First of all, what is a slogan? In business, a slogan is “a catchphrase or small group of words that are combined in a special way to identify a product or company.” Simply said, it’s a mini-statement about your business. The goal is to leave a key brand message in a consumers mind.

Now, what makes a great slogan?

1. It’s memorable
People should be able to recognize your slogan quickly and don’t spend too long thinking about what it means. A few brief and strong words can go a long way.

2. Include a benefit
Sell the benefits and not the features, a great slogan makes a company’s benefits clear to its audience.

3. It makes your brand different
What is it about the product that sets you apart from competitors?

4. Make it positive
Try to avoid words like ‘hate’ or things like that. Positive words and results leave a better impression.

The difference between a slogan and a tagline

A slogan and a tagline tend to be used in the same way, but they actually serve two different purposes:

Slogans are what a company stands for and can be longer than a tagline.

A tagline is a quick catchy phrase that puts your brand image in the minds of your customers.
Taglines are often next to the company’s logo on advertisements and are more dedicated to brand awareness than slogans.

Slogans carry a brand’s values and are more like an overarching company tagline.
But, don’t be afraid. Your organization doesn’t have to develop both a slogan and a tagline. You can also succeed with a very recognizable tagline. But sometimes it’s easier to have a general slogan and use different taglines for different marketing purposes.

Slogan examples

1. M&M

“Melts in Your Mouth, Not in Your Hands”

M&M did not need much time to define its core value proposition. How can one piece of chocolate stand out from another? By bringing in the convenience factor. M&M is a great example of defining what makes you different from competitors.

2. Meow Mix

“Tastes So Good, Cats Ask for It by Name”

Meow Mix released a simple but selling slogan, the slogan plays off the fact that every time a cat meows they are actually asking for their favourite food, Meow Mix.

3. Nike

“There is no finish line”

I know, not the one you were thinking about, but Nike is most known for their tagline and not their slogan. The company has used this thoughtful line to represent several individual campaigns that position Nike as the athlete’s partner in the ongoing process of getting better at their sport.
It’s a unique message that reminds you to keep going.

Tagline examples

1. Apple

“Think different”

This tagline was first released in the Apple commercial called “Here’s to the Crazy Ones, Think Different” Soon after, the tagline accompanied Apple advertisements all over the place.
People began to understand that Apple was not just any old computer. Is made the average computer user feel innovative and tech-savvy.

2. L’Oréal

“Because you’re worth it”

The tagline is not about the product, but about the image, the product can get you: You will feel beautiful, desirable, wanted and most of all, worth it.

3. McDonald’s

“I’m loving it”

This campaign tagline was launched way back in 2003 and still stands strong to this day. McDonald’s food might not be your healthiest choice, but being healthy isn’t the benefit McDonald’s is promising — it’s that you’ll love the taste and the convenience.

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