Brand Slogan: From Nike to Apple: Iconic Brand Slogans That Resonate

1. What is a brand slogan and why is it important?

Every brand has a story to tell, a message to convey, and a value proposition to offer. But how can a brand communicate all these aspects in a concise and memorable way? The answer is a brand slogan. A brand slogan is a short phrase that captures the essence of a brand and its identity. It is often used in advertising, marketing, and branding campaigns to create a lasting impression on the target audience. A brand slogan can also serve as a powerful tool to differentiate a brand from its competitors, to express its personality and tone, and to inspire loyalty and trust among its customers.

A brand slogan is not just a catchy tagline. It is a strategic statement that reflects the brand's vision, mission, and values. A brand slogan should be:

1. Relevant: It should relate to the brand's core product or service, its benefits, and its unique selling proposition. It should also resonate with the needs, desires, and emotions of the potential customers. For example, Nike's slogan "Just Do It" is relevant to its athletic products and its motivational message.

2. Simple: It should be easy to understand, remember, and repeat. It should avoid jargon, technical terms, and complex words. It should also be short and concise, preferably no more than five words. For example, Apple's slogan "Think Different" is simple, yet impactful.

3. Original: It should be creative, distinctive, and unique. It should avoid clichés, generic phrases, and copycatting. It should also be consistent with the brand's image and voice. For example, L'Oréal's slogan "Because You're Worth It" is original, empowering, and aspirational.

4. Timeless: It should be able to stand the test of time and remain relevant and meaningful for years to come. It should also be adaptable to different contexts, markets, and media. For example, Mastercard's slogan "There Are Some Things Money Can't Buy. For Everything Else, There's Mastercard" is timeless, universal, and versatile.

A brand slogan is important because it can help a brand to:

- Attract attention: A brand slogan can catch the eye and ear of the potential customers and make them curious about the brand and its offerings. It can also help the brand to stand out from the clutter and noise of the market. For example, KFC's slogan "Finger Lickin' Good" is attention-grabbing and appetizing.

- Build awareness: A brand slogan can increase the recognition and recall of the brand and its products or services. It can also help the brand to establish a strong identity and personality that customers can associate with. For example, BMW's slogan "The Ultimate Driving Machine" is awareness-building and prestigious.

- Create connection: A brand slogan can foster a relationship and an emotional bond between the brand and its customers. It can also help the brand to communicate its values and beliefs and to align with the customers' values and beliefs. For example, Dove's slogan "Real Beauty" is connection-creating and inclusive.

- Drive action: A brand slogan can motivate and persuade the customers to take action and to choose the brand over its competitors. It can also help the brand to generate word-of-mouth and referrals and to create loyal and satisfied customers. For example, M&M's slogan "Melts in Your Mouth, Not in Your Hand" is action-driving and appealing.

A brand slogan is a powerful asset that can help a brand to achieve its goals and objectives. However, creating a brand slogan is not an easy task. It requires a lot of research, creativity, testing, and refinement. A brand slogan should not be taken lightly or randomly chosen. It should be carefully crafted and strategically implemented to create a lasting impact on the market. A brand slogan is not just a phrase. It is a promise.

2. How to create a catchy and memorable slogan in a few words?

One of the most challenging and rewarding aspects of branding is crafting a slogan that captures the essence of your business, product, or service in a few words. A slogan is more than just a catchy phrase; it is a powerful tool that can communicate your brand identity, values, and benefits to your target audience. A slogan can also differentiate you from your competitors, create an emotional connection with your customers, and inspire them to take action. But how do you create a slogan that is simple, memorable, and resonant? Here are some tips and examples to guide you:

- Focus on your unique selling proposition (USP). Your slogan should highlight what makes your brand stand out from the crowd. What is the main benefit or value that you offer to your customers? What problem do you solve or need do you fulfill? For example, L'Oréal's slogan "Because you're worth it" emphasizes the quality and prestige of their products, as well as the self-esteem and confidence of their customers.

- Use clear and concise language. Your slogan should be easy to understand and remember. Avoid jargon, technical terms, or vague words that might confuse or alienate your audience. Instead, use simple and direct words that convey your message effectively. For example, Apple's slogan "Think different" uses only two words, but it expresses their brand personality, creativity, and innovation.

- appeal to emotions and values. Your slogan should not only inform, but also persuade and motivate your audience. How do you want your customers to feel when they interact with your brand? What emotions or values do you want to evoke or align with? For example, Nike's slogan "Just do it" appeals to the sense of determination, courage, and action of their customers, as well as their passion for sports and fitness.

- Be consistent and coherent. Your slogan should match your brand name, logo, and overall identity. It should also be relevant and appropriate for your industry, market, and audience. Your slogan should not contradict or conflict with any other element of your branding strategy. For example, BMW's slogan "The ultimate driving machine" is consistent with their brand name, logo, and reputation for producing high-performance and luxury vehicles.

- Test and refine your slogan. Your slogan should be tested and evaluated before you launch it. You can use various methods, such as surveys, focus groups, or online tools, to gather feedback and measure the effectiveness of your slogan. You can also compare your slogan with your competitors' slogans and see how it fares. Based on the results, you can refine or revise your slogan until you find the best one for your brand. For example, KFC's slogan "Finger lickin' good" was changed to "It's finger lickin' good" in 2011, after testing showed that the latter was more appealing and memorable to their customers.

3. How to connect with your audience and evoke positive feelings with your slogan?

One of the most important aspects of creating a memorable and effective brand slogan is to appeal to the emotions of your target audience. Emotions are powerful drivers of human behavior, and they can influence how people perceive, remember, and act on your brand message. By tapping into the emotions of your audience, you can connect with them on a deeper level and evoke positive feelings that will make them more likely to choose your brand over others.

But how can you use emotion in your brand slogan? Here are some tips and examples to inspire you:

- Use words that trigger emotional responses. Words have different connotations and associations that can elicit different emotions in your audience. For example, words like "love", "dream", "happiness", "freedom", and "adventure" can evoke positive emotions such as joy, hope, satisfaction, and excitement. On the other hand, words like "fear", "pain", "loss", "guilt", and "anger" can evoke negative emotions such as anxiety, sadness, regret, and resentment. Depending on your brand personality and positioning, you can use words that match the emotional tone and message that you want to convey. For example, Coca-Cola's slogan "The Pause That Refreshes" uses the word "pause" to trigger a sense of relief, relaxation, and enjoyment in the audience. Similarly, L'Oréal's slogan "Because You're Worth It" uses the word "worth" to trigger a sense of self-esteem, confidence, and pride in the audience.

- Use rhetorical devices that enhance emotional impact. Rhetorical devices are techniques that use language in a creative and persuasive way to make your message more memorable and impactful. Some common rhetorical devices that you can use in your brand slogan are:

- Alliteration: The repetition of the same sound or letter at the beginning of adjacent or closely connected words. For example, Dunkin' Donuts' slogan "America Runs on Dunkin'" uses alliteration to create a catchy and rhythmic slogan that emphasizes the popularity and energy of the brand.

- Rhyme: The correspondence of sound between words or the endings of words. For example, M&M's slogan "Melts in Your Mouth, Not in Your Hand" uses rhyme to create a catchy and memorable slogan that highlights the unique feature and benefit of the product.

- Metaphor: A figure of speech that compares two things that are not alike but have something in common. For example, Apple's slogan "Think Different" uses metaphor to compare thinking to being different, and implies that the brand is innovative, creative, and unconventional.

- Hyperbole: An exaggerated statement that is not meant to be taken literally. For example, Mastercard's slogan "There Are Some Things Money Can't Buy. For Everything Else, There's Mastercard" uses hyperbole to exaggerate the value and versatility of the brand, and implies that it can help the audience achieve anything they want.

- Use stories that resonate with your audience. Stories are powerful tools that can engage your audience, capture their attention, and create an emotional connection. Stories can also help you communicate your brand values, vision, and purpose in a compelling and authentic way. You can use stories in your brand slogan by:

- Using characters that your audience can relate to. Characters are the people or entities that are involved in your story. They can be real or fictional, but they should be relevant and appealing to your audience. For example, Nike's slogan "Just Do It" uses the character of the athlete who is determined, motivated, and courageous to inspire the audience to overcome their challenges and achieve their goals.

- Using conflicts that your audience can empathize with. Conflicts are the problems or obstacles that your characters face in your story. They can be internal or external, but they should be realistic and meaningful to your audience. For example, BMW's slogan "The Ultimate Driving Machine" uses the conflict of the driver who wants to experience the best performance, quality, and pleasure in driving to persuade the audience that the brand can fulfill their desires and expectations.

- Using resolutions that your audience can aspire to. Resolutions are the outcomes or solutions that your characters achieve in your story. They can be positive or negative, but they should be satisfying and desirable to your audience. For example, KFC's slogan "Finger Lickin' Good" uses the resolution of the customer who enjoys the delicious and irresistible taste of the product to entice the audience to try and buy the brand.

By using emotion in your brand slogan, you can create a lasting impression and a loyal relationship with your audience. Emotion can help you differentiate your brand from your competitors, communicate your brand value and benefit, and influence your audience's behavior and decision. Remember, emotion is the key to connect with your audience and evoke positive feelings with your slogan.

4. How to align your slogan with your brand identity and message across all channels?

One of the most important aspects of creating a memorable and effective brand slogan is to ensure that it is consistent with your brand identity and message across all channels. This means that your slogan should reflect your brand's values, personality, tone, and purpose, and that it should be used in a coherent and harmonious way in your website, social media, advertising, packaging, and any other touchpoints with your customers. A consistent brand slogan can help you to:

- Build trust and loyalty among your target audience, as they will recognize your brand and associate it with a positive and distinctive image.

- Stand out from your competitors, as you will have a clear and unique value proposition that differentiates you from others in your industry.

- Reinforce your brand message, as you will have a catchy and memorable phrase that summarizes your brand's essence and benefits.

- increase brand awareness and recall, as you will have a slogan that is easy to remember and share, and that can spark curiosity and interest among potential customers.

To achieve consistency in your brand slogan, you should follow these steps:

1. define your brand identity and message. Before you create or choose your slogan, you should have a clear understanding of what your brand stands for, what it offers, and what it promises to your customers. You should also have a defined target audience, a unique selling proposition, and a brand voice and tone. These elements will guide you in crafting a slogan that aligns with your brand identity and message.

2. Brainstorm and test different slogan options. Once you have your brand identity and message, you can start generating possible slogans that capture your brand's essence and benefits. You can use various techniques, such as word association, rhyme, alliteration, metaphor, humor, or storytelling, to create catchy and creative slogans. You should also test your slogan options with your target audience, your team, and your stakeholders, and get feedback on how they perceive and react to them. You should select a slogan that resonates with your audience, communicates your message clearly, and fits your brand voice and tone.

3. Apply and adapt your slogan across all channels. After you have chosen your slogan, you should use it consistently and strategically in all your brand communications and touchpoints. You should also adapt your slogan to different contexts and formats, such as online and offline, visual and verbal, short and long, etc. For example, you can use your slogan as a headline, a tagline, a hashtag, a logo, a sticker, a button, or a call to action, depending on the channel and the goal. You should also monitor and measure the impact of your slogan on your brand awareness, recognition, and loyalty, and make adjustments if needed.

Some examples of brands that have achieved consistency in their slogans are:

- Nike: "Just do it." This slogan reflects Nike's brand identity as a leader in sports and fitness, and its message of inspiring and empowering people to overcome challenges and achieve their goals. The slogan is used in all of Nike's marketing campaigns, products, and events, and it has become a cultural icon and a motivational mantra for millions of people.

- Apple: "Think different." This slogan reflects Apple's brand identity as a pioneer and innovator in technology, and its message of challenging the status quo and creating products that are simple, elegant, and user-friendly. The slogan is used in Apple's advertising, website, and packaging, and it has become a symbol of creativity and individuality for Apple's loyal customers and fans.

- L'Oréal: "Because you're worth it." This slogan reflects L'Oréal's brand identity as a global leader in beauty and cosmetics, and its message of celebrating and enhancing women's beauty, confidence, and self-esteem. The slogan is used in L'Oréal's advertising, social media, and products, and it has become a powerful and empowering statement for women around the world.

5. How to inspire your customers to take action and engage with your brand with your slogan?

One of the most important goals of any brand is to motivate its customers to take action and engage with its products or services. A brand slogan can be a powerful tool to achieve this goal, as it can convey the brand's identity, values, benefits, and personality in a catchy and memorable way. A good brand slogan can also inspire customers to act on their desires, needs, or aspirations, and to associate those actions with the brand. In this segment, we will explore how some of the most iconic brand slogans use the power of action to influence customer behavior and loyalty. We will look at the following aspects:

- How to use verbs to create a sense of urgency and excitement. Verbs are the words that express action, and they can be very effective in capturing the attention and emotion of the customers. Verbs can also create a sense of urgency and excitement, as they imply that something is happening or about to happen, and that the customers can be a part of it. For example, Nike's slogan "Just Do It" is one of the most famous examples of using a verb to inspire action. The slogan is simple, direct, and empowering, as it encourages customers to overcome their doubts, fears, or procrastination, and to pursue their goals, whether they are related to sports, fitness, or personal growth. The slogan also implies that Nike is the brand that can help customers achieve those goals, as it offers high-quality products and services that support their needs and preferences.

- How to use imperatives to create a sense of command and authority. Imperatives are the sentences that give orders, instructions, or advice, and they can be very effective in creating a sense of command and authority. Imperatives can also create a sense of challenge and invitation, as they appeal to the customers' curiosity, pride, or ambition, and invite them to try something new, different, or better. For example, Apple's slogan "Think Different" is one of the most famous examples of using an imperative to inspire action. The slogan is bold, provocative, and aspirational, as it challenges customers to break the norms, to be creative, and to innovate. The slogan also implies that Apple is the brand that can help customers think differently, as it offers products and services that are unique, elegant, and cutting-edge.

- How to use questions to create a sense of curiosity and engagement. Questions are the sentences that ask for information, opinions, or feedback, and they can be very effective in creating a sense of curiosity and engagement. Questions can also create a sense of dialogue and interaction, as they encourage customers to think, to respond, or to participate. For example, L'Oréal's slogan "Because You're Worth It" is one of the most famous examples of using a question to inspire action. The slogan is subtle, flattering, and persuasive, as it implies that customers deserve the best, and that they should treat themselves with the products and services that L'Oréal offers. The slogan also implies that L'Oréal is the brand that understands and values the customers, as it recognizes their worth and beauty.

6. How to test and refine your slogan and measure its impact on your brand awareness and loyalty?

Creating a catchy and memorable brand slogan is not enough to ensure its success. You also need to test and refine your slogan and measure its impact on your brand awareness and loyalty. This is a crucial step that many businesses overlook or neglect, but it can make a huge difference in how your slogan resonates with your target audience and how it reflects your brand identity and values.

There are several ways to test and refine your slogan and measure its impact, such as:

- conducting market research. Before you launch your slogan, you should conduct market research to get feedback from your potential customers and stakeholders. You can use surveys, focus groups, interviews, or online platforms to ask questions such as: What does the slogan mean to you? How does it make you feel? What associations or emotions does it evoke? How does it fit with your perception of the brand? How likely are you to remember it or repeat it? Based on the responses, you can identify the strengths and weaknesses of your slogan and make adjustments accordingly.

- A/B testing. Another way to test and refine your slogan is to use A/B testing, which is a method of comparing two versions of your slogan to see which one performs better. You can use different channels, such as your website, social media, email, or ads, to display your slogan variants to different segments of your audience and measure the results. For example, you can track metrics such as click-through rates, conversions, engagement, or retention. The version that generates more positive outcomes is the one that you should use or optimize further.

- tracking brand awareness and loyalty. Finally, you should measure the impact of your slogan on your brand awareness and loyalty over time. You can use various tools and methods, such as Google Analytics, social media analytics, customer surveys, or net promoter score, to monitor how your slogan affects your brand recognition, recall, reputation, and retention. For example, you can measure how many people search for your slogan online, how many people mention it on social media, how many people recommend your brand to others, or how many people become loyal customers or advocates. These indicators can help you evaluate the effectiveness of your slogan and its contribution to your brand equity.

Some examples of brands that have tested and refined their slogans and measured their impact are:

- Nike. Nike's iconic slogan "Just Do It" was originally inspired by the last words of a convicted murderer, but the brand tested it with focus groups and found that it resonated with people who wanted to overcome their fears and challenges. The slogan also helped Nike increase its market share from 18% to 43% in 10 years and become a global leader in sports apparel and footwear.

- Apple. Apple's slogan "Think Different" was a response to IBM's slogan "Think", and it aimed to position Apple as a brand for creative and innovative people. The slogan was accompanied by a series of ads featuring famous figures who changed the world, such as Albert Einstein, Martin Luther King Jr., and Muhammad Ali. The slogan and the campaign boosted Apple's sales by 300% in 12 months and revived the brand's image and reputation.

- L'Oréal. L'Oréal's slogan "Because You're Worth It" was created in 1973 by a female copywriter who wanted to empower women and celebrate their self-esteem. The slogan was tested with consumers and found to be very appealing and motivating. The slogan also helped L'Oréal increase its sales by 50% in the first year and become a leader in the beauty industry. The slogan has been adapted over the years to suit different markets and audiences, such as "Because I'm Worth It" or "Because We're Worth It".