How To Create A Slogan For Your Business (Detailed Guide)


Hey there, fellow entrepreneurs and business enthusiasts! Ever wonder what makes a slogan stick in your mind? Think about it—when you hear “Just Do It,” you instantly think of Nike, right? That’s the magic of a great slogan. It’s not just a catchy phrase; it’s a powerful tool that encapsulates your brand’s essence and connects with your audience on an emotional level.

In this article, we’re diving into the world of slogan creation. We’ll explore how some of the biggest brands nailed their slogans and how you can create one that resonates with your audience and stands the test of time. Ready to craft a memorable slogan for your business? Let’s get started!

What is a slogan?

A slogan is a short, memorable phrase or sentence that captures the essence of a brand, product, service, political campaign, or even a personal message. It’s designed to be catchy, easy to remember, and leave a lasting impression. 

The Power of a Great Slogan: Key Statistics and Facts

Understanding the impact of a well-crafted slogan can help you appreciate its importance in branding. Here are some compelling statistics and facts that highlight the power of great slogans:

  1. Brand Recognition: According to a study by Nielsen, 59% of consumers prefer to buy new products from brands they are familiar with. A memorable slogan can significantly enhance brand recognition and familiarity.
  2. Consumer Recall: Research shows that consumers are more likely to remember a brand’s slogan than its logo. A study by Branding Strategy Insider found that 74% of consumers could recall a brand based on its slogan alone, compared to 66% who recognized the logo.
  3. Emotional Connection: Emotional branding is crucial, and slogans play a significant role. A study by the Harvard Business Review found that emotionally connected customers are more than twice as valuable as highly satisfied customers. A powerful slogan can evoke emotions that foster these connections.
  4. Purchase Intent: According to a survey by MarketingSherpa, 64% of consumers say they are more likely to buy a product after seeing an advertisement they find memorable. A catchy and meaningful slogan can make your ads more memorable and drive purchase intent.
  5. Brand Loyalty: Slogans contribute to brand loyalty. A report by Bain & Company revealed that increasing customer retention rates by 5% increases profits by 25% to 95%. Memorable slogans that resonate with customers can help improve retention and loyalty.
  6. Competitive Advantage: A unique and compelling slogan can differentiate your brand from competitors. According to a study by Millward Brown, brands with distinctive slogans are more likely to stand out in a crowded marketplace and achieve better brand recall.

Step-by-Step Guide To Creating a Slogan

Here’s a step-by-step guide to help you craft a compelling slogan:

1. Understand Your Brand

  • Define Your Brand Identity: You need to determine what your brand stands for which will include its mission, vision, and values.
  • Identify Unique Selling Points (USPs): Highlighting what sets your business apart from competitors is a good idea. 

2. Know Your Audience

  • Target Market: Understanding who your customers are which will include their demographics, preferences, and pain points is a fundamental part of knowing your audience.
  • Customer Feedback: You should utilize insights from customer reviews, surveys, and feedback to gain information for your slogan.

3. Brainstorm Ideas

  • Gather Keywords: List words and phrases that are related to your business, industry, and your brand personality.
  • Think Creatively: Make sure that you are using brainstorming techniques like mind mapping or free association to generate ideas.
  • Involve Your Team: You can encourage input from employees or stakeholders for important diverse perspectives.

4. Keep It Simple and Memorable

  • Short and Sweet: You should aim for a concise slogan and it can be remembered, ideally between 5-8 words.
  • Clarity: Ensure the slogan is clear and understandable without additional explanation.

5. Highlight Benefits

  • Value Proposition: Try and focus on the key benefits or solutions your business can offer to customers.
  • Emotional Appeal: Consider how your slogan can evoke positive emotions or aspirations.

6. Ensure Relevance

  • Brand Alignment: You have to make sure that the slogan aligns with your overall brand messaging and identity.
  • Consistency: It should be consistent with other marketing materials and brand communications.

7. Test Your Slogan

  • Feedback: You should share your top slogan choices with a focus group or you can use social media polls to gather opinions.
  • Check for Uniqueness: Make sure that the slogan is original and not easily confused with competitors.

8. Refine and Finalize

  • Edit: Refine the wording for maximum impact and simplicity.
  • Legal Check: You have to verify that your slogan doesn’t infringe on any trademarks and is available for use.

An example process of Creating a Slogan

  1. Brand Identity: Imagine that you own a sustainable fashion brand that focuses on eco-friendly materials and ethical production.  Through this, you can visualize your brand identity. 
  2. Target Audience: Your customers are always environmentally conscious millennials and Gen Z who value sustainability.
  3. Brainstorming: Keywords need to include “eco-friendly,” “sustainable,” “ethical,” “fashion,” “green,” “nature,” etc.
  4. Simplicity: You can aim for a brief and punchy slogan like “Fashion with a Future” or “Wear the Change.”
  5. Benefits: Make sure you highlight the positive impact of your products on the environment.
  6. Relevance: You have to ensure that it resonates with your brand’s mission and values.
  7. Testing: Make sure that your customer surveys choose between “Eco Chic” and “Fashion with a Conscience.”
  8. Refinement: Finalize the chosen slogan and verify its originality and availability.

Case Studies and Examples

1. Nike: “Just Do It”

Case Study:

  • Background: In the late 1980s, Nike was facing stiff competition from Reebok in the athletic shoe market.
  • Objective: To create a slogan that would resonate with a wide audience, motivating people of all ages and fitness levels to get active.
  • Process: Nike hired the advertising agency Wieden+Kennedy. The slogan “Just Do It” was inspired by the last words of a death row inmate but was adapted to evoke a sense of urgency and motivation.
  • Result: The slogan was launched in 1988 and became one of the most recognizable and successful slogans in advertising history. It helped Nike surpass Reebok and become the market leader in athletic wear.

2. Apple: “Think Different”

Case Study:

  • Background: In 1997, Apple was struggling financially and needed to redefine its brand identity.
  • Objective: To emphasize Apple’s innovative spirit and its contrast to competitors.
  • Process: Apple worked with the advertising agency TBWA\Chiat\Day. The slogan “Think Different” was part of a campaign that featured iconic figures like Albert Einstein and Mahatma Gandhi, reinforcing the idea that great innovation comes from those who dare to think differently.
  • Result: The “Think Different” campaign rejuvenated Apple’s brand and played a significant role in its turnaround, eventually leading to the successful launch of products like the iMac, iPod, and iPhone.

3. McDonald’s: “I’m Lovin’ It”

Case Study:

  • Background: In the early 2000s, McDonald’s needed a global marketing campaign to unify its brand message across different markets.
  • Objective: To create a catchy, positive slogan that would resonate globally and rejuvenate the brand.
  • Process: The slogan “I’m Lovin’ It” was created by the German ad agency Heye & Partner, with the campaign featuring a jingle by Justin Timberlake. The phrase aimed to evoke a sense of enjoyment and satisfaction associated with McDonald’s food.
  • Result: Launched in 2003, the slogan was a hit and remains in use today, helping to enhance McDonald’s brand recognition and appeal worldwide.

4. L’Oréal: “Because You’re Worth It”

Case Study:

  • Background: In the 1970s, the beauty industry’s advertising often focused on how products improved appearance for the sake of others, primarily men.
  • Objective: To empower women and emphasize self-worth.
  • Process: L’Oréal’s ad agency, McCann, developed the slogan “Because You’re Worth It” in 1973. This was one of the first slogans in the beauty industry to promote self-confidence and self-esteem.
  • Result: The slogan resonated deeply with consumers and has been a cornerstone of L’Oréal’s brand messaging for decades, helping to position the brand as a leader in the beauty industry.

5. MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”

Case Study:

  • Background: In the late 1990s, MasterCard wanted to differentiate itself in a competitive market and appeal emotionally to consumers.
  • Objective: To create a slogan that emphasizes the value of experiences over material possessions.
  • Process: The campaign, known as “Priceless,” was developed by McCann Erickson. The slogan highlighted that while some things in life cannot be bought, MasterCard can help facilitate memorable experiences.
  • Result: Launched in 1997, the “Priceless” campaign became iconic, significantly boosting MasterCard’s brand recognition and establishing an emotional connection with consumers.

The Characteristics Of A Good Slogan

Here are some key characteristics of a good slogan:

1. Short and Sweet:  People are most likely to remember a concise and easy-to-reiterate phrase.
2. Memorable:  A catchy rhythm, rhyme, or wordplay will make a slogan stick in people’s minds.
3. Benefit-driven:  The slogan should be able to communicate the value proposition of the brand or product.
4. Emotionally Resonant: A slogan can evoke positive emotions or an easy sense of connection with the target audience.
5. Unique and Differentiating: It should be different from the competition which of course makes a lasting impression.

Final Tips

  • Be Authentic: You should ensure that your slogan genuinely reflects your brand.
  • Avoid Clichés: You can strive for originality and avoid overused phrases.
  • Think Long-Term: You have to choose a slogan that will stand the test of time and it will remain relevant as your business evolves and grows over time.


Creating a compelling slogan is more than just stringing a few catchy words together—it’s about capturing the essence of your brand and making a lasting impression on your audience. From Nike’s motivational “Just Do It” to Apple’s innovative “Think Different,” the best slogans are those that resonate deeply, evoke emotions, and are memorable. In fact, according to a Nielsen study, 59% of consumers prefer to buy new products from brands familiar to them, highlighting the importance of a memorable slogan in building brand recognition and loyalty.

By studying these successful examples and following the strategies we’ve outlined, you’re well on your way to crafting a slogan that not only defines your brand but also inspires and engages your audience. Remember, your slogan is a powerful tool in your branding arsenal—use it wisely!

Now it’s your turn! Have you crafted a slogan for your business, or are you in the brainstorming phase? Share your slogans, ideas, or even struggles in the comments below. Let’s get a conversation started and help each other out in creating the perfect slogan. And if you found this article helpful, don’t forget to share it with your fellow entrepreneurs and business enthusiasts. Happy slogan crafting!

About the author

Afenuvon Gbenga

Meet Afenuvon Gbenga, a full-time blogger, YouTuber, ICT specialist, tech researcher, publisher, and an experienced professional in e-commerce and affiliate marketing. Are you eager to kickstart your online business, then you're in the right place. Join us at techwithgbenga.com, where you'll uncover the insider secrets to starting and scaling a successful online business from the best!

Before blogging which started as a side project in 2019, Gbenga successfully led a digital marketing team for a prominent e-commerce startup. His expertise also extends to evaluating and recommending top-notch software solutions to boost your online business.

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Afenuvon Gbenga

Meet Afenuvon Gbenga, a full-time blogger, YouTuber, ICT specialist, tech researcher, publisher, and an experienced professional in e-commerce and affiliate marketing. Are you eager to kickstart your online business, then you're in the right place. Join us at techwithgbenga.com, where you'll uncover the insider secrets to starting and scaling a successful online business from the best...

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