How to Write Consumer-Resonating Slogans for a Company

By Indeed Editorial Team

Published June 17, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A crucial element of a brand's marketing identity is its slogan, a brief collection of words or phrases that represent its core values and qualities. An effective slogan inspires consumers and communicates what makes that company unique. Understanding the elements of effective slogans and how to create them is key to developing one which resonates with your target demographic. In this article, we define what slogans for a company are, explain their purpose, and provide helpful steps for creating company slogans.

What is a company slogan?

A slogan, which marketers also refer to as signatures, endlines, or straplines, are words or phrases which brands use to represent a company's personality, core values, or the essential qualities of their products or services. Slogans usually follow the brand name in marketing materials or advertisements. In some cases, brands may even incorporate their slogans into their logos. The more visible a brand makes its slogan, the more familiar the public and their target demographics can become with it and become inspired to become consumers.

Slogans combine description and persuasion to intrigue and attract consumers. While the focus of slogans is to describe what a brand offers to consumers, there are several approaches they can take to communicate their message. The various types of slogan are:

  • Consumer specific: This approach focuses on which type of consumer uses their product.

  • Use-case specific: This approach Instructs consumers on how to use the product.

  • Category specific: This approach describes their brand as the best available.

  • Product specific: This approach tells consumers what type of product the brand sells.

Related: Overview of Unbranding (Definition, Benefits, and Examples)

The purpose of slogans for a company

The purpose of slogans for a company is to create impactful messaging toward prospective consumers and retain existing ones through memorable rhetoric. Effective slogan use allows consumers to associate the slogan with the brand and its products or services. This way, consumers recall the messaging incorporated into the slogan when they require those products or services. Slogans which highlight the product's benefits are often highly effective for interesting new consumers seeking those qualities. The ability to elicit strong emotional reactions also helps slogans to achieve greater impact on consumers and be more memorable. Other purposes slogans serve include:

  • Increasing demand: A strong slogan can elicit desire in consumers and create demand for its products or services in the marketplace. They do this by conveying the benefits that a product can provide to consumers.

  • Increasing brand recognition: A memorable slogan can make a brand more recognizable and help consumers identify the brand among its competition. By giving consumers another memorable point of recognition, a brand can better define its identity and communicate this to its target demographics.

  • Getting noticed: Slogans which disrupt the marketplace or offer unique or interesting messaging make a brand more likely to get noticed over its competition. When a slogan aligns with a brand's identity and attracts consumer attention, this can benefit the brand's commercial presence.

  • Connecting with consumers: A brand with a strong slogan can better communicate its values and qualities to consumers through clear and meaningful messaging. These usually address the consumers' needs or desires and connect them with the prospect of a solution.

Related: What Does a Campaign Manager Do? (With Responsibilities)

Slogans vs. taglines

Slogans and taglines are often interchangeable terms, yet they serve essentially different purposes. Taglines may relate more to particular products, whereas slogans communicate the qualities of the brand as a whole. A Slogan is also more common for serving an advertising purpose, but taglines commonly help to convey the brand's image for public relations. Taglines may be campaign-specific, unlike slogans which usually apply to the overall brand identity. For example, an appliance brand may use a slogan for the brand's generic advertising, but use a separate tagline to advertise a new product.

Another difference is their length, as slogans are typically a few words longer than taglines. Taglines may be seven words or fewer, while slogans may be as long as nine or ten words. This is often to help include more information about the brand's mission or identity. Slogans also differ from taglines in that they're often an early branding decision which companies make, but taglines are usually decision marketers make later.

Related: What Are Banner Ads? (With Definition and Importance)

How to create a company slogan

Here are some practical steps you can take to create your own effective company slogan:

1. Be consistent

When developing a slogan, it's vital that it's consistent with the rest of the brand's identity and messaging. Consider the qualities that the brand's logo, marketing, ads, and messaging to ensure that the slogan aligns with all aspects which are visible to new and existing consumers. Consistent branding means increased brand recognition in the marketplace. You may find it helpful to write a list of all the fundamental qualities which the brand conveys and reference these throughout the process of slogan development.

2. Emphasize what makes the company unique

Another beneficial function of a slogan is to convey what makes the brand or its products or services unique. Consider the most important qualities of the brand and write down what makes it different to its competitors. Including the most distinguishing qualities of the company's commercial offering makes the slogan a highly effective marketing tool. For instance, if your brand is the only hospitality consumeables supplier that offers same-day shipping, referencing speed and convenience in your slogan can be effective promotion of the brand.

Related: A Guide to Marketing as a Career

3. Ensure your slogan is timeless

It's essential that your slogan can remain relevant to the brand or its offering for a long time. Ensuring that your slogan is timeless and won't become irrelevant or untrue in the future is crucial for its continued effectiveness. You may also avoid insinuating that the brand is the only one to do something, as this can change. Similarly, it's best not to mention particular and time-relevant technology, as this can cause a slogan to become outdated quickly when the market changes. To do this, review all of your draft slogan ideas and remove any which may become outdated.

4. Keep your target audience in mind

Next, it's essential to keep your target demographic in mind when developing your slogan. Consider the wording, tone, and content of your slogans and think about whether your target demographics may resonate with these qualities. It can be helpful to consider the age, location, interests, and socio-economic status of your demographics when reviewing your slogan options. Similarly, considering the personal motivations your consumers have can also help you develop slogans which best resonate with them.

Related: 10 Marketing Certifications to Help Advance Your Career

5. Seek feedback and input

The value of a slogan is only as high as consumers' response to it. Market testing is a valuable process which allows brands to seek feedback on a range of slogans to determine which ones resonate with specific demographics the best. You can conduct this research with the help of third-party consumer testing facilitators, or conduct simple testing yourself through online surveys.

If you conduct your own testing, ensure that you collect information about the demographics in which the participants belong. This is important because the most crucial opinions for the marketing department to understand are those of the brand's most lucrative consumers. For instance, if you're a tech company with a core demographic of users between the ages of 18 and 35, then the feedback from participants in that age bracket is the most useful to you.

Examples of company slogans

Here are some helpful examples of slogans for a variety of companies:

  • A mattress company: You get some rest, we do the rest.

  • A book store: Never stop reading, there are always more words.

  • A butcher: Choose the cut above.

  • An electricity provider: We use our neurons to move electrons.

  • A utility clothing brand: The durability to get the job done.

  • A florist: The brightest in bloom.

  • A car dealership: We've got the cars you need at the price you want.

  • A wine store: The world's best wines in town.

  • An orthodontist: Fixing your smile without breaking the bank.

  • A health food brand: Eat well, feel great, every day.

Explore more articles