Slogans are short phrases that communicate descriptive or persuasive information about your brand.
They often appear in advertising campaigns and at the top of website homepages and in Instagram Bios.
Slogans also play an important role on packaging because these words reinforce the brand's positioning. Just think of the plastic Woolworth's shopping bags. What are the words written across the bottom?
The words "The fresh food people" are used because this supermarket oligopoly knows how powerful slogans are. And just like brand names, slogans are an extremely efficient, shorthand means to build brand equity.
Slogans function as helpful "'hooks' or "handles" to help consumers grasp the meaning of a brand— what it is and what makes it unique.
As you can see by the Woolworths example, slogans are an indispensable means of summarising and translating the intent of the product offering in a few short words. Here's another example .... One of my brands is "FindHer Marketing Strategy". My slogan is "Building Strong Brands". There is no ambiguity in my slogan. It represents what my brand is about and what it does. This slogan is not only descriptive, but it is also meaningful, transferable, memorable, likable, protectable, and adaptable. Over time, my slogan will contribute to my brand equity.
Think about DeBeer's "A Diamond is Forever" slogan. This short phrase, this slogan, or tagline if you will, communicates that diamonds bring eternal love and romance and never lose their value. "A Diamond is Forever" is the most powerful advertising slogan in history. It was created in 1947, and transformed the advertising and diamond industry forever.
Slogans can also be used in advertising copy to reinforce a particular campaign instead of the brand slogan for a specific period of time.
For example, through the years, Nike has used taglines specifics to ad campaigns for events or sports, such as "Prepare for Battle" and "Quick Can't Be Caught" (basketball); "Write the Future," (World Cup); "My Better Is Better" (multisport); and "Here I Am" (women) instead of the well-known brand slogan, "Just Do It."
Such substitutions can emphasize that the ad campaign represents a departure of some kind from the message conveyed by the brand slogan, or just a means to give the brand slogan a rest so that it remains fresh.
I encourage everyone to "Zoom Zoom" into creating their slogan, because "You're Worth It". But remember, your slogan is a branding element that needs a lot of thought. You didn’t create your other brand elements in a flash. You thought deeply and critically about these elements … and you need to do the same with your slogan.
Keller, K.L. (2013). Strategic Brand Management. Building, Measuring, and Managing Brand Equity (4th Ed.). Pearson Education Limited.
Solomon et al (2009). Marketing, Real People, Real Choices. Pearson Education Australia.