What's the secret behind a slogan like "Just Do It" or "I'm Lovin' It" that has been sticking in our minds for decades? A strong brand slogan isn't just a catchy phrase; it helps people recognize the brand, stay loyal, and feel connected.
Studies show that 60% of consumers remember a brand better when paired with a strong slogan, while brands using memorable slogans experience up to 30% higher ad engagement rates.
Timeless slogans like Mastercard's "There are some things money can't buy. For everything else, there's Mastercard" have converted industries and reshaped consumer behavior. That's why we have sorted out top 20 brand slogan examples with their benefits, qualities, and guides to create a successful one.
Branding slogans are short, memorable phrases that represent a brand's identity and values. They help connect businesses with their audience by creating a lasting impression.
A strong slogan communicates the brand's purpose and makes it easy to recognize. It sets the brand apart from competitors and reinforces customer loyalty. Effective slogans, like Nike's "Just Do It," inspire trust and help businesses grow in competitive markets.
Brand slogans come in different styles, each serving a unique purpose. These types help businesses convey their identity and connect with their audience effectively.
Action words are used to inspire or motivate in imperative slogans. Inspiring consumers to do something or feel empowered is their goal. For example, Coca-Cola's "Open Happiness" campaign encourages consumers to link the soft drink with positive emotions. These slogans convey lots of energy and a feeling of urgency.
Descriptive slogans explain what a brand does or stands for. Customers can quickly grasp the brand's mission thanks to its clarity and simplicity. Like, Walmart’s “Save Money. Live Better.” tells customers about its focus on affordability and improving lives.
Using superlative slogans helps promote a brand as the top choice in its field. Superlative slogans focus on being the top choice for customers. "When it Absolutely, Positively Has to Be There Overnight" draws attention to FedEx's dependability and excellent service. People have more faith in these slogans.
Ads with emotionally charged or thought-provoking slogans aim to get people to feel something. It often astonishes or captivates buyers on a more profound level. Take Patagonia's "Don't Buy This Jacket" campaign as an example; it encourages people to think about responsible consumerism and sustainability. People feel deeply connected to these slogans.
Specific slogans highlight a product's unique features or benefits. They emphasize what sets the brand apart. For example, Dyson’s “Engineered to Last” slogan emphasizes its products' durability and innovation. These slogans appeal to customers looking for particular qualities.
Slogans are potent tools that represent a brand's identity, values, and promise to its customers. Here are 20 of the best brand slogans, their histories, and their impacts on their respective brands.
Nike's "Just Do It" slogan was introduced in 1988. It was inspired by the last words of death row inmate Gary Gilmore, who said, "Let's do it." Dan Wieden of the advertising agency Wieden+Kennedy adapted this phrase to create the now-iconic slogan. The campaign aimed to inspire everyone to take action. It encouraged people to pursue their goals, no matter the obstacles. This inclusive message broadened Nike's appeal beyond athletes to the general public.
The impact was substantial. Between 1988 and 1998, Nike's share of the North American athletic shoe market increased from 18% to 43%, and worldwide sales grew from $877 million to $9.2 billion.
The "Just Do It" campaign played a significant role in this growth by resonating with a wide audience. The slogan's simplicity and motivational tone have made it one of history's most memorable and effective advertising.
McDonald's "I'm Lovin' It" campaign left an undeniable mark on the brand's identity. Appealing to younger audiences with its catchy jingle and relatable message revitalized customer loyalty and brought fresh energy to the company's global image.
The unifying slogan became instantly recognizable. It also created a connection that transcended cultural boundaries. Launched in 2003 by the agency Heye & Partner, the campaign showcased a collaboration with Justin Timberlake, whose jingle became a cultural phenomenon. It was a turning point for McDonald's and helped its stock recover and grow significantly in the following years.
In 1974, Burger King introduced the "Have It Your Way" slogan, emphasizing customer choice and personalization. This approach let customers customize their orders. It made Burger King stand out from competitors like McDonald's, which had fixed menus.
The campaign featured a memorable jingle: "Hold the pickles, hold the lettuce; special orders don't upset us. All we ask is that you let us serve it your way..."
The campaign's success helped Burger King expand its market share during the 1970s and 1980s It also strengthened its position as a major player in the fast-food sector.
This focus on customization resonated with consumers, positioning Burger King as a brand that prioritized individual preferences. The slogan became synonymous with the company's identity that contributed to its growth and differentiated the fast-food industry.
Apple's "Think Different" campaign, launched in 1997, was pivotal in the company's history. At the time, Apple struggled with declining sales and a diminished brand image. The campaign, developed by TBWA\Chiat\Day, featured iconic figures such as Albert Einstein, Mahatma Gandhi, and Martin Luther King Jr., celebrating those who "see things differently." This approach aimed to reestablish Apple's identity as a haven for innovators and creative thinkers.
The campaign contributed to Apple's turnaround. After its launch, Apple's stock price increased, and the company returned to profitability. The "Think Different" slogan became synonymous with Apple's resurgence, reinforcing its commitment to challenging the status quo and fostering innovation.
BMW's slogan, "The Ultimate Driving Machine," was created in the 1970s by Ammirati & Puris to spotlight the brand's focus on exceptional performance and engineering. It helped set BMW apart by appealing to drivers who value precision and quality.
The slogan struck a chord with car enthusiasts, solidifying BMW's image as a premium choice for driving enjoyment. Its introduction marked a turning point, driving U.S. sales from roughly 13,000 annually in 1974 to over 90,000 a decade later, a testament to its impact.
L'Oréal's iconic slogan, "Because You're Worth It," debuted in 1971, created by Ilon Specht of McCann Erickson. It was among the first taglines to focus on women's self-worth, delivering a powerful message of empowerment. Over the years, it became "Because We're Worth It," aligning with a more inclusive and universal tone.
This message helped L'Oréal strengthen its position as a leader in the beauty industry. The slogan resonated with customers worldwide, fostering loyalty and trust. Its influence contributed to L'Oréal's steady growth and dominance, making it one of the most recognized beauty brands globally.
Disneyland's slogan, "The Happiest Place on Earth," was introduced in 1955 when the park opened in Anaheim, California. Walt Disney conceived the phrase to encapsulate the joy and wonder the park intended to offer its visitors.
This slogan has become synonymous with Disneyland, which reinforces its identity as a premier family destination. It evokes joy and nostalgia, and fosters a deep emotional connection with guests. This emotional resonance has maintained Disneyland's popularity over the decades.
Its impact extends beyond branding; it has attracted millions of visitors annually. Disneyland welcomed approximately 16.8 million guests and ranked among the world's most visited theme parks in 2022.
In 1954, M&M's introduced the slogan "Melts in Your Mouth, Not in Your Hands" to understand the candy's hard shell that prevents melting upon handling. This feature made M&M's a practical choice for soldiers during World War II, as the candies could withstand various climates without melting.
The slogan became a cornerstone of M&M's marketing and highlighted the product's quality and convenience. Its catchy and memorable nature has contributed to the brand's enduring popularity. It also made it a recognizable and trusted name in the confectionery industry. Over the years the slogan stayed relevant and showed M&M's focus on giving a great customer experience.
Verizon launched the "Can You Hear Me Now?" campaign in 2002, featuring actor Paul Marcarelli as the "Test Man." The ads showed him testing call quality in different places to highlight Verizon's focus on network reliability.
This campaign showed Verizon's wide coverage and made it stand out in the market. Also, the catchy phrase became popular and boosted brand trust.
The campaign's success contributed to significant subscriber growth. In the early years, the number of net customers increased by 10% to 32.5 million in 2002 and by 15% to 37.5 million in 2003. Additionally, customer turnover dropped to 1.8% in 2001, down from 2.5% in 2000.
Bounty's slogan, "The Quicker Picker Upper," debuted in 1970 and has since become a cornerstone of its brand image. The tagline highlights the product's quick spill absorption and appeals to consumers who value convenience in cleaning.
This clear messaging helped Bounty distinguish itself in the competitive paper towel market. It has built lasting trust with customers by consistently delivering on its promise of absorbency and efficiency.
The slogan reflects Bounty's innovation in developing thicker, more absorbent towels, supporting its position as a market leader. Its catchy and memorable nature has made it an enduring piece of advertising history.
In 2000, Subway introduced the "Eat Fresh" slogan to emphasize its commitment to fresh ingredients and healthier menu options. This tagline distinguished Subway from traditional fast-food chains by promoting its sandwiches as a nutritious alternative. The slogan became part of the brand and attracted health-conscious customers which helped Subway grow quickly during that time.
However, in 2018, Subway replaced "Eat Fresh" with "Make It What You Want" to highlight customization. This shift focused on the brand's unique selling point of personalized sandwiches.
Despite the change "Eat Fresh" still represents Subway and its efforts to offer fresh and healthy food.
KFC's slogan, "Finger-Lickin' Good," originated in the 1950s. During a TV commercial, a restaurant manager, Ken Harbough, spontaneously coined it. The phrase quickly became synonymous with KFC's flavorful fried chicken. This catchy slogan highlighted their tasty food and encouraged customers to enjoy every bite.
It was important for KFC's branding and helped the company grow worldwide. The slogan was so effective it became a cultural phrase that boosted customer loyalty and improved KFC's image globally. In 2020, KFC temporarily paused the use of the slogan due to hygiene concerns during the COVID-19 pandemic. However, its legacy continues to be a testament to successful marketing.
"The King of Beers" was Budweiser's first slogan in 1956. At first, it was proclaimed "King of Bottled Beer," a title that emphasized its supremacy in the bottled beer market. The change to "The King of Beers" reflected Budweiser's broader market leadership.
This slogan strengthened Budweiser's image as a premium beer and appealed to consumers seeking quality and tradition. It became a key part of Budweiser's identity and helped make it one of America's top-selling beers. The slogan's longevity underscores its effectiveness in brand positioning.
In 1989, Energizer introduced the slogan "It Keeps Going, and Going, and Going." The slogan featured the Energizer Bunny- a pink, drum-playing rabbit that humorously interrupted other commercials to showcase the battery's superior longevity.
This campaign, developed by DDB Needham, quickly became a cultural phenomenon. The Energizer Bunny symbolizes durability and resilience. The memorable slogan and mascot significantly boosted Energizer's brand recognition and established it as the battery market leader. The campaign's success led to increased sales and enduring popularity, with the Energizer Bunny becoming an iconic figure in advertising history.
"Have a Break, Have a Kit Kat" was the tagline established for Rowntree's Kit Kat bar in 1957 by Donald Gilles of the J. Walter Thompson advertising agency. This tagline urged people to pause their busy lives and enjoy a Kit Kat. It linked the product to relaxation and personal time.
The slogan became a central element of Kit Kat's marketing strategy. It also increased the brand's identity and fostered strong consumer loyalty. Its simplicity and relatability have contributed to Kit Kat's enduring popularity and made it globally recognized and beloved.
GE introduced the slogan "We Bring Good Things to Life" in 1979. It showcased the company's wide range of products and services. The campaign focused on innovation and improving everyday life.
Created by BBDO, the slogan helped rebrand GE as a leader beyond appliances. It ran successfully for over 25 years and built strong brand recognition and customer trust. The slogan became a key part of GE's identity, highlighting its role in the technology, energy, and healthcare industries.
In 1989, Gillette launched the slogan "The Best a Man Can Get" during Super Bowl XXIII. The campaign highlighted Gillette's dedication to quality and performance in men's grooming products. The slogan quickly became synonymous with excellence and reinforced Gillette's position as a leader in the shaving industry.
It connects with consumers and emphasizes the precision and reliability. This alignment with consumer desires contributed to increased brand loyalty and market share. The campaign's success solidified Gillette's reputation for delivering top-tier grooming solutions. Over time, "The Best a Man Can Get" became a defining element of Gillette's brand identity.
Coca-Cola's slogan, "Enjoy Coca-Cola," was introduced in 1982. This slogan aimed to rebuild the brand's identity as a refreshing and enjoyable beverage. It encouraged consumers to associate Coca-Cola with moments of pleasure and relaxation.
The campaign was a strategic move to bolster brand reliability and drive sales, especially when competitors like PepsiCo were gaining market share. The "Enjoy Coca-Cola" campaign had a big impact on sales. It made Coca-Cola a leading brand worldwide in the beverage industry.
Volkswagen launched the "Think Small" campaign in 1959. It promoted the Beetle as a practical and efficient car. At the time, most Americans preferred big, flashy cars. The campaign's minimalist design stood out, showing the Beetle's simplicity and value. It used a small car image with clear, honest messaging.
This approach connected with the consumers and boosted sales. It also changed how cars were marketed and showed that simple and truthful advertising works. "Think Small" remains one of the most successful and influential campaigns in advertising history.
Taco Bell introduced the slogan "Live Mas" in 2012. It encourages customers to enjoy life to the fullest while choosing their favorite fast food. The slogan reflects Taco Bell's fun and bold identity, attracting younger audiences.
It replaced the previous tagline, "Think Outside the Bun," to focus on experiences rather than just food. "Live Mas" helped Taco Bell stand out as an adventurous and modern fast-food choice. The campaign strengthened the brand's connection with millennials and boosted customer trustworthiness.
Slogans and taglines are similar but different. Both use short, powerful statements to convey a message and build a brand’s reputation. A slogan is often tied to a specific advertising campaign. It changes over time to match marketing goals. In contrast, a tagline becomes a permanent part of the brand identity.
It represents the company’s core values and vision. However, a great slogan doesn’t need to be replaced if it’s still effective. Many companies have been using the same slogan for years, and they keep it relevant and impactful. Both slogans and taglines play a key role in branding success.
An effective brand slogan brings real value to your business. A slogan sums up what you do and why you matter. Below are five key benefits of having a strong, effective brand slogan.
A powerful brand slogan makes it easy for customers to recognize your company. It becomes a memorable phrase that gets stuck in their minds. When they see your product, they recall your slogan. This reminder helps customers connect your company with your products or services. Over time, this simple phrase supports brand recognition. Consumers begin to trust and respect your brand because they know what it stands for.
An effective slogan also boosts brand awareness. When people read or hear it, they learn more about what sets you apart. As more people see your slogan, your brand’s presence also grows. Your slogan can reach a wide audience through ads, social media posts, or product packaging. More awareness means more potential customers. A well-crafted slogan turns a first impression into a lasting memory.
Your brand identity rests on what makes you unique. A slogan is a key element of that identity. It frames how you want people to see your business. Whatever it is, a short, crisp slogan conveys it at once. Customers feel they understand you from the start. They know your story in only a few words. This sense of identity supports all your marketing efforts.
When you offer a slogan that grabs attention, people interact with your brand more often. A catchy, meaningful slogan makes them curious. They want to learn more about what you sell and why it matters. This leads to higher engagement on social media, in stores, and online. Customers start conversations about your brand and share your slogan with friends and family.
Many brands fight for the same customers. A well-made slogan helps you stand out. It tells buyers why they should choose you over others. It also highlights the unique benefits your brand provides. With clear, simple language. Lastly, it sets you apart and helps customers pick you when choosing, reduces confusion and keeps you at the top of their minds.
Great slogans help brands thrive in competitive markets. They deliver a clear message and speak directly to the target audience. Below are some key qualities that define a good brand slogan:
Short, simple words form a powerful message. Clear language assures consumers understand the core promise at a glance. By avoiding industry jargon and unnecessary complexity, the slogan becomes more accessible. Audiences connect more efficiently, which supports brand awareness and sets the stage for positive impressions.
Clever wording helps stick in people’s minds. A memorable slogan combines a pleasant rhythm, a unique phrase, or a subtle twist that delights listeners. It encourages word-of-mouth marketing as consumers repeat it to others.
Words that show why the brand is different help it stand out. The best slogans focus on the brand’s unique selling proposition or distinctive benefits. By underlining the product’s key attributes, the slogan positions the brand more clearly in the market. Consumers appreciate knowing exactly why they should choose this option over others.
Emotional resonance encourages stronger consumer connections. A good slogan may spark feelings of trust, excitement, comfort, or hope. Positive emotions inspire loyalty and repeat purchases. People link these good feelings with the brand, reinforce long-term brand equity, and cultivate a deeper bond.
Authenticity comes from matching the slogan’s tone with the brand’s character. The words must reflect the underlying essence, whether upbeat, professional, innovative, or caring. Consistency across all channels ensures the slogan becomes a natural extension of the brand’s voice.
Market conditions and consumer preferences shift over time. The right slogan remains relevant despite these changes. Durable messaging endures, allowing the brand to evolve without losing its identity. Consumers appreciate stability and recognize the brand’s ability to stay true to itself.
A strong slogan leaves a lasting impression and helps people remember your brand when they see it again. Here are the steps for making an impactful slogan:
Start by thinking about what your brand stands for and hopes to achieve. Focus on the values that guide your decisions and define your mission. When you have a clear sense of these core values, you will find it easier to create a slogan representing them. Your slogan should always reflect the heart of your brand identity.
A memorable slogan must be easy to understand and easy to repeat. Avoid complex phrases or confusing words. Aim for a simple sentence that feels natural when spoken aloud. Simple words make it easier for people to remember what you say. When your slogan is clear and direct, it remains in the audience's mind for a long time. Simplicity brings power and helps create a lasting connection.
Your slogan should communicate the value your customers gain from choosing your brand. Think about what makes your offering helpful or unique. It may save time or improve daily life. It may provide comfort or excitement. Whatever the benefit, present it in a way that feels meaningful to the people you serve. Customers who see how your brand can improve their lives feel more motivated to engage with you and share your message.
Your slogan should feel like it belongs to your brand voice. If your brand is friendly and casual, let that tone shine through. If your brand is serious and professional, choose words that match that personality. A slogan that fits your brand personality builds trust and helps people recognize you in a crowded market. Keep it consistent with your brand's images and messages across all platforms.
Before you settle on a slogan:
Testing your slogan ensures that it resonates with real people and not only in your imagination.
Once you have a slogan that represents your brand and appeals to customers, use it everywhere. Place it on your website, product packaging, social media posts, and advertisements. Consistent use across multiple channels strengthens brand identity and improves recognition. Over time, people will associate that slogan with your brand and trust its promise.
Brand slogans are important in shaping a brand's identity and connecting with its audience. The examples show how a strong slogan can boost brand recognition, build loyalty, and drive success. Effective slogans prove that simple, impactful messages can leave enduring impressions.
Creating a memorable slogan requires clarity, creativity, and an understanding of your audience. A well-written slogan helps you stand out in a congested market. Use these examples as inspiration to create a slogan that defines your brand and leaves a mark.
An Experience Design Agency focusing on building functional, simple, human-centered digital products for future.
