea of what these mottos or phrases look like.
· How important is a slogan in your Digital Marketing strategy?
Now that you know what a slogan is, let’s talk a bit about how important slogans are for your Digital Marketing strategy, which is quite a lot more than you might think at first.
● It helps define the brand identity
Brand identity is key to Marketing. It is built from different elements, and one of those elements is precisely the company’s slogan or motto, just as important as its mission, vision and logo.
A slogan will help you define your brand identity and, more importantly, it will help you show your customers what your brand means to you, what you are pursuing in life with it.
In this respect, it is just as important as the logo.
● It boosts the impact of advertising campaigns
One of the reasons this kind of short text is so important in a Digital Marketing strategy is that it can boost the impact your advertising campaigns have on your audience.
Creative banners, ads, videos and even audio will have a greater impact and better results simply by adding a good slogan to them.
● It improves brand recognition
When we walk down the street and see a famous logo like McDonald’s or Nike, we can easily recognize the brand, and the same goes for slogans: Nike’s “Just do it” and McDonald’s “I’m lovin’ it” are two of the most recognized phrases in the world, and everyone associates them with these brands.
That’s why a powerful slogan can increase how recognizable your brand is to the public: people will be able to recognize your brand from a single phrase.
● It helps build customer loyalty
Somewhat related to brand identity and recognition is customer loyalty.
People who connect with your brand identity, or simply recognize your brand, are more likely to become loyal customers of your business.
What’s more, a good slogan can influence people’s decisions: phrases we remember fondly, or others that made an impact on us at some point in our lives, can make a customer choose your brand over the competition.
● It increases brand reach
A powerful slogan usually ends up being shared by the public. How many times have you heard about a creative slogan that made an impression on one of your friends or relatives?
Building on that, a good slogan can reach a lot of people simply through word of mouth and through those who share your ads or content just because they liked your motto.
A slogan is excellent for social media. Take X (formerly Twitter) and its hashtags as an example: with a good branding and social media strategy, our slogan could become an excellent hashtag to use on Twitter and make our posts go viral.
And on other social networks such as Instagram or Facebook, too, your slogan will help your content get a better reception if you use it properly.
● They help stir emotions in your audience
We all know Coca-Cola and its legendary Marketing campaigns, and its slogan is precisely one of the things that manages to make an impact on the audience.
A good slogan can stir emotions in people, and feelings and emotions are among the factors that most influence how people perceive brands, so if you manage to stir emotions in your audience, you’ll be scoring plenty of points for the next time they can’t decide whether to buy from you or from your competitors.
The 10 most famous and creative slogans: do you know them all?
To wrap up this article, I want to show you some examples of the best slogans on the market, the most famous and creative ones.
And while we’re at it, I’ll briefly explain what each of them is trying to achieve.
1. “I’m lovin’ it”, McDonald’s
Let’s start with the famous fast-food chain, the biggest in the world. Simple and long-lasting, McDonald’s “I’m lovin’ it” is a clear example of how to reach your target audience with your slogan.
Why do people go to McDonald’s? To enjoy a delicious burger.
Whether you like it or not is up to each person, but objectively speaking, its customers love the taste of its food and how easy it is to get, and that’s why the slogan “I’m lovin’ it” connects so well with them: it is the feeling they have towards the fast-food chain itself, and that very connection is what makes people loyal to the company.
Somewhat like what happens with Apple, which comes a little further down.
2. “Just do it”, Nike
There’s little to say about the famous “Just do it”, or “Simplemente hazlo” in Spanish. The truth is that few people in the Western world don’t know Nike’s most famous slogan, its banner, and a source of inspiration and memes alike.
Essentially, it is aimed at those who want to push themselves, who go all in and chase their dreams, who get inspired and, when they have a challenge to face, simply do it.
This is one of the best slogans out there, and with good reason: it went from being a clothing brand’s slogan to an attitude, a mindset that takes on challenges, never stops for anything and chases its dreams. Just do it.
3. “Think Different”, Apple
Let’s move on to one of the tech giants, Apple, and its “Think Different”, a campaign aimed at visionaries, at those who seek to innovate and improve day by day and who want new products that make them feel cutting-edge.
This slogan was here to stay, to the point that, although Apple no longer uses it, its most loyal users still think different.
As a fun fact, this motto came about as a response to one of its strongest competitors, IBM, and its “Think”; the campaign, launched in 1997, coincided with Apple’s recovery after Steve Jobs’s return.
4. “Imagination at work”, General Electric
“Imagination at work”, or “Imaginación en el trabajo” in Spanish, is a slogan that redefined General Electric’s corporate identity after its classic “We bring good things to life”.
The slogan itself instills the idea that imagination is a fundamental pillar of the company, highlighting the company’s goals, with imagination as the foundation for innovation.
5. “Can you hear me now? Good”, Verizon
Let’s talk a bit about how a slogan can represent a brand’s service, and Verizon is a spectacular example of this.
Its slogan, “Can you hear me now? Good”, is basically a representation of good coverage, something Verizon takes great pride in: having coverage anywhere.
6. “All the news that’s fit to print”, The New York Times
The reason I include The New York Times is that its slogan helped pave the way for a new kind of journalism (the motto has appeared on its front page since 1897).
At the time, sensationalism and yellow journalism were the norm for newspapers, which is hardly surprising considering that this kind of news is what sells best, even today.
That is why The New York Times came up with the slogan “All the news that’s fit to print”, in Spanish “Todas las noticias aptas para publicar”. What does this have to do with the above?
It is the famous newspaper’s declaration that it would no longer publish yellow journalism or sensationalist news, only news truly fit to print: news that is truthful and valuable, news that matters to the country and the world. And boy, did it make a big impact in its day.
7. “There are some things money can’t buy. For everything else, there’s MasterCard”, MasterCard
Yes, it’s quite a long slogan, in fact one of the longest you’ll find, but it’s still one of the best.
This slogan began in 1997 with a series of ads that quickly became famous for the word “priceless”, which was later followed by the classic “for everything else, there’s MasterCard”.
This slogan is fantastic for two reasons. The first is that it managed to make MasterCard stand out brilliantly, instilling the idea that, apart from what money can’t buy, MasterCard can get you anything you want.
On the other hand, the second reason is the way it manages to stir emotions in the audience: happiness, sadness, nostalgia… this slogan evoked many feelings with its ads and, as I mentioned earlier, feelings and emotions are powerful tools for influencing people.
8. “You’re worth it”, L’Oréal
Why talk about what your product does when your slogan can say all that and more in four words?
This is the case with L’Oréal and its “Because you’re worth it”. A message clearly aimed at women who enjoy taking care of themselves and want to look better, not to impress others, but for themselves.
It highlights how effective its products are at helping them look beautiful and unique, as they deserve. This slogan was one of the things that gave this brand a strong boost, and it has much more impact than the logo itself.
9. “Open happiness”, Coca-Cola
Coca-Cola’s “Open happiness” (used between 2009 and 2016) is a famous slogan, and it is also one of the slogans that doesn’t focus on the brand or the product, but on how the brand makes its consumers feel.
Open happiness is a message calling for a positive mindset: to open a Coca-Cola and enjoy the good things in life, or to face the bad times with a smile on your face.
Quite a beautiful message in my opinion, and one that has undoubtedly had a big impact on the audience of the famous cola drink.
But of course, this isn’t the first time Coca-Cola has shown us a Marketing masterpiece, is it?
10. “Gives you wings”, Red Bull
With this last one, something needs to be made clear: in 2014 Red Bull settled a class action lawsuit in the United States related to its well-known slogan “Red Bull gives you wings”, but we’re not here to discuss whether it actually boosts productivity or not, but to applaud one of the slogans that has sold the most in the world.
Who doesn’t recognize the classic “gives you wings”?
Whether it’s true or not, more than a few people have bought a can of Red Bull on the premise that it would boost their athletic or academic performance. That is the concept behind “gives you wings”: it lets you go beyond what you would normally be capable of, and it was this Marketing campaign that propelled the brand to become the leader in this type of drink.
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· How to create an effective and memorable slogan
Creating a powerful and memorable slogan is essential to differentiate your brand in a competitive market.
Here are some tips to keep in mind when designing a slogan:
Focus on the key benefits of the product or service:
A good slogan should highlight the most important advantages of your product or service so that customers immediately understand how your brand can improve their lives.
Try to sum up the most significant benefits in a short, appealing phrase.
Use simple, concise language:
An effective slogan is easy to understand and remember.
Use clear, direct words and avoid jargon, acronyms and complicated phrases. Simplicity is key to making sure your slogan sticks in consumers’ minds.
Be original and distinctive:
A memorable slogan stands out from the competition.
Aim to be creative and find a unique phrase that captures the essence of your brand.
Avoid clichés and copying other brands’ slogans, as this can cause confusion and weaken your brand identity.
Evoke emotions and positive connections:
The most memorable slogans create an emotional connection with consumers.
Try to evoke positive feelings such as happiness, trust, security or love.
Strong emotions help consumers associate your brand with pleasant experiences and values.
Make sure the slogan is easy to remember:
For a slogan to be truly effective, consumers must be able to remember it easily.
Rhyme, rhythm and repetition can be useful tools for making a slogan catchy and easy to retain.
It’s also important to keep the slogan short, as shorter phrases tend to be more memorable.
By following these tips, you’ll be able to develop an effective, memorable slogan that reinforces your brand identity and sets it apart in the market.
· Common mistakes when creating a slogan
When creating a slogan, it’s important to avoid certain common mistakes that can reduce its effectiveness and, in some cases, even damage the brand’s image.
These are some of the most common mistakes:
Being too generic or vague:
A generic or vague slogan doesn’t clearly communicate your brand’s value proposition and can easily be forgotten.
Make sure your slogan highlights the unique aspects of your product or service and stands out from competitors’ slogans.
Not considering the cultural or regional context:
It’s crucial to take cultural and regional differences into account when creating a slogan, especially if your brand has a presence in several countries.
What works in one country or culture may not be appropriate or effective in another. Research and test your slogan in different cultural contexts to make sure it doesn’t cause offense or misunderstandings.
Using a tone or style that is wrong for the brand:
The slogan’s tone and style should be aligned with the brand’s personality and values.
A humorous slogan might not suit a company that focuses on seriousness and professionalism, while an overly formal slogan might not resonate with a more laid-back, youthful brand.
Make sure the tone of your slogan properly reflects your brand identity.
Not taking the target audience into account:
It’s essential to know your target audience and understand their needs, preferences and values when creating a slogan.
A slogan that doesn’t resonate with the audience you’re targeting can lead to a disconnect between your brand and your potential customers.
Carry out market research and create profiles of your target audience to make sure your slogan matches their interests and expectations.
By avoiding these common mistakes, you’ll be able to create an effective, memorable slogan that reinforces your brand identity and has a positive impact on your marketing strategy.
· Case studies: Slogans that revitalized brands
Below are some case studies in which a successful slogan had a significant impact on a brand’s growth and success:
Apple: “Think Different”
In the late 1990s, Apple launched its “Think Different” campaign at a time when the company was struggling to compete with Microsoft.
This slogan, which invited people to think differently and challenge the status quo, helped position Apple as an innovative and unique brand in the tech market.
The campaign helped revitalize the brand’s image and laid the groundwork for the successful launch of iconic products such as the iPod, iPhone and iPad.
Volkswagen: “Das Auto” (The Car)
Volkswagen introduced the slogan “Das Auto” in 2007 to emphasize the quality and German engineering of its vehicles (it dropped it in 2015, after the emissions scandal).
This simple but effective slogan helped the brand stand out from its competitors and communicate its commitment to innovation and to building high-quality cars.
As a result, Volkswagen saw its sales grow and became one of the most recognized car brands worldwide.
Dove: “Real Beauty”
In 2004, Dove launched its “Real Beauty” campaign with the aim of challenging traditional beauty standards and promoting a more inclusive view of beauty.
The slogan and the campaign helped change public perception of the brand, moving it away from being simply a soap manufacturer to a champion of self-esteem and diversity in beauty.
As a result, the brand saw significant sales growth and became a benchmark in the world of advertising and beauty.
Old Spice: “The Man Your Man Could Smell Like”
In 2010, Old Spice launched its viral campaign “The Man Your Man Could Smell Like”, which helped revitalize the brand and attract a younger audience.
The slogan and the campaign’s humorous approach made Old Spice stand out in the men’s personal care market and generated a great deal of media and consumer attention.
The campaign’s success translated into higher sales and a positive perception of the brand.
These case studies show the power of a well-designed and well-executed slogan to revitalize and transform a brand’s image, which can lead to significant growth and success in the market.
· Conclusion
These are just some of the best slogans out there, and ones I personally like. There are many more you can learn a lot from, each with its own unique touches that make it special.
Now it’s your turn: what slogan do you know that you love or that has even changed your life? Do you think you could apply them in your emailing campaigns?
Share it in the comments.
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Jose Argudo
CMO at Mailrelay. Writes about email marketing, copywriting and conversion for small businesses and entrepreneurs.