A brand slogan is only a few words, typically a phrase or a short sentence. It may look easy to write a brand slogan but it is more challenging than you think. Essentially, the brand slogan must encapsulate a key brand benefit or major marketing message in a statement that really grabs the target audience.
Some brand slogans last for a long time (an ideal scenario), and others last only as long as a single advertising campaign (not always the smartest marketing strategy). There have been some remarkably long-lasting and well-known slogans over the years. If you want to see some of these classics, check out the “Advertising Slogan Hall of Fame,” where you’ll find many famous slogans listed along with the advertiser, product, ad agency, and year of creation.
A brand slogan should be, just like a brand name and brand logo, memorable, meaningful, and unique. The slogan should be derived from your brand positioning statement.
Look at a slogan as one essential component in a much bigger picture, which includes:
- your brand name
- your brand logo
- your brand slogan
- your brand packaging
- your brand identity materials and
- your brand marketing.
All of these things should be combined in a cohesive, coordinated manner. The slogan becomes one very important item to help make those things work well together.