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By Mark Brinn
This article discusses the significant role of slogans in branding, explaining how they briefly and memorably convey a brand's core message and values to consumers. Highlighting essential characteristics of impactful slogans, it guides readers through a methodical creation process, from brainstorming ideas to choosing the final slogan. A well-crafted slogan is not just a catchy phrase but a compact, powerful message that fosters a deeper connection and recall between the brand and its audience.

Introduction: The Importance of a Brand Slogan

Slogans are g-r-r-reat, because they don’t just melt in your mouth, they melt in your mind. They have the power to connect people and bring out the best a brand can be.

An effective slogan is not just about snapping, crackling, and popping – it’s about making your voice heard in a crowd. It’s about the power to be all you can be, and the fun and aspiration of reaching out and touching someone.

Because you’re worth it, we invite you to think different, to step into a world where the slogans are so good they deserve a break today. After all, they’re more than just words; they’re the ultimate driving machines.

Welcome to the slogan revolution. I’m lovin’ it.

Maxwell House’s “Good to the last Drop” is one of the oldest slogan still in use today. The phrase has got people sipping coffee for over 100 years.

What’s in a Slogan?

A slogan is like a mini-mission statement, a promise, and a brand’s identity all rolled into one. It’s the essence of the brand, as we’ve discussed in the Identity chapter.

Imagine a brand as a person. The slogan is that person’s catchphrase, the words they live by. It’s the thing they say that makes you go, “Ah, that’s so them.” It’s like what we covered in the Persona chapter, but in a bite-sized, memorable format.

Why Does a Slogan Matter?

A slogan matters because it’s a brand’s first impression. It’s the handshake, the eye contact, the smile. It’s the thing that sticks in your mind long after the brand’s name has faded. It’s the brand’s way of saying, “Hey, remember me?” And if it’s done right, you will.

A good slogan can create a lasting impression, enhance brand recognition, and increase brand affinity. It’s like a business card that you carry around in your head. It’s a powerful tool for connecting with your Audience.

So, How Do You Craft a Good Slogan?

Crafting a good slogan is an art. It’s about brainstorming, drafting, refining, and more refining. It’s about finding the words that encapsulate your brand’s mission and promise in a way that’s succinct, meaningful, and memorable.

So let’s dive into the process of creating a compelling slogan, from the initial brainstorming to the final refining. We’ll explore the key attributes of a successful slogan and provide practical steps to help you craft a potent brand message.

Characteristics of an Effective Slogan


Brevity is the soul of wit, and it’s also the heart of a good slogan. A potent slogan doesn’t ramble. It gets to the point with as few words as possible. Why? Because people have short attention spans. They’re not going to remember a slogan that’s as long as a novel. Keep it short, keep it punchy. Nike’s “Just Do It” is a prime example of a concise slogan. Three simple words that pack a punch.


Your slogan should carry weight. It should mean something, not just to you, but to your audience. It should encapsulate your brand’s mission, its values, its promise. If it doesn’t resonate with your audience, it’s just empty words. McDonald’s “I’m Lovin’ It” not only communicates enjoyment of their food but also conveys a positive, upbeat attitude.

Captures Brand Essence

A great slogan distills the essence of your brand into a memorable phrase. It’s like a microcosm of your brand identity. It should reflect your brand’s personality, its unique selling proposition, its core values. Apple’s “Think Different” perfectly encapsulates their brand essence of innovation and individuality.

Appeals to the Target Audience

Finally, a potent slogan speaks directly to its target audience. It resonates with them, stirs their emotions, and aligns with their values. It’s not about trying to please everyone. It’s about connecting deeply with the people who matter most to your brand. Dove’s “Real Beauty” campaign resonates with their target audience by challenging beauty standards and promoting body positivity.

Brainstorming Your Slogan

First things first, let’s get those creative juices flowing. Brainstorming is all about letting your mind run wild. Don’t limit yourself. Think about your brand’s IdentityPurpose, and Audience. What does your brand stand for? Who are you trying to reach? What’s the core message you want to convey? Jot down all the words and phrases that come to mind, and don’t be shy – the more options the better at this point.

Drafting Your Slogan

Once you’ve got a solid list of words, it’s time to start crafting your slogan. This ain’t about writing a novel. It’s about distilling your brand’s essence into a few powerful words. Keep it short. Keep it simple. Make it memorable. Remember, brevity is the soul of wit.

Refining Your Slogan

After you’ve drafted a few potential slogans, it’s time to refine. Look at your options. Do they resonate with your brand’s Identity? Do they speak to your Audience? Are they easy to remember? Don’t be afraid to tweak, twist, and turn your phrases until they’re just right.


Alright – now it’s your turn. Get out there. Find your words. Find your rhythm. Find your story. Just do it! And remember, a slogan isn’t just a tagline. It’s a promise. It’s a mission. It’s your brand in a nutshell.

Now that you’ve tasted the rainbow of iconic taglines and finger-lickin’ good phrases get ready to flex your creative muscles in the next chapter: Logo. We’re going to explore the art and science of creating a logo that not only looks good, but also communicates your brand’s essence at a glance.

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