Creating effective slogans

Slogans are a key aspect of how a brand communicates with the world around it. Slogans can be a powerful tool for communicating what your brand is all about and has to offer. Brand names by nature cannot say much about your products and services, slogans allow a sort of bridging of this customer-brand gap. In this blog we will provide some tips and areas to focus on to create an effective slogan.

There are many well-known benefits for using slogans, such as enhancing a brand’s image, brand positioning and brand perceptions. A slogan can help your customers recognise and recall your brand over competitors’ offerings. ‘For a hard earned thirst’, ‘from where you’d rather be’, ‘just do it’ and ‘the ultimate driving machine’, I’m sure you know the brands attached to these slogans. These are good examples of effective slogans, communicating their brands purpose and tone.

Look to the future.

Good brand strategy is not only about knowing your current position, but also looking to where you are going. Avoid using slogans with a narrow scope and don’t allow for future growth and expansion. For example Pedigree’s ‘We’re for dogs’ slogan, enables them to be much more than just a dog food manufacturer, communicating a holistic approach to dog welfare.


Slogans are a tool for positioning your business, so it should be very clear and single minded in what it offers with no room for miss interpretation. Highlight your brand’s main features and benefits in a simple and clear manner, and make sure the reader can understand what you are trying to say.

Link to Brand.

The most common problem with slogans is that customers cannot correctly recall them to the correct business. You need to make sure that when someone sees your slogan it evokes your brand name and not your competitors. To counter this problem, your slogan should be implemented consistently across all materials that your business produces. Another way to boost correct recall is to place your brand name within the slogan, this is particularly beneficial for brands with small budgets and limited exposure.


Don’t keep changing your slogan, have one slogan per brand and use it consistently and repeatedly. Repetition makes slogans more memorable and generates higher recall rates.

Use Jingles.

Have you ever wondered why small businesses often utilise jingles in their advertising, but not larger brands? Studies have shown that jingles can provide a valuable boost to brand awareness particularity for businesses who don’t have the budget to command a constant presence in the market like the larger brands such as Nike or McDonalds.


Slogans are possibly one of the only form of communication that the can break the keep it simple rule. Research has shown that some complexity requires more brain processing power leading to greater recall. A good example of this is the ‘What to bring when you’re told not to bring a thing’, Cadbury Favourites slogan.

In summary a slogan can help in shaping your brand’s image and positioning, playing a role in differentiating from competitors. Slogans need to create a reaction; a smile or a thought is desirable but should not come at the expense of communicating to your customer the purpose of your brand. The most effective slogans will emphasise the brand’s points of difference in a meaningful way. Developing and implementing a slogan consistently should positively impact your customers’ brand knowledge and, in turn boost brand value.