Articles26 October 2023
We explain how to create taglines that people love.
Branding is one of our core disciplines. Through a name and visual identity, we connect with audiences and communicate a brand's messages and benefits.
I'm Ilya, a content marketer at Serenity. I want to explain why our content team takes part in brand development. More specifically, we'll look at what makes a strong slogan: the theory, common categories, the development process and a short checklist for anyone writing one themselves.
As a university lecturer, I'll start with a definition. Slogan is a concise phrase that promotes a company or product. It is usually easy to remember and designed to make an emotional impression. A slogan also conveys a brand message, helping potential customers understand the company's core offer.
You might ask why I'm stating the obvious. It may not be as obvious as it seems: people often confuse a company's mission, USP or motto with its slogan. It helps to understand how these terms differ.
Company mission is the company's reason for existing (and no, it is not simply to make money). A mission describes the brand and its business: its goals, field, philosophy, methods and relationships with its audience. A detailed mission is usually an internal guide that helps employees understand why they come to work. Confusion starts with a shorter public-facing statement: it also describes the company, but it is still not a slogan.
Unique value proposition is a unique selling proposition. The term itself points to an offer that sets out the benefits of a brand or product for its audience. A USP promises a benefit and differentiates the product from competitors. Why is it confused with a slogan? They share a goal, but a USP is not a slogan.
Motto is a short phrase that expresses an organisation's motivation. It is conceptually close to a slogan, but a motto supports company culture rather than advertising. It expresses the organisation's guiding belief.
A look at bottled-water producer Neela Springs
What can we conclude? A slogan is closely related to all these concepts and can bring them together. It can—and often should—express both the USP and the mission. Without understanding those elements, it is difficult to create a meaningful slogan.
That is why a good slogan should:
— Highlight the USPso the brand stands out from competitors. Show the benefit customers receive and what makes your offer distinctive.
— Communicate the company's missionand values. When your brand philosophy resonates with your audience, it can help build customer loyalty—which matters more than ever.
— Evoke emotionThis may sound obvious, but the source article says people rely on feelings and emotions in 80% of decisions.
— Attract attentionWhy have a slogan if no one notices it?
Now that we have the definitions, let's look at ways to classify slogans. Drawing on our experience and publicly available information, we use the following groups and examples from client projects.
Focus on sales and the product's USP; they may name the product itself.
ang — “Technology for emerging from a crisis”
Reflect the company's mission and create an image; they may omit the company name.
Neela Springs — “The foundation of a quality life”
Designed for the long term and kept until market conditions or the business environment change.
cromi — “Equipment for business and culture”
Created for a specific campaign, service or product.
SOLVIK — “From A to B. Confidence on the road”
Use a call to action.
Snickers — “Don't slow down. Have a Snickers!”
State a conclusion as if it were already settled.
Skladno — “At home, everything falls into place”
Ask a rhetorical question or frame a problem and its solution.
Lay's — “Would you like some?”
Speak to the audience personally.
Jistory — “Jeans for you”
Play on the brand name.
SOLVIK — “Service with a soul”
Use vivid, emotionally charged and figurative language.
Osnova — “Osnova within”
Examples of less common techniques include familiar brands.
Who or what can help create a strong slogan? I see three possible options:
1. A freelance copywriter.
Delegating the task can help you focus on other priorities, and freelance marketplaces are an obvious place to look. Still, it is not easy to find someone who will approach slogan development thoughtfully. Often, the deliverable is simply a list of options. There is no guarantee one will be strong if the freelancer has not studied your business, customers and competitors in depth. Hiring a freelancer can feel like a gamble: you may find a great match, or spend money without getting the result you hoped for.
2. Slogan generators and AI tools.
Here, you take matters into your own hands and use tools available online. Is that worthwhile? The alternative can be underwhelming. It may be cheaper—even free—but can lack originality and the human touch. Products serve people and their needs, so empathy matters. With authenticity and empathy increasingly valued, it may be better to entrust the task to a specialist.
3. An agency.
This option takes commitment and may cost more, but the article describes it as guaranteeing a result. Marketing agencies often coordinate work across teams. A copywriter still develops the slogan, but the wider team first researches the market and business, giving the specialist information to work with. Agencies also allow for several rounds of iteration, so the first draft does not have to be final. You stay involved through briefings and feedback, and the final decision remains yours.
If you decide to do it yourself, here are a few tips.
1. Avoid clichés.
Words such as “best”, “beautiful” and “perfect” are overused. Many companies already claim to be the best, so look for language that makes your brand distinctive and memorable.
2. Do not stand out by putting competitors down.
Only customers can decide which offer is better. Be distinctive without compromising accuracy; otherwise, people may lose trust in your product.
3. Avoid arrogance.
A slogan is a way to speak to customers. If it sounds like “You are not good enough, but we can fix that,” people may respond with criticism rather than interest. No one needs that.
4. Do not cram in every benefit.
Your brand may have many strengths, but a slogan does not need to list them all. Brevity helps: a long list can be hard to remember and may even look suspicious. Focus on the few benefits that matter most to your audience.
5. Make it work with the logo.
Slogans and logos often go together. If you already have a logo, consider how the slogan will look beside it and whether the two feel consistent.
6. Use humour in moderation.
A little humour can work if it suits the brand, but do not overdo it. Humour is subjective: what makes you laugh may not land with customers. Keep the product's target audience in mind.
7. Be honest.
Do not mislead your audience. Build trust and avoid promising through a slogan what your business cannot deliver. The truth will come out.
To sum up, what does slogan development look like in practice? Here is a process worth following:
— Research the market;
— Decide which benefits or features the slogan should communicate;
— Choose a slogan type using the classifications above;
— Build an association map. If you sell tyres, list the ideas and situations people associate with tyres;
— Generate slogan options using any suitable method;
— Wait a few days, then review the list with fresh eyes and select the strongest options;
— Refine them: shorten the wording, find stronger synonyms, or try a rhyme;
— Select the best options and test them with your target audience through surveys;
— Congratulations: you have a slogan.
Good luck—you can do it.
