How to Create a Catchy Slogan

Some Tips and Tricks to Make Your Slogan Memorable

Creative Process
Getty Images / Gary Burchell

When you think of slogans, what comes to mind? What brand's slogan can you recite and identify without blinking an eye? Nike's "Just do it" and Budweiser's "This Bud's for you" come to mind. "Have it your way" immediately makes you crave Burger King, GE "brings good things to light," and Motel 6 can be counted on to "leave the lights on for you." You think of Mazda, not Chevy, when you hear, "Zoom, zoom!" 

You know what you're trying to achieve with a slogan – something unforgettable like these examples. But how do you get there? Use these six tips to come up with a great slogan and make sure it has what it takes to stick.

Make it Memorable

Your slogan must be memorable. It should be easy to remember, something people want to keep in their memories and possibly even repeat to others. When you first heard the above slogans, what was it about them that made them stick with you?

Many of them mimic or are direct reflections of common phrases that pepper the English language. This can be a good start. Start with a familiar phrase, then tweak it to make it work for you and apply to you. 

Key Benefits

Your slogan must contain a key benefit of the product or service you offer. Give people a reason to associate it with you or your company. What's the best thing about your product or service? What sets your business apart from your competitors?

Try to weave this into one of the common phrases you've come up with.

Differentiate Your Brand

Your slogan must differentiate your brand as well as your product or service. Does it bring out the character of the product or service that sets it apart from your competitors?

Solidify the Brand

Your slogan must recall your brand name or who cares who remembers it?

The brand can be depicted in the words you use or in the image of your logo.

Rhythm and Rhyme

Create rhythm and rhyme. This is important – along with a phrase that's common and familiar to everyone, it will help your slogan "get stuck" in the minds of those who hear it. Does it have a ring to it? The rhythm of the tagline will help it stick in the memories of those who read it or hear it.

That Warm and Fuzzy Effect

Make it warm and fuzzy. Motel 6's slogan makes you want to snuggle in somewhere welcoming and comfy at day's end. Burger King's slogan appeals to that little piece inside all of us that wants to put ourselves first. 

But maybe your product or service doesn't lend itself to warm and fuzzy. Maybe it's exciting instead. It gets the adrenaline going instead, like Mazda's slogan and Nike's. In that case, use that instead. 

The important thing is that you're eliciting an emotional response from those who hear or read it. One way or another, it brings smiles to their faces, or perhaps even a little chuckle. A slogan is more likely to stick in the minds of others if it imparts a positive vibe. 

Be Patient and Test Drive It 

In all likelihood, you won't have a "Eureka!" moment, hitting on the perfect slogan right off the bat.

You may have to play around with a few to achieve all these tips. Take your time and try it out on friends and acquaintances when you do come up with something that you think is perfect. If they smile when they hear it, you may have a hit.