Slogan: what is it? + examples of strong slogans

Introduction

There are those slogans you can spout off in a flash, even though they haven't been used for years. Think Just do it from Nike. Let's make things better from Philips. And we can't make it any more fun, but we can make it easier from the Dutch Tax Administration. A good slogan is important because it gives your company personality and creates a stronger brand experience. As the examples prove: a strong slogan also ensures that people remember your company.

What is a slogan?

A slogan is a short phrase that gets to the heart of a brand or company, summarizing what your company or product stands for. A good slogan is unique, sticks around and acts as a kind of calling card for your company. A slogan can change over the years, but the really good slogans you remember.

Why use a slogan?

There are several reasons why it is a good idea to come up with a slogan for your company or product. A good slogan will make your company better known and increase brand awareness. Your slogan gives your customers a clear picture of your company. They know what you stand for and what they can expect from you. A good slogan is therefore a strong marketing tool that you can use to build your image. Use your slogan in all your communications to customers, from your logo to your e-mail signature. Above all, keep repeating it, because then your slogan will stick in the customer's mind.

Characteristics of a good slogan

Coming up with a good slogan is not an easy job. Chances are you'll write off a lot of ideas before you find the hit. When you start brainstorming your slogan, keep these characteristics of a good slogan in mind:

• A good slogan is short, between four and six words.
• A slogan names what makes your company unique.
• A good slogan makes a promise: your customer knows what to expect from your company.
• Positive use of words is important.
• A strong slogan is catchy and sounds great when you pronounce the phrase. Rhyme or alliteration always does well. If you stumble over words, the sentence is still not strong enough.
• A good slogan is ambitious. It's okay to aim high and show your ambitions, of course without being unrealistic. You must be able to deliver on your promise.
• A good slogan doesn't explain your brand name literally. Your customer doesn't care what your name means; what matters is what you stand for.
• It is strong when a slogan is funny or has a double meaning. There 's nothing like Groningen is a great example of this.

What goals can you achieve with your slogan?

A slogan supports your brand. If you are going to come up with a slogan, it is important to think about what you want to achieve with it. Some possibilities:

• Reinforce and clarify your brand name (you tell what you do).
• Briefly tell your brand story(Think different by Apple, for example). This type of slogan evokes an emotion in your customers: they identify with your company or brand.
• Showing your personality(If you stay normal long enough, you will automatically become special from Klaverblad Insurance).
• Making a promise(Always a solution in house from BCC, for example).
• Create a sense of connection(Who didn't grow up with it? from Calvé Peanut Butter).

How do you come up with a good slogan?

Coming up with a good slogan starts with defining the goal. Did you succeed in doing that? Then think about your distinctiveness. What makes your company, brand or product different from the competition? What do you really want your customer to remember about your company? Having mapped out your distinctiveness will give direction to your slogan. Next, start brainstorming in a small team of employees. After all, the chances of coming up with the slogan on your own are not that great. During a brainstorming session you give each other ideas and together you can make a list of possible slogans.

Testing the slogan

Then schedule a second brainstorm, possibly with other people, and reduce the list to three top performers. Then it's a matter of selecting, rewriting and fine-tuning to finally achieve the best result. Also be sure to test your slogan with people outside your company. Something you like or find funny internally may be perceived differently outside the company.

Additional tips for coming up with a slogan

• If your company also operates in a country outside the Netherlands, it may be useful to translate your slogan for that country into the local language. A Dutch slogan is not recommended anyway. Do you have an international company working in several countries? Then an English slogan may be the best option.
• Enter your slogan into Google and test if it is not already being used.
• Check in the Benelux Intellectual Property Office to make sure your slogan is not already registered as a trademark.
• Capture the slogan as a domain name. You never know if you'll ever want to create a campaign or website for this.
• Make sure your employees know your slogan and live by it. Your slogan and associated communication must be consistent with what your company portrays. Interpolis' slogan is the simple Glashelder. Then the communication towards customers cannot be a jumble of vague terms.

Examples of strong slogans

Could you use some more inspiration? These slogans you'll probably never forget:

• 112, it saves lives - Emergency Number
• Because you're worth it - L'Oréal.
• Melt in your mouth, not in your hand - M&Ms.
• I'm lovin it - McDonalds.
• The best under the sun - Appelsientje.
• Bread, there's something in there - Bread.
• Yes, the hypothecary - The Hypothecary.
• We at WC-Eend recommend WC-Eend - WC-Eend.
• That can only be Unox - Unox

Learn more about the meaning and differences between slogans, pay-offs, taglines and mottos.