Most companies think a slogan is a cute tagline. But if it’s just cute, it’s useless. A great slogan isn’t about sounding clever—it’s about connecting. It grabs you by the shirt, looks you in the eye, and says, “This is what we’re all about.”
What’s the problem?
99% of slogans sound like they were created in a boardroom by a team that spent way too much time debating synonyms. You know the ones:
- “Innovating for the Future”
- “The Best Service Around”
- “We Care About Quality”
They’re forgettable. And in a world that’s shouting for your attention, you can’t afford to be forgettable.
The Power of a Great Slogan
Let’s look at slogans that stick:
- “Just Do It” – Nike
- “Think Different” – Apple
- “Because You’re Worth It” – L’Oréal
These aren’t just catchy phrases. They’re emotional triggers. Nike doesn’t sell shoes—it sells motivation. Apple doesn’t sell computers—it sells rebellion. L’Oréal doesn’t sell beauty products—it sells self-esteem.
These slogans get you. They speak directly to your fears, desires, and aspirations.
How to Craft a Slogan that Actually Works
So, you want a slogan that slaps? One that makes people feel something? Here’s how to get there:
1. Know Your Audience: Speak to Them Like You Get Them
Before you even think about the words, ask yourself: Who are you talking to?
Your audience isn’t just numbers on a spreadsheet. They’re real people with dreams, fears, and desires. You need to get inside their heads. What keeps them up at night? What gets them out of bed in the morning? If you know that, you know how to talk to them.
Here’s a hack: Picture one person who represents your ideal customer. Give them a name, think about their daily routine, what they care about. Then ask yourself, What would grab their attention in five seconds or less?
You’re not writing for everyone. You’re writing for someone.
Example:
Nike’s “Just Do It” works because it taps into everyone who’s ever struggled to get off the couch and go for a run. It’s not about sneakers. It’s about that universal feeling of resistance. They know their audience that well.
2. Be Clear, Not Clever: Your Slogan Isn’t a Riddle
A clever slogan might get you a pat on the back, but a clear one wins the customer.
Look, you’re not writing poetry. You’re not trying to impress a college professor. You’ve got about 3 seconds to make someone understand exactly what you’re about. Use them wisely.
Test your slogan: If someone can’t get it in one glance, throw it out. Try again.
Clear beats clever every time.
Example:
Imagine if FedEx’s slogan was something like, “We’re Swift and Precise in Logistics”… Boring, right?
But their actual slogan?
“The World on Time.”
Boom. You get it in a heartbeat.
3. Make It a Battle Cry: Turn Your Customers into Believers
Your slogan isn’t just a phrase—it’s a rallying cry. It’s the flag your customers wave. It’s the thing they shout in their heads when they use your product.
Don’t just describe what you do. Inspire action. Give people something they can believe in. Your slogan should feel like a mission statement they can get behind, like it’s calling them to be part of something bigger.
Ask yourself: What action do I want them to take? What emotion do I want to ignite?
Example:
Apple didn’t say, “We Make Great Computers.” That’s boring. Instead, they said, “Think Different.” It’s not just about tech. It’s about rebellion, individuality, and challenging the status quo.
4. Own Your Space: Claim What Only You Can Say
Here’s the truth: your slogan shouldn’t be something anyone else can say. If it sounds like it could be slapped on any other brand, you’re doing it wrong.
You need to find the one thing that makes your business unlike anyone else. What’s your unique angle? What’s your edge? Your slogan needs to reflect that. This isn’t about playing it safe. It’s about owning your space and being bold.
Ask yourself: What do we do better than anyone else? What makes us different?
Example:
Dollar Shave Club could’ve gone with something like, “Affordable Razors Delivered”. But instead, they went with, “Shave Time. Shave Money.” It’s playful, edgy, and no one else can own that space like they do.
5. Keep It Short and Punchy: Less Is Always More
In a world of endless scrolls and 8-second attention spans, brevity is your best friend. Your slogan should be short enough to stick but punchy enough to leave a mark.
Think of your slogan as a verbal knockout. Every word has to earn its place. If it doesn’t punch, it’s fluff. Get rid of it.
Here’s the trick: Write your slogan. Now cut it in half. Then cut it in half again. What’s left is probably close to perfect.
Example:
L’Oréal could’ve said something like, “Our Products Make You Look Beautiful Because You Deserve It.”
But what did they go with?
“Because You’re Worth It.”
Four words. Maximum impact.
Bonus Tip: Test It Out in the Wild
Here’s what separates a great slogan from a dud: Real-world testing. Run it by your audience. Ask them, What does this make you feel? Does it resonate? Does it inspire? If you get blank stares, go back to the drawing board.
A slogan is a living, breathing thing. It needs to connect with people. If it doesn’t, it’s just noise.
What Ogilvy Said About Slogans (and Why You Should Listen)
David Ogilvy didn’t mess around when it came to slogans. He wasn’t interested in cute or clever. He wanted impact. His whole philosophy was simple: a slogan should sell. It’s not about winning awards. It’s about moving products.
Ogilvy once said,
“It pays to cultivate the habit of writing what I call ‘sizzle’ copy. Which emphasizes the consumer benefit, promises her a specific benefit, and makes it impossible for her to ignore you.”
Translation? A slogan needs to grab attention and shout what’s in it for the customer. If your slogan doesn’t do that, it’s just noise. No one cares how catchy it sounds if it’s not telling them why they need what you’re offering.
Here’s the deal: most brands make the mistake of writing slogans that sound nice but don’t actually say anything. They try to be clever, but it’s like whispering in a hurricane—no one hears you. Ogilvy believed the complete opposite. He was obsessed with one thing: sell the benefit. Your slogan isn’t about you. It’s about what the customer gets. If your slogan doesn’t answer, “What’s in it for me?” right away, you’ve already lost.
Take Schweppes, for example. Ogilvy didn’t just say, “It’s a great drink.” No, he gave us: “Schweppervescence lasts the whole drink.” He sold us on the experience. It wasn’t just about a fizzy soda—it was about the feeling of refreshment that sticks with you. You’re not just sipping a drink; you’re savoring the fizz, all the way through. That’s how you sell a benefit.
Another thing Ogilvy couldn’t stand? Vague slogans. You know the type: “Quality You Can Trust” or “Innovating for Tomorrow.” What does that even mean? It says nothing, and more importantly, it sells nothing.
Ogilvy loved being specific. The more specific you were, the more believable you became. He nailed this with Dove. Instead of saying, “Dove is great for your skin,” he went with “Only Dove is one-quarter moisturizing cream.” Boom. That’s not just a slogan—it’s a fact. And facts stick. Your brain registers it as real, as different. Suddenly, Dove isn’t just soap—it’s better soap, and you know why.
And let’s be real, if your slogan isn’t memorable, it’s worthless. You could have the best product in the world, but if no one remembers what you stand for, what’s the point? Ogilvy was a master at making slogans that stayed with you. Like his line for Rolls-Royce: “At 60 miles an hour, the loudest noise in this Rolls-Royce comes from the electric clock.”
Think about that for a second. He’s not selling you a car. He’s selling you a feeling. You can see the car, you can almost hear that silence. You don’t forget that. It’s storytelling in one sentence. That’s the magic.
But here’s the kicker: Ogilvy knew slogans weren’t just about logic—they were about emotion. Logic makes people think, but emotion? Emotion makes people buy. He understood that the best slogans tap into how people feel, not just what they think. He once said, “The best ads come from personal experiences. When you talk to consumers in a way that connects emotionally, you get loyalty.”
Think about it—Ogilvy’s slogans didn’t just sell products. They sold feelings. He knew that if you could make someone feel something, you’d have them hooked for life. His campaigns were built on that.
At the end of the day, Ogilvy’s view on slogans was simple: If it doesn’t sell, it doesn’t matter. Forget trying to be clever. Focus on being real. Focus on what the customer actually wants, and make sure every word is doing the work of selling it.
As Ogilvy himself said, “If it doesn’t sell, it isn’t creative.”
Final Thoughts
A great slogan doesn’t just summarize what you do—it tells your story in a heartbeat. It’s simple, it’s clear, and it makes people feel like they belong.
So, the next time you sit down to write one, forget about trying to be clever. Focus on being real. Focus on making a connection.
